We are focusing on producing high-quality thought-out pieces
Cape Town, South Africa-based ONEOFEACH is owned by mother-and-daughter designer duo Tamburai and Pauline Chirume. ONEOFEACH promotes a spirit of creative authenticity where modern fibres meet ethnic traditional prints from all over Africa. Founders Tamburai Chirume & Pauline Munemo speaks to Fibre2Fashion about the concept, African prints and sustainability.
How did you come up with the concept of ONEOFEACH?
When we started the business in 2014, we started with off-cuts of leather and fabric, and we could actually only make one of each bag. We also really valued the individuality which was linked to the ethos of our brand and how we love people and give our clients the one-on-one attention. ONEOFEACH is not just a brand name, it is a culture, a movement and a lifestyle.
What does having ‘one of each size’ in a style mean for the consumers? Do they identify with this philosophy?
Our customers understand the value behind sustainability and the fact that having ‘one of each’ means that we are not mass producing but that we are taking our time to create and craft something that is unique and different, designed and made with them in mind. I think this is the direction in which conscious consumption is headed. Customers want to know that something has been designed with them in mind.
Can you describe the demographics of your consumers?
Our customers are predominantly women who are interested in businesses that are not only creating items but that are also creating an impact in society. We have a store in Cape Town, South Africa which is located in an area that serves many tourists. Therefore, our product has organically attracted an international market with the majority of our clients coming from the US. We have bagged took an award in 2021 and 2022 for The South African Exporter of the Year to the US under AGOA (The African Growth and Opportunity Act).
What is so unique about African prints? What makes them so popular?
The woven African fabrics such as the kente cloth and the Bogolan cloth are all handmade. The ankara fabrics are unique due to how colourful and vibrant they are. Although these textiles do not originate directly from Africa, they have a special relationship with the African continent as they have primarily been celebrated here.
What kinds of prints, fabrics and patterns does your latest collection include? What is the inspiration?
We are focusing mainly on fabrics we dye ourselves with natural dyes and thereafter embellish on it. We are focusing on handworks such as embroidery and beading as we believe that this art needs to be preserved.
Which are your major markets in South Africa and abroad?
In South Africa, predominantly Cape Town focusing on the locals (corporate gifts mainly), and abroad mainly the US. We get a lot of requests for corporate gifts for events as our pieces are quite unique.
What new product categories do you plan to explore next?
Nothing specific at the moment. Being a slow fashion brand means producing less, however we aim to keep training young women from underserved communities to become future leaders in the fashion industry to also contribute to diversity and equality in an industry that we feel is not always accessible to people from underserved communities.
Do you see more consumers embracing slow fashion? Or is it just a fad?
We definitely see conscious fashion and sustainability being key for any brand, primarily small businesses, as we are seeing consumers becoming more conscious about what they buy, who made it, what is it made from, what is the company culture, what are the values and morals of these companies, etc. These are all becoming important for the consumer.
What are you doing to stay sustainable yet stylish?
We are focusing on producing high-quality thought-out pieces that are meaningful to our consumers, we also only produce on demand meaning that we do not keep huge amounts of stock on hand. Passing on skills and training youth in our community is currently at the centre stage of what we are doing because we currently have a very high unemployment rate in South Africa, and we believe that if young women learn fashion skills, they will have the ability to do much more.
Published on: 08/07/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
