WELCOME TO THE NEW AFRIEK
Welcome to the new AFRIEK. As you know we put the store on a break last year with the hope of coming back stronger and with a clearer vision and mission. Over the last couple of months, we have spent a lot of time thinking about our place in the world.
When Afriek launched in 2013 our mission was twofold:
- Work together based on equality to show the world what true collaboration looks like, and
- Share with more people through fashion, the beauty that Sivan encountered in Rwanda.
Since our launch, we learned that the second point is not our story to tell. There are so many amazing brands and people on the continent sharing their beautiful stories and heritage. Our role and main focus has shifted to collaborating based on equality and showing the world how we all thrive when we work together as equals.
As such, we've been working to add the necessary depth to the brand, to truly push forward fair and sustainable ways of cross-cultural collaboration. Our brand and our products are not Rwandan or African, but they are the birth child of equitable inter-continental collaboration. One thing that has become very clear to us, and that has since become our tagline, is that our difference is our power.
We’ve been working on the new branding and we have a series of products to share with you, so we really hope that you enjoy our new collections, and feel empowered and excited by the new AFRIEK!