Generation Z and African Fashion

Nina Simone once said that it’s an artist’s duty to reflect the times. A true artist does not shy away from social issues. This is always woven somehow into their work. It is the same for fashion. Many of the greatest fashion designers haven’t shied away from voicing their opinions, demonstrating their dissatisfaction, and raising awareness of issues that the world faces. Going further than that they have found new solutions for producing their work which is thoughtful and considerate to everyone involved, including nature.

The generation that seems to be more aligned with fashion activism is Gen Z. Using fashion not just as a tool for expression but to create awareness on many social, political and environmental issues. They are questioning everything and according to studies they are demanding transparency about issues of how clothes are made and holding fashion brands accountable. For this reason, not every fashion brand will resonate with Gen Z. They love buying fashion with a purpose, where it is clear that the workers are benefitting, the environment is taken care of and the brand is in support of greater causes for humanity.

They are also more vocal on issues of inclusion and are calling out some fashion brands for discrimination.

According to Vogue, Gen Z is much more pragmatic, growing up under the lens of technology while witnessing the worsening climate crisis, pressing global movements like “Me Too” and “Black Lives Matter” as well as the pandemic. They are shaping culture and moving the economy with their growing purchasing power. In this article, we look at some of the African brands that share similar beliefs with Gen Z and who you may like to get to know.

Founded by Ghanaian Travis Obeng Casper, Ajabeng is a unisex brand birthed at the intersection of minimalism and contemporary African art and culture. This brand is a place where the masculine meets the feminine, offering minimalist cuts, natural colours and materials. Ajabeng prioritizes fair employment practices and the use of biodegradable materials to produce their designs.

Chiip O Neal is a contemporary non-gender conforming and sustainable brand based in Ghana. They use upcycled materials often sourcing directly from Ghana’s biggest thrift market, Kantamoto to create their pieces. The brand’s signature merges handmade, craft and art aesthetics. Founded by David Neal Dodoo, Chiip O Neal is a size-inclusive and genderless brand that tells transcending global stories of the past, present and future which connect us to the world.

Zashadu is a handbag brand based in Nigeria, founded by Zainab Ashadu. The sustainable brand makes use of sustainably sourced and upcycled leather. These leathers are sourced from micro tanneries in Northern Nigeria and family-run leather traders in Lagos. The bags are made by a team that is based in Lagos, which explores and benefits from traditional techniques that are passed down through generations by a community of local artisans.

Founded by Jacques Bam, a made-to-order South African brand based in Centurion. Bam Collective takes a spirited approach to South African luxury through its use of bold prints and striking silhouettes. This brand is size inclusive often featuring models of all sizes and shapes on their runway, most recently at SAFW. The ethos of the brand is in reaching for escapism in the best of times and even the worst of times.

Known as the “House of kasi luxury”, Madonsela is a brand that is pushing boundaries in the local fashion scene. The brand was founded by two brothers, Prince and Warren Meko. They specialize in leather, often working hand in hand to create customized leather items like jackets. The customer gets an opportunity to have a say on what their item looks like. They are given the creative license to choose the features that go into their piece, allowing them to bring their personal style and individuality into the item.

Sending a bold message down the runway with every collection, is Ezokhetho. Founded by Mpumelelo Dhlamini, this brand is making waves with their protest pieces like their waist dress written in bold “Still NO Respectfully” and their “We cannot stay silent about things that actually matter.” bodysuit. These pieces are not just beautiful, but Ezokhetho is using fashion as a medium for social change.

Reuse. Recycle. Reduce. This is at the core of Themba Paulos Shezi’s brand. Each item is made using upcycled materials and deadstock fabrics. The inclusive brand makes clothes for men, women, and non-binary people. Heru Shezi aims to change the perception of sustainable fashion, through designing to shine the light on the subject of sustainability.

Sixx6 is a sustainable high-end luxury ready-to-wear brand that promotes an explicit and unrestricted concept of self-expression through clothing. The brand is an advocate for “less is more” silhouettes inspired by pre-colonial Africanism which, colonialism stripped away from African fashion. Founded by Mimangaliso Ashley Ndiko, Sixx6 embraces the concept of the skin as the first layer or fabric of your outfit. The brand challenges what has often been deemed the normal way of dressing in traditional society.

The brainchild of artists Keneilwe Mothoa and Lubabalo Mxalisa, Neimil is a design and lifestyle brand founded in 2018 with a focus on interior design, fashion and art. By merging both their love for design and photography, the duo tells authentic African stories and creates handcrafted products that are for the modern closet. Neimil also uses fiber art in their work like punch needle when creating some of their signature pieces.