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



Fashion

August 31st, 2012

SAWA Shoes Takes to the Railway for its AW12 Lookbook – DESIGNER

One of AFG’s favourite African based shoe brands, purely because they proudly emphasize and present a strong ‘Made in Africa’ story, is SAWA Shoes who have featured in our one of its kind, coffee table book Fashion Africa.

They are not a charity brand nor a fairtrade brand, they are a normal shoe company doing business in Africa, sourcing their materials, production and even web design and communications in Addis Ababa Ethiopia and sees this as a real way to support Africa and not to use Africa for self-glorification.

The company is based in Paris, France and was established in November 2009. Mehdi, founder of SAWA Shoes is keen that their sneakers are bought not only because they are made in Africa and help to support the growth the growth of an industry but also because they are a stylish and high quality product, and on this aspect they certainly don’t disappoint. Taking inspiration from vintage designs they have created a range of classic low and high ankle trainers, combining leather and woven uppers in a number of colourways.

The Fall lookbook has been shot in Addis Ababa, in Ethiopia, in the closed-down railway station which used to link Addis Ababa to Djibouti…it is really a unique place in Ethiopia and produces a strong authentic, vintage quality of shots which provides a perfect compliment to the beautifully crafted footwear.

Fall-Winter 2012 below, features their new MUST HAVE suede collection which consists in 2 low cut shoes and 2 mid cut shoes ( in grey-white and blue-white version). The contrasted sole on the top of the suede leather really gives a vintage attitude to the shoes and we simply cant get enough of them here at AFG!

SAWA Shoes AW12 collection

SAWA Shoes AW12 collection

SAWA Shoes AW12 collection

SAWA Shoes AW12 collection

SAWA Shoes AW12 collection

SAWA project does not have the so-called generosity of brands which use Africa just to glorify themselves, their philosophy is not one of an audacious philanthropy to use Africa but it is about taking on the challenge of doing business in Africa. The vast majority of Africa’s exports are raw materials such as agricultural goods, minerals and metals, there is comparatively very little manufacturing in Africa and very little value is added to these raw materials before they leave the continent, this minimises the benefits to the local economies and hinders economic growth. By ensuring that as much of the value added in shoe production stays within African hands, SAWA are helping the Ethiopian shoe industry to grow and develop as well as maximizing job creation. So to add value in Africa they  buy the materials in Ethiopia and  transform them into finished products there. Sawa is a fashion brand which has taken
the challenge to fabricate shoes in Africa. They say:

“we produce our shoes in Africa so that the all added value of our project benefits to the African continent. We are convinced that the best revolution for Africa is the industrial revolution!”

We highly agree!

Read more about them here: www.sawashoes.com





Advertisement
 
 

 

Black Thread Runs Deep at this New Swedish Exhibition!

When Lotta from Just Africa mentioned about an upcoming exhibition to be held in Sweden that she would be involved in I couldn’t wait to hear more! The exhibition entitled Black Thread, along with the French Institute in ...
by africafashionguide
0

 
 

TEN YEARS in BUSINESS – Milestone ANNIVERSARY!

What a story! Ten years doing  business in Africa 9/9 2011 marked the beginning, the birthing, the building of Africa Fashion Guide.Why I recognise that my African fashion business hit a milestone yesterday and turned 10, I se...
by africafashionguide
 

 
 

Kenya, Mali and their USA agreements – AFRICAN TRADE BUSINESS INSIGHTS

I started this blog looking at African manufacturing and there is one major aspect to this topic that is often overlooked and that is polices. I shared this on a facebook live I did – see link HERE and will share here too...
by africafashionguide
0

 




0 Comments


Be the first to comment!


Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.