The global fashion industry is huge, estimated at $2.4 trillion dollars and employs approximately 86 million people worldwide. Additionally, global consumption has risen to 62 million tons of apparel per year and is expected to rise to 102 million by 2030.

As more consumers want immediate red-carpet looks and influencers-endorsed outfits, more fashion brands are churning out pieces which has come to be known as fast fashion.
[ad]
While fast fashion is seen as affordable, easily accessible and mass produced, research has shown that it is doing more harm than good to creativity and creatives, the fashion industry and the environment as a whole.

For years, experts and industry stakeholders have urged adopting sustainable fashion as a way to not only preserve the environment but to also create more sustainable fashion pieces that can be styled in different ways and stand the test of time.

Sustainable fashion refers to clothing, shoes, and accessories produced in an environmentally and socially responsible manner, using ecofriendly/recyclable materials and minimising waste.

Sustainable fashion is important because it helps reduce the environmental and social impact of the fashion industry. By choosing sustainable clothing and sustainable materials, consumers can support ethical practices, reduce carbon emissions, and minimise waste.

A number of indigenous designers have started embracing sustainable, modern fashion and one brand that has been noticeably consistent in this regard is Toyosi Osobu’s AfrisWish.

Sustainable fashion is something that many Nigerian designers struggle with because production costs are already on the high side, they often want to churn out designs as quickly as possible to recoup money spent and make quick profits.

Founded three years ago in the capital city of Abuja, Nigeria, AfrisWish is a budding ethno-cultural brand connects Africans in the diaspora with their roots through fashion and caters for fashion lovers locally as well. Before founding AfrisWish, she birthed OTY Afrique in 2017, specialising in African fabrics and ready to wear clothing. Founding AfrisWish cemented her passion for promoting African fashion on a global scale.

It is well known that fashion has the amazing ability to tell stories, preserve heritage and foster a sense of belonging and AfrisWish is doing this in its own little way. Boasting unique, handcrafted pieces that celebrate the richness of the Nigerian and African culture, from the intricate patterns on the hand woven Adire to the vibrant colors of the Ankara, every single piece is a clear tribute to preserving the environment with the use of sustainable materials, dyes and local artisans.

A cursory look at the different pieces shows them up as works of art, infused with the history, traditions and spirit of Africa.

A cursory search through Osobu’s site reveals that she earned a master’s degree in Information Systems and Business Analysis from Aston University. This background has clearly played a critical role in her brand’s development, with the application of strategic and data-driven insights accelerating the brand’s budding growth and success.

There’s a common misconception that sustainable fashion is expensive and inaccessible but in reality, brands like AfrisWish show that sustainable fashion is not just affordable but beautiful and can be worn by all. By using locally sourced fabrics like Adire, Ankara and Aso-Oke, the brand is supporting local textile industries and ensuring local artisans remain employed. Because these fabrics are made from locally sourced materials including natural dyes and organic cotton, it ensures that the outfits produced by the brand are sustainable and environmentally friendly.

But AfrisWish is not stopping at sustainability alone as it is clearly blending modern fashion trends with the cultural significance of African textiles.
[ad]
Each piece from the brand’s collections are designed to tell a story, drawing on traditional African art forms, symbols and patterns. The use of traditional fabrics, sewn in modern day designs, show a rich history in contemporary fashion, allowing customers wear garments that carry cultural significance while effortlessly blending with modern day designs. With innovation in mind, the brand has traditional textiles juxtaposed with modern cuts, accents, silhouettes and embellishments that appeal to a global audience. Whether it’s a kaftan with a sleek modern fit or a traditional boubou reimagined with contemporary colors, the brand manages to stay rooted in African heritage while pushing the boundaries of fashion.

By focusing on timeless styles, investing in versatile pieces and incorporating sustainable elements into its design, AfrisWish has shown that sustainability is not just possible but outfits can be trendy, culturally appealing and fashionable that are not only beautiful and wearable but world class as well.
[ad]