FASHTALKS WITH ASANTII

What did the beginnings of ASANTII look like?

The Pink Mango journey started as an export-led business. After noticing we were producing and creating opportunities for businesses outside the continent, I wanted to use my platform to foster African fashion. The idea for the Asantii brand grew from there. 

"I wanted to create a brand the world needed - to be sustainable and first in class for ethical practices."

How did the brand's name come to be?

Asantii is a subtle thank-you through fashion to a continent that has given us all so much. The name is inspired by the Swahili word Asante, which means "thank you."

Could you tell us more about the designers at ASANTII?

Fostering a spirit of Ubuntu ("I am because we are"), supporting African designers, artists, and artisans is at the heart of Asantii. We believe in purpose-driven fashion, which is reflected in the team of designers we work with. Our diverse team spans 12 African countries—North, South, East, and West Africa—creating collections that are rich in cultural heritage and full of creativity.

Where do you find inspiration?

When our Design Lead creates the design brief, it is shared with our team of 16 designers across Africa. From there, each taps into their individual experiences, surroundings, cultures, and influences to create the beautiful pieces in our collections. They infuse the brand with elements unique to their own cultures.

What do you feel sets your brand apart from the rest?

We were recently honored with a 2024 award for being a rising sustainable brand. We are consciously sourced and made, with traceability across all parts of our production line. Additionally, the freshness and designs of our collections are inspired by a part of the world rarely represented in the fashion industry.

Do you have a favorite piece in your shop?

The Ohemaa Sunset Print Coat is my favorite—it’s a stunning piece. The printed denim and the versatility of the style make it special. You can wear it as a coat or a dress—it’s like having multiple garments in one.

What was your previous work experience before launching your brand?

Garment trading and manufacturing. 

What brand values are most important for ASANTII?

The brand pillars of Asantii are Pride, Wisdom, and Gratitude. 

We are proud to share and build upon the majestic wealth of African heritage and creativity. Wisdom relates to how we use our industry knowledge to make a positive impact in the sustainable fashion space. 

"Lastly, by embracing Ubuntu, we make a commitment to uplifting everyone alike."

What were some hurdles you had to overcome in your business?

- Training our workers to reach the desired level of workmanship.

- Managing remote work with teams in four different locations.

- Staying true to the DNA of being sourced from Africa, despite the overheads involved.

Do you find it difficult to have a brand based in Kigali, Rwanda? What are the perks versus the challenges?

One of the greatest challenges is the lack of an ecosystem of people, services, and materials—it can be frustrating at times. Everything needs to be imported, which can be expensive.

The perks, however, include the abundant creativity and talent available, as well as the enthusiasm in this young industry.

How has the fashion industry changed since you first started out?

We are seeing the big shift towards sustainability, both for brands and consumers. However, the rapid rise of fast fashion is a negative trend—it’s really two sides of the same coin.

If you could go back and tell yourself one thing before beginning your career, what would it be?

Find your mission in life as early as possible and use it to guide every decision you make.