Ghana’s Ethical Fashion
Ethical fashion brand, Yevu, celebrates the vibrancy and colour of West African wax print and handmade textiles.
Australian/ Ghanaian label, Yevu, has led the charge in the global sustainable fashion movement. The ethical fashion label is dedicated to providing fashion that is conscious of its impact on the community and environment.
Yevu was set up by Australian, Anna Robertson, who had spent a year in Ghana and fell in love with the aesthetic of Ghana and the nation’s adoration of brightly coloured fabrics. Inspired by this and with her academic background in cross-cultural integration, Robertson set up a collective, inviting local tailors and artisans to form a design team and build a collection that could then be sold under the YEVU clothing umbrella.
“Yevu aims to celebrate the vibrancy, colour and chaos of West African wax print and handmade textiles by offering simple and contemporary designs to a wider market for men and women. This is achieved while supporting and sustaining local industry and small businesses in Ghana, generating economic and creative opportunities.” Anna Robertson
Primarily concerned with creating jobs and ensuring that Ghana’s long history of local textile production is continued, the YEVU Clothing brand ensures that everything it retails is manufactured in Ghana by Ghanaians. It also has done away with the conventional ‘seasonal’ system, and is also committed to women empowerment and the premise that empowered women are more likely to stay out of poverty than empowered men. Of their current 28 person workforce, 64% are women.
Yevu's first collection was released in Sydney in 2013 and sold out within one week. Since then, YEVU has expanded its design range to include menswear, womenswear and accessories and has put out three collections, retailing them through several pop up stores around the world.