For the First Time Ever, ASOS' 'Made in Kenya' Range is Genderless
Laura McQuarrie — April 13, 2018 — World
References: us.asos & refinery29
The first 'Made in Kenya' range from ASOS was introduced in 2010 in partnership with SOKO and each year since, the fashion retailer has shared unique garments crafted in Africa. This year, for the first time ever. ASOS' Made in Kenya collection is introducing entirely unisex fashions.
The new Made in Kenya range was dreamed up by ASOS' own in-house design team, plus creative input from 2ManySiblings, radio presenter Julie Adenuga, as well as model and activist Leomie Anderson. The handmade range includes everything from sundresses to kimonos and jumpsuits.
Through its fashion initiative, ASOS and SOKO set up the Kenyan Stitching Academy, which equips locals the skills they need to start their own businesses or work with manufacturers.
The new Made in Kenya range was dreamed up by ASOS' own in-house design team, plus creative input from 2ManySiblings, radio presenter Julie Adenuga, as well as model and activist Leomie Anderson. The handmade range includes everything from sundresses to kimonos and jumpsuits.
Through its fashion initiative, ASOS and SOKO set up the Kenyan Stitching Academy, which equips locals the skills they need to start their own businesses or work with manufacturers.
Trend Themes
1. Unisex Fashion - The rise of unisex fashion collections is creating new opportunities for brands to create genderless clothing items.
2. Handmade Clothing - The increased value that consumers place on handmade goods is creating innovative opportunities for local artisans to partner with global retailers.
3. Sustainable Fashion - The trend of producing environmentally conscious clothing is creating opportunities for fashion retailers to create unique products utilizing locally sourced materials.
Industry Implications
1. Fashion Retailers - Fashion retailers have the opportunity to capitalize on the growing demand for unisex clothing and sustainable fashion products by partnering with local artisans and manufacturers in developing countries.
2. Local Artisans - Local artisans have the opportunity to expand their businesses by partnering with global retailers to create unique and sustainable fashion products.
3. Educational Institutions - Educational institutions have the opportunity to help support their local economies by providing skills training in fashion design and manufacturing through initiatives like the Kenyan Stitching Academy.
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