HEAD, HEART AND CRAFT

The spirit of Africa can’t be explained, it can only really be felt. We see beauty in its chaos, survival in its resourcefulness and triumph in its consistent inconsistencies.

That’s why everything we do is based on three pillars of sustainability:
Environmental, Social and Economical. And much like a solid cast iron potjie pot,
we need all three legs to stand.

ENVIRONMENTAL

Reducing our earth-impact

Making something out of nothing is at the heart of the African way. Last year we sorted, stripped and tied (wait for it) 19 million six hundred thousand meters of colourful weft thread. Then we weaved it into 62,000 meters of our signature fabric. All by hand. To think that would have been landfill!

We’re fully committed to being eco-conscious.
Yebo, Ja and Yes to that.

SOCIAL

A future for African craft

We aren’t much without the artisans we collaborate with. The techniques and tools they use to make our goods have been passed down for decades. It’s an amazing culture that we’re proud to share with the world.

By bringing our contemporary style to their traditional workmanship, we keep an incredible craft alive and help future generations succeed.

ECONOMICAL

Afronomical all the way

This is Africa! Our artisans lead particularly modest lives, based pretty much in the middle of nowhere.

We believe in doing our best to strengthen their livelihoods and in making a positive ‘Afronomical’ contribution at large. From craftsmen to transportation partners and manufacturers, the Ashanti team is all-African.