Dreams, Denim, and Asooke: How a Vision Became a Trend

My love for African fabrics, especially asooke, has always been deep and personal. During my stay in the United Kingdom, I noticed how denim dominated street fashion. But every time I looked at denim, I couldn’t help but imagine it in asooke print. The strength, the quality, the class, denim and asooke share so much in common, apart from denim’s elasticity. That thought became my spark of inspiration.

When I made up my mind to work on my inspiration, I didn’t rush. Instead, I took my time. I shared the idea with a few trusted friends, asking for their thoughts on how the designs looked. Their acceptance gave me the courage to take it further.

I began experimenting, not just with pants but also with a jacket version. We tested several textures of asooke before finally concluding on our signature fabric texture. Some options had to be eliminated after our very first production, but those trials shaped the final outcome. The journey wasn’t quick, but it was worth it.

And today, what started as a small idea has become a trend, asooke pants and jackets are no longer a dream but a reality that resonates with modern African fashion.

Here’s the truth: Whatever you want to do, do it now. As you’re thinking, several others are thinking too. Someone somewhere may already be working on a similar idea, even if it’s not popular yet. Delay can cost you more than mistakes.

If you’d love to see how these designs turned out, kindly check them out on our website.

But my story doesn’t end here. Looking back, there’s something I wish I did differently when launching this collection—something that could have changed my journey and the brand’s story forever. I’ll be sharing that in my next post, and it’s a lesson every designer and creative should hear.

For now, I leave you with this: don’t wait, start now, invest in your dream, and market it boldly. The world is waiting.