EXPRESS YOUSELF – Distinguish your personal identity with unique authentic creative styles.
There is a new player on the men’s fashion market: AFFASO – House of African Prints. The fashion brand is based in the Netherlands and the first exclusive collection of shirts is about to be launched on the webshop: www.affaso.com. For the global consumer who wants to show himself.
AFFASO designs are based on wax prints with a rich history and that were well preserved. The brand rediscovers authentic African stories, drawings and colours and combines this with a luxuriously comfortable fabric and a great fit. The designs were preserved in European archives and some go back more than 100 years. AFFASO believes that these designs are distinguished by their unique and creative look.
In the past, African fabrics were printed using the wax technology, which resulted in ‘perfect imperfections’ of the drawings and colours. These ‘perfect imperfections’ are considered to be the signature of this technique. Nowadays modern digital printing technology offers the same unique look on luxury fabric. AFFASO acts as curator and conserves, revalues and redefines this handmade print designs with meaning.
The first clothing design is a ‘long-sleeve”’shirt in different prints. Other product categories will be added from 2019 onwards, possibly in collaboration with designers and stylists that are in line with the ideas of AFFASO. The brand also plans to distribute products via wholesale channels.
The AFFASO brand launch is an initiative of a team with extensive experience at higher segment fashion companies (brands such as Laura Ashley, Nike, Mexx, Vlisco, Uniwax, Woodin, GTP, ABC, DaViva and Excellence). During the years in which the team operated in Africa, they recognised the beautiful African designs relevant in the current global fashion trends.
Hans Ouwendijk, Managing Director of AFFASO: ‘We are delighted that we can offer the best print designs from the African past with high-quality comfort to today’s consumer’.
LIFE IS TOO SHORT TO WEAR BORING CLOTHES