We are a grassroots-driven UK brand with a heart in Tanzania, East Africa. Our impactful essentials support talented Tanzanian artists through an inclusive and sustainable approach. Our mission is to create a community of SWEATIZENs who believe fashion should do more than look good. We have an all-female core team and support sustainable materials, such as organic Tanzanian cotton that empowers small-scale farmers and benefits women's livelihoods.
We love the vibrancy of African art
Are you bored of plain designs? Us too. We create premium, sustainably produced clothing that turns heads and makes you stand out from the crowd.
We love the colour and vibrancy of African art, and partner with Tanzanian artists whose unique, hand-drawn designs are digitally converted into our prints and embroidered motifs. Our Tanzanian-British founder Mustansir Amijee was introduced to the world of Tanzanian art through the famous TingaTinga style, founded by Edward TingaTinga, whose colorful works were created using low-cost materials such as bicycle paint. All of our artists continue to create despite huge social and economic barriers, and we are passionate about supporting their talent.
We empower our artists
Our mission is to improve the livelihoods of our artists and support the heritage of African art. We pay our artists a fair price upfront for the paintings we commission including design rights.
10% of the profits from our apparel sales are allocated to our Future Artist Fund. This is designed to support future artists in Tanzania, through the provision of art classes in local schools. We employ our artists to deliver these classes.
High-quality prints of our artists’ works can be purchased through our Art Gallery. The artists receive 30% profits from every print that we sell, as well as a fair price for the original commission.
We support the Tanzanian textile industry
Our organic Tanzanian cotton T-shirt collection empowers small-scale farmers and supports the textile industry in Tanzania.
Cotton is an important source of income for 500,000 small-holder farmers in Tanzania who live on just US$2 a day. We strongly support sustainable cotton cultivation, which is better for the environment and farmers' health. Organic cotton carries a price premium versus conventional cotton, thereby also improving their income levels.
90% of Tanzanian cotton is exported in raw form. We believe in empowering our textile industry partners in Tanzania, who process raw cotton to finished apparel in country and support the livelihoods of local women in particular.
We work with small-scale local partners
All of our designs are expertly embroidered and printed in the UK and Tanzania. We work exclusively with community-based partners who use ethical materials such as GOTS / OCS organic cotton and recycled polyester, in line with our ethos of sustainability and empowerment. Our base garments are sourced ethically from Tanzania and Bangladesh. Our main embroidery and printing partner is based in London, which reduces carbon costs and minimises waste. We think local, and our vision is to have our own artisanal embroidery and printing studio in London, UK.
We champion inclusivity and empowerment
We are a young and energetic start-up passionate about empowerment, operating an inclusive model. With the exception of our male founder, we have an all-female core team. We work with artists, models, dancers, photographers and videographers from Tanzania, empowering them to improve their livelihoods in a meaningful way. Our journey is only just beginning, but our founding values mean we will not leave anyone behind.