Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


October 23rd, 2013

Gold Coast Trading Company presents their Imo Youth: Staples Collection

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Written by: Jacqueline Shaw
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Gold Coast Trading is a clothing company created by Nigerian born, New York based designer, Emeka Alams, which brings together traditional Africa cultures and the Western world. Emeka calls this label his ‘effort to get back to that time’ meaning that time when:

“We would gather in large numbers to mourn with those who mourn and to rejoice with those who rejoice. We have forgotten that we came from a continent where guiding, correcting and rebuking children is everybody’s’ task; a continent with green forests, clean rivers and undiscovered natural resources abound.”

This time was before 1444.

1444-We were traded from the gold coast by Europeans x our own African brothers. This trade has changed our world and reshaped our thoughts. Living by European standards throughout the African diaspora we have forgotten what makes our culture powerful, rich and unique. Here we strive for riches and neglect our families, we smile upon others while wishing for their demise, all things associated with the mind frame of those who began this trade.

This is the background to this very original brand Gold Coast Trading and one that we often feature on AFG.

Emeka and team now bring a new collection to us with their traditional monochrome graphics with a hieroglyphic feel to them. Campaigns they use are always noteworthy too. The  capsule collection takes a nostalgic look at “a home lost,  the search for a new identity the churn of migration within the afro-triangle.” The collection Introduces a  staple lightweight ultra comfortable sweater to be worn year round. Check out some images from their Imo Youth: Staples collection.










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One Comment

  1. Please tell me what fibres your are using with 1444 brand.
    I endorse your sentiments entirely.

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