We live in the consumer era, where the only thing companies want to do is sell. Even fields such as design, long held as creative and innovative, now focus largely on sales. Modern fashion is no longer about creating and being different, it is now about feeding into trends to create sales and generate profits. One designer makes a hit, everyone rushes to copy and replicate.
Having grown up in Africa (Cameroon, Nigeria, DR Congo, Kenya) and Europe (U.K, France, Italy), it is easy to see the lines that divide fashion and design. European designers appropriate African themes for one-off designs and marketing campaigns, while African designers focus solely on Africa, where they feel their designs will be most appreciated in contrast to Europe, where they appear only as passing trends. Our designs merge African culture with European silhouettes. What we are trying to do is merge both worlds seamlessly and consistently, not merely as a passing trend or summer collection.The idea behind the brand, everything from the design process to the order process is simple; create value by treating customers like the individuals they are and not as sales figures and target markets.
All of our blazer pieces are handmade and custom made to measure in Cameroon, with designs limited per country. Customers get to pick their design, colour and have the option to have their initials embroidered. Our blazers also feature traditional Cameroon prints, and we make sure not to send similar prints to the same city (just in case you run into someone wearing the same design, colour and initials!) The result is simple; you get what you want, not what you’re told to want. With that said, I’m pleased to introduce our debut piece, the Mist blazer.