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


June 25th, 2012

Shop Ethical African Fashion with – E-BOUTIQUE


UK-based retailer Sapelle made its debut on 2nd June with the launch of its on-line boutique, selling contemporary womenswear and home decor products from African ethical and fair trade brands.

This season’s bold ethnic and tribal print trend has really taken root, with more retailers bringing it into their mainstream collections. ln March, the ‘Marni for H&M’ collection, which incorporated bold tribal patterns, was eagerly lapped up by crowds of shoppers. The ASOS Africa collection, which goes a step further than just adopting tribal prints by taking production to a factory in Kenya, has even found its way into Michelle Obama’s wardrobe. Ali Hewson’s Edun brand sells beautiful luxury pieces, some produced in Africa – with the aim of supporting and highlighting fair trade. This is an innovative strategy that is gaining supporters in high places. Vogue ltalia’s Franca Sozzani’s ‘Fashion 4 Development’ campaign highlights the benefits of supporting the fledgling African fashion industry; and her recent collaboration with luxury boutique features a number of top African designers.

The global fashion market also has a growing number of retailers dedicated to selling African labels, including Myasho which has built up a loyal customer base over the years, as a leading African fashion retailer. Other players such as Agnes & Lola are responsible for showcasing trendy young fashion from labels including London-based Chichia and Nkwo. joins the fray as an on-line boutique selling contemporary African-inspired fashion and home decor with a strong socially responsible ethos, showcasing a number of African design labels that have previously had no route to the global marketplace. also sources stock from fairtrade cooperatives and talented artisans from around the continent who use sustainable materials and production methods.

A spokesperson for commented,

“lt’s exciting that retailers continue to bring African-inspired design into the limelight. We’re very much a part of that movement and we add to the mix by introducing African products that are both desirable and ethically made.

Our suppliers create beautiful, trendy and well-crafted products in a socially responsible way. Most Aftican design labels don’t have a route to the global fashion market, mainly because of logistical issues. And most Western retailers don’t have the connections or the resources to seek out the best talent from across the continent. We’re here to provide a platform for our suppliers and a bridge to the growing number of discerning shoppers who seek beautiful fashion that looks fantastic and is produced responsibly.”

As well as introducing labels not seen in international circles before, will stock names that are already gaining a foothold in Europe and North America such as Tina Lobondi, Choolips and Modahnik, as well as fair trade cooperative lndego Africa, which has collaborations with the likes of Nicole Miller and Ralph Lauren.

Garments on sale at include wardrobe staples like tribal print skirts for office, seasonal summer dresses and sophisticated formalwear, with an impressive range of fair trade bags, priced in the mid-range.

For more information, please email, or call Daphne at +44(0) 7867 483 341.



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One Comment

  1. Really interesting site, am glad there is a platform for African Designers . Am checking out the spelle site, fantastic work well done.

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