The Spring/Summer 2020 fashion capsule by A Kind of Guise recognizes the heritage and uniqueness of Kente craftsmanship. After launching a seasonal lookbook that references Kumasi markets and after dropping a collection of West African-inspired shirts, the brand is finishing strong with a series of three beach bags that nod to the traditions of Ghanian culture. Kente craftsmanship is a tradition that dates back centuries and was formerly only reserved for members with royal status. In recent years, the weaving of Kente cloth has "become one of Ghana's most significant exports."
A Kind of Guise tapped local Kente workshops for the production of the beach bags and was able to support the local economy by doing so. In addition, the proceeds of the sales from the bags will go directly to the Dream Big Ghana Foundation which provides support, education, sport development, as well as health and sanitation services in risk communities in the country.
Kente Craftsmanship-Celebrating Bags
A Kind of Guise Rounds Its SS 2020 Line with Three Beach Bags
Trend Themes
1. Kente Craftsmanship - There is an opportunity for fashion brands to incorporate Kente craftsmanship into their designs, celebrating the heritage and uniqueness of Ghanian culture.
2. Local Production - Supporting local economies through collaboration with local artisans and workshops can be a disruptive innovation opportunity for fashion brands.
3. Socially Conscious Consumerism - Brands can tap into the trend of socially conscious consumerism by partnering with nonprofits and donating proceeds to causes aligned with their brand values.
Industry Implications
1. Fashion - The fashion industry can integrate Kente craftsmanship into their designs, creating unique and culturally significant products.
2. Artisanal Crafts - The artisanal crafts industry can benefit from collaborations with fashion brands, providing opportunities to showcase traditional craftsmanship and access new markets.
3. Nonprofit / Philanthropy - Nonprofit organizations focused on community development and social impact can partner with fashion brands to drive positive change and raise funds for important causes.