The campaign for wear, eat and live the African dream started with a handful of countries that stood up with the aim of promoting locally made clothes to the mainstream market and draw more patronage to them.

A couple of years ago, Ghana launched the ‘Friday Wear’ initiative that mandate citizenry to make the conscious effort to be clad in outfits designed with fabrics from the country or any other African country. This move was to push the agenda for the consumption of locally made prints, and it has yielded great results.

South Africa has also joined the initiative to get more attention to local fashion labels with the launch of the Wear South Africa Festival in conjunction with Southern African Clothing and Textile Workers Union. A series of event that seeks to follow steps to increase sales of outfits made in the country at the expense of the foreign ones. With the bigger picture of creating more jobs for the designers, distributors and marketers.

The initiative held its recent display of South African outfits at the Cape Town International Jazz Festival. Therefore, based on the success of that, organizers are putting together another show on Saturday, April 7, 2018, at the Canal Walk Shopping Center, Cape Town.

See photos from the previous event below:

Image Source: WearSouthAfrica

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