fyeahethiopia

Launched in 2009, SAWA has steadily been making tracks to offer a solid ‘vintage’ inspired sneaker line-up 100% made in Africa. Like every fledgling business, they have had to make some adjustments along the way, like moving production to Ethiopia since we last interviewed them. Medhi told us that the move just made sense in terms of streamlining production and ensuring quality control. That decision is paying off given the calibre of their retailers, the likes of London-based Dover Street Market and latest addition, J. Crew for the North American market and Tomorrowland in Japan.

So here we feature their newest model which just launched and pays homage to Ethiopia, naming it Tsagué. Topping it off, their latest creative including website re-design was all done in Addis Ababa, using a locally-based creative studio, 360 Ground. Without a doubt, SAWA is evidence that a street savvy brand can be produced on the continent. Now it’s just up to you to vote with your feet!

via: http://www.anotherafrica.net

Even better, read SAWA’s “About Us”  page on their website:

We have always been told beautiful stories about Africa : the man of the jungle ,King Kong and his beloved woman climbing the roofs of New York, hakuna matata !!!

And let’s not forget the stories for the adults:  the super-heroes of the IMF, the good souls of the World Bank and the top economists convinced that the African Miracle is about to happen… one day or the other.

The World loves Africa. The World sings for Africa. The World offers Africa pens, clothes, cars…

If one day it were to snow in Africa, would people send us winter coats and snowboards?

Sawa project does not have the so-called generosity of brands which use Africa just to glorify themselves

Sawa is a fashion brand which has taken the challenge to fabricate shoes in Africa.

All the added value benefits the Continent.

Sawa has just the courage of its opinions and marketing choices

We are told here and there that the climate of the planet is going crazy…

…when the snow falls in Africa, we will be ready to produce the best ski boots….and snowboards!