WEAR Ghana, a Ghana-based international fashion brand that celebrates African excellence with modern, unique styles and contemporary silhouettes. The brand is more than just a fashion label; it’s a beacon of empowerment for the next generation of African entrepreneurs, with a particular focus on uplifting women through the transformative power of fashion.
Founded in 2013 by friends and university roommates Awura Abena Agyeman and Angorkor Nai-Kwade, the brand emerged from a desire to promote locally made clothing and foster a sense of pride in Ghanaian craftsmanship. Their commitment was not only creating stylish garments but also to instill a sense of identity and cultural pride among Ghanaians.Her Story Will Inspire You(Wear Ghana)
The Evolution of WEAR Ghana
When WEAR Ghana started, it was uncommon to see people wearing Ghanaian-made clothing at non-traditional events. The founders aimed to understand how they could get Ghanaians interested in wearing clothing made in their own country. Initially, the brand operated on a made-to-measure model, crafting bespoke outfits for individual customers. However, recognizing the limitations of this approach for scalability, the founders pivoted to a ready-to-wear model in 2016, launching their GIGI collection.
The GIGI collection features stylish, contemporary clothing made from locally sourced African fabrics, including Ankara, wax print, and Kente cloth. This collection was designed to incorporate net fabrics, which were not commonly used in Ghanaian fashion, providing versatile options suitable for various occasions. The CEO explained, “We wanted to make something from scratch, right here and offer it in many different styles that will allow people to wear them.” This innovative approach allowed WEAR Ghana to fill a gap in the market for stylish, everyday wear that celebrates African heritage.
Awura Abena tells us how WEAR Ghana is creating their Bold New Normal. Join the 2022 Conference
Commitment to Local Craftsmanship
While the brand’s business model evolved, its focus remained on the Ghanaian market and its diaspora. The founders sought to engage Ghanaians in wearing locally made clothing, addressing the economic rationale behind this choice. The CEO remarked, “We couldn’t understand why if you are buying cars from outside, that made a little bit of sense to us, it takes a lot of technical experts to make a car but for clothing, we all know someone who sews, we didn’t understand why we were still importing so many cloths and we wanted to use the business to try and change something like that.” This commitment to local craftsmanship has empowered local artisans and tailors, creating a ripple effect of sustainability and self-reliance within the community. Wear Ghana is more than just a fashion brand; it’s a movement that challenges the status quo and redefines what it means to proudly embrace Ghanaian-made products.
An engaging conversation with the Co-Founder of @wearghana on the first episode of Orange Vibes.
Navigating Economic Challenges
Despite challenges such as currency depreciation affecting profitability, WEAR Ghana has maintained a strong demand for its products. The CEO noted that while economic conditions can impact consumer spending, the brand has successfully expanded its customer base internationally, particularly in markets like the US, UK, and Europe. This global outreach not only helps mitigate local economic fluctuations but also allows the brand to tap into markets willing to pay premium prices for their unique offerings. The CEO emphasized that selling in foreign markets helps buffer against the depreciation of the Ghanaian cedi, which has been a significant concern for local businesses.
Social Responsibility and Community Impact
The garment and textile industry is pivotal for Ghana’s economy, as highlighted by data from the World Bank and the African Development Bank. This sector is exceptionally strategic due to its ability to offer a wide range of employment opportunities. As the CEO explained, “You can pick someone from the street and teach them how to sew in a couple of months, and the industry can employ all sorts of people—those with master’s degrees as well as those with no formal education.”
WEAR Ghana exemplifies this inclusive employment model. Over the years, the brand has created a diverse array of jobs, from production tailors and assistants to design professionals, marketing experts, and customer experience teams. The company’s commitment to sourcing wax prints directly from local suppliers supports jobs in the textile sector, while its procurement of threads and other sewing accessories bolsters livelihoods in areas like Makola.
Moreover, WEAR Ghana’s impact extends beyond direct employment. The brand collaborates with print houses for branding and packaging and engages delivery service providers, contributing to a broad economic ecosystem. By supporting local suppliers and partners, WEAR Ghana fosters a sustainable network that enhances the overall economic well-being of the community. This comprehensive approach not only supports local artisans but also strengthens the entire garment and textile industry in Ghana, demonstrating the brand’s dedication to driving economic growth and development.
Since its inception, WEAR Ghana has initiated iconic community-building campaigns such as #WorldGIGIDay, #FreeURStyleFriday, and #DoGhanaGood. These campaigns aim to empower Ghanaians and Africans, both domestically and internationally, to build collective pride in the continent. Additionally, the brand sponsored a free introductory tailoring course for women, further demonstrating its commitment to social upliftment.
In addition to direct employment, WEAR Ghana supports the broader textile ecosystem by sourcing materials from local suppliers. The brand insists on buying wax prints directly from reputable sources to ensure quality and authenticity. This practice not only guarantees that the textiles used are of high quality but also helps sustain jobs in the textile industry. By working with local print houses and delivery service providers, WEAR Ghana fosters a network of businesses that collectively contribute to the economic growth of the region.
Vision and Future Aspirations
WEAR Ghana aspires to become Africa’s most loved brand, with a mission to celebrate African excellence through fashion, inspire future entrepreneurs, and create opportunities for women. The founders envision a future where African fashion is recognized globally, and they are actively working to expand their market share in countries such as the US, UK, and various African nations. By leveraging the growing interest in African culture and fashion, WEAR Ghana aims to position itself as a leader in the global fashion industry.
WEAR Ghana stands as a testament to the potential of African entrepreneurship in the fashion sector. By blending traditional Ghanaian textiles with modern design, the brand not only elevates local craftsmanship but also inspires a new generation of entrepreneurs. As they continue to grow and innovate, WEAR Ghana is making significant strides toward a more sustainable and self-reliant fashion industry in Ghana, proving that fashion can be a powerful vehicle for social change and economic empowerment.
For more information, visit www. wearghana.com
