Afriek

Wear the change

It all started when Sivan, the founder of Afriek, travelled to Rwanda for her graduation. There, she witnessed firsthand how long-standing biases have shaped perceptions about Africa.

Determined to change these prevailing perspectives, Sivan embarked on a mission to create colourful, high-end fashion through equal collaboration with all partners. I was thrilled to support her in this inspiring initiative.

When Sivan approached me, I dedicated myself to ensuring Afriek's success. Collaborating with designer Maarten Geurink, I developed the brand's positioning, strategy, and identity.

Afriek has garnered recognition in national and international magazines such as Vogue and Elle.

CLIENT
Afriek

SIDE PROJECT
2016 - 2024

ROLE
Concept & Copy. Creative consultant.

A story that suits

The use of African prints in Afriek's designs immediately highlights the origin of the product. The recognisable patterns of the fabric have been shown to spark conversations.

When wearing Afriek, you have a story to tell — a narrative that speaks of equality, cooperation, and the mutual learning that can occur between cultures. It is a story that resonates and aligns perfectly with the brand's mission.

However, the colourful patterns conceal the complexities behind the brand — is it truly a collaboration when you have a Western white founder? This question became an important red thread in everything the brand does.

Providing the backstory

We created story labels with the name of the maker, hangtags filled with Piri Piri (a key ingredient in Rwandan cuisine), and hid Polaroids from the maker in each garment. In everything Afriek does, the branding serves as a tool to emphasize Afriek's mission: Connecting Cultures.

Colours cast in shadow 

Facing uncomfortable truths, Afriek confronts the challenges of operating as a white-owned business in Africa beneath the vibrant surface. White privilege and Western-centric thinking can lead to harmful missteps if unchecked.

To build authentic relationships and contribute positively, Afriek continually examines its biases, learns from local perspectives, and adapts its approach — an ongoing process of self-reflection and cultural humility essential for navigating the complexities of cross-cultural business.

As part of this commitment, Afriek organised a talk to openly discuss the ethical challenges they faced.

"Afriek believes in equality — all humans are equally worthy and should be treated equally and fairly."

Sivan, founder Afriek