Our Story
The story of ADJOAA's approach to African fashion & art in Australasia.
Our Story
The story of ADJOAA's approach to African fashion & art in Australasia.
our story
ADJOAA is an internationally-focused Social Impact Enterprise providing tailored solutions, brand visibility and commercial opportunities for emerging and established African fashion designers and artists in Australasia (Australia, New Zealand, Singapore, Hong Kong & Japan).
We exist to demystify Africa: challenging stockists, buyers and potential customers in the Australasian region to discover new opportunities and to fall in love with ethical & consciously made brands from the Continent of Africa. ADJOAA represents a range of contemporary artists, womenswear, menswear and accessories designers.
Our Platforms
Details regarding ADJOAA's three platforms, Africa Fashion Festival, Showroom 67, and A-Collective.
Our Platforms
Details regarding ADJOAA's three platforms, Africa Fashion Festival, Showroom 67, and A-Collective.
Our Platforms
AFRICA FASHION FESTIVAL
An annual fashion show in Wellington, New Zealand, showcasing emerging and established African designers and artists and connecting them with potential buyers.
A-COLLECTIVE
An online retail platform offering customers in the Australasian region access to a curated selection of luxury African fashion brands and accessories at a click of a button.
Showroom 67
A brand representation and advising service for African fashion brands and contemporary artists. We connect those we represent with stockists all over Australasia.
Our Philosophy
The ethos of ADJOAA, why we do what we do and the principles of our social enterprise
Our Philosophy
The ethos of ADJOAA, why we do what we do and the principles of our social enterprise
Our Philosophy
ETHICAL MANUFACTURING
We work with designers and artists who are committed to creating jobs and providing better conditions for their workers.
MISSION DRIVEN AND IMPACT FOCUSED
Our focus is job creation, skills training and enabling opportunities for responsible investment in human capital and infrastructure in Africa.
SUSTAINABLE SOURCING
We work with brands that are socially and environmentally responsible and are willing to adopt sustainable practices.
TRANSPARENT AND INNOVATIVE PRACTICES
We believe in transparent business practices, investing in innovation as well as revitalising and preserving traditional manufacturing techniques.
Our Journey
ADJOAA's journey to becoming Australasia's premiere African luxury fashion and art platform.
Our Journey
ADJOAA's journey to becoming Australasia's premiere African luxury fashion and art platform.
Our Journey
Our Designers
ADJOAA's current portfolio of designers.
Our Designers
ADJOAA's current portfolio of designers.
Our Designers
Our Social Impact
ADJOAA's plan for creating a positive impact on the world, via social enterprise.
Our Social Impact
ADJOAA's plan for creating a positive impact on the world, via social enterprise.
Our Social Impact
MISSION STATEMENT
ADJOAA’s mission is to create social change through fashion and arts by supporting economic and social development through job creation, education, vocational training and mentorship.
''We believe education is the most powerful weapon which you can use to change the world''.
In line with this believe, ADJOAA will invest 10 percent of its proceeds in education and skills training for young Africans in New Zealand and across Africa in collaboration with the designers and artists we work with.
social initiatives
A mentoring programme to empower young Africans in New Zealand to engage in their communities.
A year internship for three talented design graduates with our Social Impact Enterprise ADJOAA and one of our participating designers.
Supporting education in parts of Africa through mobile libraries and book club initiatives within selected schools and communities in the countries of the participating designers.
Our Team
The team at ADJOAA
Our Team
The team at ADJOAA
Our Team
PINAMAN OWUSU-BANAHENE
Founder & Executive Producer
The brains & brawn behind ADJOAA. Pinaman Owusu-Banahene was born in Accra, Ghana and has been living in New Zealand since 2003.
Pinaman has a strong interest in fashion, philanthropy & public policy. ADJOAA, launched in 2011, combines all of her passions to offer emerging African designers & artists a platform to showcase their work in Australasia.
MICHELLE MARIUS
Chief Strategic Advisor
Michelle's background in is Telecoms and ICT, but her passion is for managing people, resources and projects.
Jamaica based Michelle has been the chief cheerleader, strategic advisor and a peer-mentor to Pinaman since 2011.
