Proud to be African Clothing announces the launch of their first collection. Proud To Be African Clothing was founded in London in December 2010 to showcase the beauty of African design and African clothing. Proud to be African Clothing’s first collection consists of 3 designs on male and female T shirts, unisex hoody’s, children’s T shirts and babies’ bodysuits. The baby’s and children’s clothing is made from 100% organic ethical cotton and fits kids from 0-18 months (for body suits) and 2 to 12 years (T shirts).
Founder, Chidi explained the rationale behind the brand “Whenever one see’s images from Africa in the media the images are generally negative. However, this is a different reality from the Africa that I and others grew up in. Last year I saw a presentation by Chimamanda Adichie to TED on the ‘The Dangers of a single story ‘which covered exactly the same points about the dangers of seeing a situation from only one perspective, so I resolved to put my money where my mouth is and put out a product that carried a positive message of Africa everyone could wear and relate to that gave the other side of the story” The initial summer collection consists of designs from renowned artist and poet, Inua Ellams (www.phaze05.com) and eminent cartoonist, Tayo Fatunla (www.tayofatunla.com).
Inua say’s “When I was asked to design for the project, I searched for a single iconic image to pair with the slogan ‘Proud to be African’. But nothing besides continent worked, confirming my belief that Africa is beyond a single story or concept and its narrative is beyond the sum of its parts”. This viewpoint is reflected in his designs one of which was eventually used as the Proud To Be African logo bringing together impressions of traditional African masks and tribal patterning. His other design is based on the theme ‘Born in the UK, Made in Africa’. “The brief essentially was to capture the reality and emotions that that statement conveys” said Chidi, “it’s essentially the modern diasporan African’s way of rendering to Caesar what is Caesars and to Africa what is Africa’s!”
Tayo’s drawing showed his Nigerian bias and was inspired by iconic images from Nigerian history and culture with a brief to visually represent the slogan ‘Proud To Be African’, in his own words, “Sketching this iconic posture has to date been one of my favourite drawings in its simplicity. The effect around his hands is my interpretation of Black Power”. The garments are priced competitively in order to spread the Proud To Be African message as far as possible and also, move African designs into the realm of urbanwear. The designers and founders hope that the African themed designs will find their niche not just in African fashion, but in ethical, hip hop and casual wear. With Proud To Be African Clothing, the message is the product and the product is the message!
Proud To Be African Clothing s garments are ideal as a gift for friends or loved ones or as a little treat for yourself, until 1st October 2011, customers can get 10% off all purchases using the discount code ‘Nigeria50’
Michin Trading and Investments Ltd
601 International House,
223 Regent Street,
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Proud To Be African Clothing