—Afro Minimalist Fashion Brand
AJABENG is a Ghanaian unisex brand birthed at the intersection of minimalism and contemporary African art and culture. The brand combines these two seemingly tangential elements to create an aesthetic that captures both the purity of minimalism and the vibrancy of African culture. Inspired by the flamboyance of traditional African womenswear, the do-it-yourself style of the Accra’s streetwear scene and the bold geometry of art deco architecture, AJABENG experiments with both feminine and masculine design elements to create an aesthetic that as experimental as it is conservative.
The brands dedication to building a more sustainable fashion ecosystem is underscored by its commitment to fair employment practices, providing opportunities for young African creatives and maximizing the use of biodegradable materials in its creations
AJABENG made its international runway debut at Arise Fashion Week 2020 to much critical acclaim. The brand was selected as one of “30 under 30″ African brands by a panel of judges including Dawodu Mobolaji, Fashion Director for GQ Style USA and Naomi Campbell, international supermodel. AJABENG was subsequently selected as one of the Top 8 African brands along side LVMH Prize Finalist Kenneth Ize and South African fashion sensation MmusoMaxwell.
Since then, AJABENG has gone on to collaborate with acclaimed African creatives such as stylist Daniel Obasi, and Photographer Stephen Tayo. The brand has been featured in Clash Magazine modelled by Ghanaian indie music sensation Amaarae and on IndustrieAfrica worn by Cape Verdean songstress Mayra Andrade.