For a while, African fashion has had an unspoken definition as clothing made using fabric with popular African patterns or adding traditional african patterns by means of embroidery on different clothing items and fashion accessories. Many other designers on the continent who are not into patterns have made a name by simply trying to replicate red carpet looks by popular celebrities around the world - usually designs originally made by big European fashion houses.
That idea of African fashion can be limiting for those venturing into the fashion industry in Africa. It also presents very little opportunity for African fashion designers to participate in the global fashion industry. OII Company is looking to change that narrative with designs like the 'sports Gandu' which is a reimagination of the Gandura, an outfit popular in the northern and western parts of Africa. .
When we talk of innovation in fashion, it might be hard for the average shopper to see but that is what oii company is doing. Innovation in achieving results with alternate methods, materials, and designs, and innovation in the fashion business model. The brand sells on pre-order only and collections are limited. All orders must be placed digitally, clearly a means of targeting a certain kind of buyer and a means of controlling inventory costs which is one of the major killers of fashion startups.
The pre-order window for the current collection closes in two days. The ARMMXX collection includes leather traveling and accessory bags, a clear fanny pack and more.
You can learn more about the company and see their products by visiting their website www.oiicompany.com
