Fashion: Asos takes on Africa

“Because fashion is so indicative of the political and social climate we live in, what we wear will always be a symptom of our environment” – Alexander McQueen

With increasing consumer focus on ethical issues, the growing trend of ‘ethical fashion’ has hit close to home, with online shopping haunt - ASOS, launching its ‘Africa’ line- a capsule collection for ladies inspired by and developed in Africa.

Ethical Fashion - The Concept

As defined by Ethical Fashion Forum (“EFF”), “ethical fashion represents an approach to the design, sourcing and manufacture of clothing which maximises benefits to people and communities while minimising impact on the environment”.

This includes:

1.      Countering fast, cheap fashion and damaging patterns of fashion consumption;

2.      Defending fair wages, working conditions and workers’ rights;

3.      Supporting sustainable livelihoods;

4.      Addressing toxic pesticide and chemical use;

5.      Using and / or developing eco- friendly fabrics and components;

6.      Minimising water use;

7.      Recycling and addressing energy efficiency and waste;

8.      Developing or promoting sustainability standards for fashion;

9.      Resources, training and/ or awareness raising initiatives; and

10.     Animal rights.

With the sole aim of supporting trade in Africa, the new range has been designed, sourced and produced alongside several small African communities, working with artisans and production groups to create a contemporary collection with traditional textures.

Asos in Africa features jumpsuits, dresses and emblazoned jackets, reworked using African Kangas, a traditional vivid multi-purpose cotton print worn in Eastern Africa. The majority of the clothing has been produced by SOKO, a non-profit organization based in Kenya. SOKO is a clothing production workshop for the export market, aiming to create fair employment, offer training and skills to local workers. The organization aims to develop a sustainable and long term solution to Kenya’s economic growth by promoting community driven, ethical and environmentally aware trade in fashion.

Asos in Africa presents an excellent opportunity for African culture to tap into the mainstream, whilst advocating a sustainable supply chain for local workers. From hand-crocheted tunics to organic cut-out detail tees; a rolled-sleeve blazer with matching cullots to high-waisted chino; and a neutral jumpsuit to a puff-shouldered beaded-band dress – prints are clashing, cross-referenced, and reinterpreted. Check it out and let i-Muse know your views - www.asos.com.