Building a Kenyan Brand with “Kitenge” – Ayumi Awil-Taki(アウィル・タキ・アユミ)

In the following video, I introduce a woman who is dedicated to creating clothing using “Kitenge”, a traditional craft material in Kenya. (The audio is in Japanese, so please use the English subtitle.)

Summary

Ayumi Awil-Taki, referred to as Ayumi henceforth, encountered the fabric known as “Kitenge” at an art gallery in Rwanda during her travels across 45 countries over five years. Captivated by its vibrant colors and cultural significance, she decided to embark on a fashion journey, relocating to Nairobi, East Africa’s hub where Kitenge is readily available.

With no formal training in fashion design, Ayumi has successfully launched her brand, embracing the allure of Kitenge. Her creations focus on flattering the female form, merging traditional Kitenge patterns with contemporary tailoring techniques. A deep reverence for Kitenge and a constant drive to innovate are woven into her work.

Exploring Ayumi’s Kitenge-Based Brand.

Product Features

Ayumi’s fashion brand utilizes the rich traditional African colors and patterns of Kitenge fabric. The Kitenge she chooses is more than just fabric; it is durable, vibrant, and each print carries deep meanings reflecting African culture and history. She follows a unique policy of creating only one garment from each print, making every item exclusively one-of-a-kind.

Her core design philosophy is a commitment to silhouettes that enhance female beauty. For instance, she designs jumpsuit sleeves and pants to be three-quarter length to slim the appearance of arms and ankles, respectively. She employs tapered designs on the arms that gradually widen and are cinched at certain points to create a slimming effect on the arms and, by extension, a slimmer overall silhouette. For ankles, the same principle is applied by ending jumpsuit hems at just the right spot to make the ankles appear slimmer.

Self-Taught Method

Ayumi’s journey into fashion design began with her taking apart readymade clothes to understand their construction. This hands-on approach proved to be an effective method for comprehending how garments are made. She learned about fabric cutting, sewing, and how these components come together to form a piece of clothing through actual garments. This passion-driven approach helped her overcome the challenges associated with acquiring these skills. By cutting, sewing, and finishing garments with her own hands, Ayumi not only honed her design skills but also deepened her understanding of fabric handling and attention to detail in garment making.

A Turning Point

A major turning point for Ayumi’s fashion brand garnering global attention came when a Canadian film director wore one of her designed dresses to a glamorous Hollywood gala, and the moment was shared on social media. This event sparked a wave of worldwide interest in her creations, leading to a surge in orders from various countries.

The buzz expanded further through word-of-mouth on social media. Ayumi’s innovative designs and superior quality spread quickly through digital platforms, further elevating the esteem of her work.

Ayumi has a no-compromise attitude towards the quality of her products, personally overseeing every step from the finishing of buttonholes to the final inspection. This meticulous attention to detail and dedication have earned her products a high level of trust and repeat business from customers.

Furthermore, her policy of creating one garment from each print adds a level of exclusivity and uniqueness to her products. This approach allows customers to experience a “once in a lifetime” encounter with her creations, giving her brand a special value.

Processes

キテンゲは、特定の枠やことわざメッセージが含まれるカンガとは異なり、連続したデザインが特徴的です。キテンゲには枠状のプリントやセイイングがなく、デザインは布全体に広がっています。通常、幅約1メートル、長さ5.4メートル（6ヤード）の寸法で販売され、この長さを3等分にした大きさ、つまり約1メートル×1.8メートルのサイズが1パーニュ（単位）として数えられます。