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Our Story


The story of ADJOAA's approach to African fashion & art in Australasia.

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Our Story


The story of ADJOAA's approach to African fashion & art in Australasia.

The Story of ADJOAA
 

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. 

 
 
ADJOAA's signature pattern motif.
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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.

ADJOAA's Platforms

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.

 
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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 

ADJOAA's philosophy and approach to fashion

Our Philosophy

ADJOAA supports ethical manufacturing

ETHICAL MANUFACTURING

We work with designers and artists who are committed to creating jobs and providing better conditions for their workers.

 
ADJOAA is committed to their mission

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.

ADJOAA is concerned with sustainable sourcing of product

SUSTAINABLE SOURCING

We work with brands that are socially and environmentally responsible and are willing to adopt sustainable practices.

 
ADJOAA is transparent and innovative

TRANSPARENT AND INNOVATIVE PRACTICES

We believe in transparent business practices, investing in innovation as well as revitalising and preserving traditional manufacturing techniques. 

 
ADJOAA's signature pattern motif
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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.

ADJOAA's journey to success

Our Journey

 
 
 
ADJOAA's signature pattern motif
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Our Designers


ADJOAA's current portfolio of designers.

Our Designers


ADJOAA's current portfolio of designers.

Our Designers

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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.

How ADJOAA has a social impact

Our Social Impact

 
ADJOAA's missions statement

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.

ADJOAA's social intiatives

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.

 
 
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Our Team


The team at ADJOAA

Our Team


The team at ADJOAA

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.

KIERAN STOWERS

Creative Director, Design

Kieran Stowers is an award-winning Graphic Designer and Typographer. . 

Currently based in Australia, where he leads the ADJOAA design team from whiles travelling regularly to Wellington.

kieranstowers.co.nz.

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.  

 
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