Friday, August 19, 2011

This Just In: ASOS Africa A/W 2011

ASOS Africa A/W 2011

ASOS's Africa range caught our eyes in February 2010 because of their ethical mission (all the pieces are made in Kenya), price points, and their high street approach to Africa-inspired pieces. These days, their pieces are less full-on print on print and more subtle. In fact, several of the pieces don't 'look African' at all - but has that been ASOS's mission and point with this range? We bring this up only because a number of folks took to Twitter some months ago so say the collection wasn't 'African enough', the 'Africa' label was a misnomer, and the range was no longer worth supporting as a result.

The argument about what 'African Fashion' is or isn't will go on for a while to come, but the Made in Africa movement points to the real heart of ASOS Africa's mission - ethical sourcing and production in Africa and 'providing vital employment to underprivileged communities in Kenya'. Their partnership with SOKO Kenya should be wholeheartedly supported and should strike the discerning as something worth replicating across the continent. If Africa holds the key to mass production and artisanship from its sheer size and peculiar skill sets, ASOS Africa is good proof that the continent can deliver if adequately enabled.

Print or no print, we love and support ASOS Africa and SOKO Kenya's mission. The latest range features highlights such as jersey, print pants and quilted, padded pieces - all sophisticated, cool and laidback in that ASOS Africa way we've come to know and love.

Shop ASOS Africa A/W 2011 here.

- SLiq


Maria said...

In terms of sustainable benefits to the continent, MADE in africa is more important to me than made of african print. I think our designers being limited to (chinese made)batik prints and wacky colours is a bit like demanding Jil Sander put leiderhosen and dirdnls on the catwalk.

AJ TAYLOR said...

Clearly, ASOS s gong for a made in Africa angle as opposed to African fashion angle. Whether it is African enough in print or not, I agree with you that we should still support it. its still putting Africa forward and the benefits to the continent are very great.