Winner of Rising Sustainable Brand Award in New York 2024: The rise of Asantii to a global sustainable fashion brand

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

 After winning the prestigious 2024 Rising Sustainable Brand Award in New York, Rwandan based clothing line Asantii is primed to push its brand to the global market, according to Asanti’s analyst, Noble Nziza. Speaking to The New Times, Nziza said that “this prize inspired and motivated Asantii to keep pushing for the globalization of Made in Africa”. He added that Asantii’s road to being a global sustainable brand is truly one with intention and commitment to its people and the planet.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

 Founded by Rwandan entrepreneur, . She is a Rwandan woman entrepreneur with over 20 years of experience in the global fashion and garments industry in Europe but also in China and South East Asia and more recently since 2017, in Africa. Maryse is the founder of Pink Mango, an export-focused garment trading and manufacturing group. She is also the co-founder of the C&D Pink Mango Rwanda joint venture, a group of export-oriented garment factories employing jointly 5,000 workers in Rwanda to date, 70% of whom are women. 

Workers inside ASANTII shop in Rwanda[PHOTO ASANTII]

Maryse Mbonyumutwa CEO and founder of the ASANTII clothing brand { PHOTO ASANTII]

In 2022, Asantii, in February got recognised during an event hosted by Coterie New York, an organisation that links up-and-coming designers with knowledgeable insiders who can change the direction of fashion. The event was held on February 22, and was attended by 760 other people in the fashion sector from across the world.

“When you meet other brands in the community you realize everyone has the same hustle - fashion owners, fashion designers, fashion sellers - I love that aspect of COTERIE." - J Squared Showroom

 Their commitment to sustainability is based on the concept of "ubuntu," which translates as humanity; it is the idea that "I am" because "we are." It is seen largely in how they have established a conducive environment for their workers by giving daily meals, monthly sanitary pads, and subsidized groceries to all factory workers.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

Asantii believes that this is the first project of its kind, as they have made it their mission to add value to the rich skills Africa has. 80 per cent of the materials are sourced from the continent because Asantii is particularly conscious of the origins of its raw resources; their denim is sourced from Egypt, their cotton is sourced from Madagascar, and their added novelty fabrics are hand woven in Burkina Faso. They have also partnered with cooperatives in Rwanda for broidery and in South Africa for beading.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

 To create their collections, the Asantii team brings together 14 African designers they work with, each with their own brand, to share inspiration and heritage, rooted in the continent right from the initiation phase. Asantii particularly merges cultural heritage and industry knowledge to create timeless and effortless essentials that pay homage to Africans. The purpose of this project is to address the issue of Africa's thin representation in the global fashion industry—less than one per cent.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

The purpose of this project is to address the issue of Africa's thin representation in the global fashion industry—less than 1%. To widen the representation of fashion in Africa, Asantii became part of the first export and domestic garment factory in Rwanda and embarked on a passionate, sustainable journey.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

Maryse’s dedication to creating meaningful development in Africa, hence her decision to set up Pink Ubuntu, a CSR program which aims to improve the living conditions of workers, particularly women in the textile and garment industries across the African continent.  The clothing brand ASANTI is a contemporary pan African clothing brand celebrating the continent’s heritage and craftsmanship through sustainable and fair fashion. Asantii was launched in August 2022 and is currently available online and in selected concept stores in Kigali, Accra, Abidjan, London, New York, and Brussels.

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

Made by ASANTII clothing brand based in Kigali- Rwanda[PHOTO ASANTII]

Made by ASANTI clothing brand based in Kigali- Rwanda[PHOTO ASANTI] 

THE RCFS'S MEDIA