There’s a new Dubai-based brand on the block that is focusing on ethical fashion to bring unique pieces to the discernible shopper’s wardrobe. Efro & Co creates t-shirts, dresses, bombers, and pants with “afro-ethnic” flair. Founder and creative director Dina Yassin references her mixed heritage in her designs, she was born in Sudan to Eritrean parents and raised in the UAE.
“My aesthetic is spirited, global, and imbued with a unique vitality,” she says of her clothes. Most fabrics of this particular collection are sourced in Sudan, like the “Firka Garmasees,” a deep burgundy yellow striped plaid, generally used for weddings. The “Abu Jadid,” a creamy handwoven organic cotton, and pure silk chiffon are also used. The clothes are made in the UAE and East Africa. As for the reasonable price point, Yassin offers, “We source good quality and mostly organic fabric from local artisans in Africa and here in the region at affordable prices while making them at a decent cost. We’re able to maintain affordable and great quality clothing that is sustainable and timeless.
The Ramadan capsule, titled “Dhahabu” or “gold” in Swahili, blends rich, organic textures and colors recalling Sudan and wax print details from Kenya. More than eye-catching, the 12 pieces that fuse traditional costume with streetwear and pop culture appear to radiate the energy of its makers who hail from global cities and remote communities alike.
Videography & Edit: Sam Allison
Photography: Martin Beck
Makeup & Hair: Anneken Meerits
Models: Ayan and John Lambert
Production: The Collective