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


August 29th, 2014

Yevu – Wax-Print Apparel, Ethically Made in Ghana – DESIGNER

YEVU is a clothing line that is ethically made in Ghana, West Africa. YEVU, which means “white woman” in the local Ewe language, was a word that Anna Robertson heard daily as she navigated the lively and chaotic city of Accra. Anna spent 12 months living and working in the capital and was amazed at the history of traditional ‘wax’ print – the 100% cotton fabric worn on the streets in an array of riotous prints.

In a bid to connect the Australian buyer with the marketplace of West Africa, Anna partnered with a dedicated team of men and women tailors and seamstresses, operating their businesses at a grassroot level in Ghana. YEVU popped up for the first time in October 2013 in Sydney’s Surry Hills and the collection sold out within one week. 

YEVU approaches its design, sourcing and manufacturing in a way that attempts to maximise the benefits to people who they are working with in Ghana. This includes the textile manufacturers and wholesalers at various market places throughout Accra, local artisans and creatives, and the teams of small (mainly women led) seamstresses and tailors.

YEVU is also about creating a direct link between the textile and garment industry in West Africa, with (they hope) the rest of the world. Their aim is to make rare traditional prints contemporary and more accessible to a wider market.



Unemployment in economically disadvantaged areas of Ghana is high and a stable income for small business owners can be difficult to come by. There are also multiple challenges that come with everyday operations including constant power cuts, water shortages, the depreciation of the Ghanaian cedi and constant fuel price increases. YEVU aims to create a sustainable livelihood for those they work with through creating economic and creative opportunities. They want people who buy YEVU to know that the garments have been handmade at a grassroot level in collaboration with small business owners, and be assured that fair wages, decent working conditions and transparency around business have been key priorities in all stages of YEVU’s production. 

In the future, YEVU wants its social impact to be felt more widely. They plan to focus on sustainability by providing technical training to seamstresses, whilst also teaching other valuable business skills to those we work with in Ghana. This will ensure both consistency and quality in manufacturing, whilst supporting and nurturing the skills of Ghanaian’s involved in YEVU’s production process. 









YEVU aims to celebrate the vibrancy, colour and chaos of West African wax print by offering simple and contemporary designs to a wider market for men and women. This is achieved while supporting and sustaining local industry and small businesses in Ghana, creating economic and creative opportunities.

see more here:



SOURCE NIGERIA – Fashion Made in Nigeria – A five-week guide

NIGERIA – THE BUSINESS LANDSCAPE I have mentioned on many occasions that there are three major questions that I get asked all the time and why I started my business. But let me share the two major questions I get asked re...
by africafashionguide


Travel Ghana – Why Trade with Africa Brings Change in Africa

So tomorrow is that day ladies! Apparently Feb 29th is the day ladies can propose (I know old school thinking but humour the thought) But for now I want to explain the importance of TRADE with Africa for you as an African Fashi...
by africafashionguide


AFRICA IS NOT A DUMPING GROUND! – the Secondhand Clothing Debate

I recently came across two press features that raised an important discussion around ethical fashion in Africa that I feel would be of interest for you. Firstly the BBC interview titled “Tackle fast fashion or ‘our...
by africafashionguide



Be the first to comment!

Leave a Reply

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