Sapelle’s design ethos is based on fusing authentic African heritage design with a contemporary style aesthetic to create unique pieces for the modern woman seeking to experience global cultures. This season, Sapelle captures the spirit of an ancient African textile tradition – the ADIRE (or ‘tied and dyed’ in the West African Yoruba language), and celebrates the artisans who have kept this tradition alive for many centuries.
The tradition of resist- and tie-dyeing goes back centuries in West Africa, with the earliest known example from the Dogon kingdom in Mali in the 11th century. The early 20th century saw a boom in Adire artisanship, making it a major local craft in Abeokuta and Ibadan regions of Nigeria and attracting buyers from all over West Africa.
Whether created by old techniques or new innovations, Adire today faces challenges and competition from digital and machine prints and other textiles produced in Asia. The craft, which was previously passed down the generations, is now at risk of dying out as young people seek employment in other sectors. Our wish is to see more people around the discovering and enjoying this textile, thereby creating demand for it and employment among the adire artisans.
Sapelle x ADIRE
Sapelle has partnered with one of the most reputable Adire producers in the capital of the craft, Abeokuta to produce a line of custom Adire textiles for the Summer 18 capsule.
“This is an exciting time in the African creative industry, with events like ‘Black Panther’ movie release and the rise of Afrobeats music and contemporary art increasing the public’s awareness of Africa as an important player in modern global culture. Since 2012 Sapelle has worked mainly with Ankara/ Wax prints that are synonymous with African traditional fashion, and which have a shared history with the Dutch who mechanised the printing of Wax prints,” shared CEO Daphne Kasambala.
“This season we go deeper into our exploration of African textiles by focusing on a textile that long pre-dates the Ankara or wax print. We’re excited to be focusing on Adire in this campaign as it brings new depth and meaning to our work, taking our customers on a journey into an African heritage textile that was born and nurtured in Africa.”
The campaign was shot against a simple backdrop that allows the vibrancy of the prints to speak for themselves. The range includes this season’s hot colours from shades of blues that are typical of the ADIRE indigo tradition to the hot pinks and bold pastels that adorned the SS18 runways.
Click here to see the full range.
From Saturday 27th May to 3rd June, we will be hosting the Pop-up of Nigerian designer Fatima Kamselem’s accessories brand PhatKam. Fatima’s range of accessories is infused with vibrant wax prints that are sourced locally and handmade by her team of skilled craftspeople. Sapelle worked with Fatima to co-design the range that we will be showcasing in the shop. The range includes bags for the stylish woman with a busy lifestyle and a love for unique design.
Sapelle is excited to work with Fatima because of our commitment to not only showcase African-inspired products, but more importatnly, to source from Africa and work with people who share this commitment. Because of the challenges faced by producers in many African locations, the temptation to outsource production to the Far East or Europe where the road to production is smoother, is often strong. We were drawn to Fatima’s ‘made in Africa’ ethos and were happy to co-design on certain features like the choice of fabrics and functional features.
Linda from our team caught up with Fatima this week to ask her a few questions about her experiences of doing business in Nigeria.
Q: African Fashion is usually associated with low-quality products. What’s it like to produce in Nigeria and manage to maintain high-quality standards?
Maintaining high standards for me stems from the passion I have for what I do. When you commit wholeheartedly to something, you don’t allow yourself to cut corners and that is where the quality begins to slip; when people want to cut corners. I think being true to what I do has allowed me to maintain a high standard
Q: Our customers hear about “Made in Africa” but what is your experience of this practice on the ground? Why is it important for you to produce in Nigeria? What positive and negative experiences have you had when producing in Nigeria?
The made in Africa movement is one lot of young Africans are hopping on everyday. As someone who is proud of her heritage, I always wanted to showcase that to the world and my products became a perfect avenue to channel all that energy. Producing locally and knowing that I’m directly impacting the lives of locals is one of my main motivations for doing what I do. Like every other entrepreneur, there’s always challenges and my journey hasn’t been any different but those are the moments that make the journey all that more interesting.
Q: How does your production activity impact lives of Nigerians you employ?
My employees are people like me who have an affinity for fashion; and are as passionate about Africa as I am. They have the same vision I have for the brand and it gives them the opportunity to hone their own skills and someday have a brand of their own. They would, in turn, hire other people and give as many people as possible a chance to better their lives
Q: Is it challenging to find quality raw materials for your brand? How do you overcome the challenges?
Given how famous the traditional African attire is in Nigeria, sourcing raw materials has not been too difficult.
Q: Few women start their own business. As a woman, how would you describe your journey of entrepreneurship, furthermore in Nigeria?
Entrepreneurship is challenging anywhere in the world, but even more so here in Nigeria. The business climate is just starting to improve, as the government is realizing the importance of entrepreneurs to the economy. Being a woman, the biggest challenge is the lack of representation but I’ve had a few personal women in my life that have laid the foundation for my journey; and in them, I have always found a helping hand
Q: When did you realise that you wanted to start your own company?
I have started several ventures in the past and when I got this idea, it was a natural progression that made sense. I have the opportunity to fuse two things I am very passionate about namely, my African roots and fashion.
Q: How do you mix African inspirations with the modern’s expectations of your customers?
People’s tastes change all the time in fashion. Recently, we have been noticing a trend shift all around the world where people are being more and more receptive to African fashion.