Asos Africa S/S’ 12 is produced by the UK’s largest independent online fashion and beauty retailer in collaboration with SOKO Kenya. The partnership was formed since March 2009 and allows local community groups to build craftmanship through fair, sustainable employment and training. This year’s collection is also fair trade and features bright colours, cropped trousers, silhouette skirts, vintage swimwear and zebra prints.
It’s impressive that Asos is giving credit to the people in Kenya for creating these garments. Paying the workers fairly is ethical fashion at its best. Infact, Asos is not only involved in ethical fashion but also pledging to donate a portion of every purchase to benefit communities in East Africa, In an era where most brands are using African fabrics and calling them “african-inspired” collections without giving credit to the source of origin in Africa, Asos Africa’s partnership with SOKO Kenya is worthy of applause. African fashion is simply what it is – African and not ‘African inspired.’
Photo credit: www.asos.com