...says American consumers should be motivated by quality products not solely by altruism.
African garb and accessories were in fashion from as far back as the 80’s and ‘90’s – from Eddie Murphy’s film Coming to America to hip hop artists using Afrocentric themes in their videos--wearing Kente cloth and dashikis. Young people adopted Africa-influenced clothes and jewelry to celebrate the continent’s culture or to stand out among their peers.
American fashion designer Erika Freund says that enthusiasm for African fashion waned in recent years, but is making a comeback among U.S. consumers. Initially, she said, renewed interest was initiated by successful advertising campaigns that linked the purchase of African handicrafts and “fair trade” teas and coffees with emergency relief from poverty and hunger.
But Erika Freund, who operates her own successfully jewelry venture called Mituki, said most consumers today buy goods based on their beauty and quality – and that African garments and accessories are good enough to hold their own in the international marketplace.
“We see a lot of marketing around poverty…women’s groups,” she said. Instead, she said the background of the product, like the story of the artisans who create jewelry and other goods, should be “an added bonus.” And, those stories should not always conform to the current narrative of conflict and disease.
“The average consumer is not necessarily looking for a background story..or interested in altruism,” she said. The best way to create a sustainable image and reputation of Africa in the mind of the American consumer is to give them great products.
Erika started her own venture into the jewelry business after a stint as a volunteer social worker in Tanzania. She formed what has become a “socially active company”‘that creates jewelry from the innovative use of common resources, like banana bark, recycled aluminum and local textiles.
The banana tree is one of the most Africa’s most visible symbols. It has been used in many ways, but few thought that fashion—and jewelry would be one. But it’s the inspiration behind Erika’s brand name Mikuti—or “dried leaf,” in Kiswahili.
For almost two years, Erika has been working with artisans in Tanzania and Kenya to produce fashion accessories. She stressed that she pays fair trade prices for her products—providing jobs for the communities where the workshops are located. Erika said women who buy her signature bracelets, earrings and necklaces are motivated by two things: inspired craftsmanship and design.
