The Beat - The Udu

The udu drum originated from the Igbo people of Nigeria. Unlike other percussion instruments, the udu drum was invented and developed by the women of the Igbo people from clay pots.In fact, Udu means pot in Igbo.

These clay pots are used to carry and store water from the river to their homes. Although the udu looks like an exotic instrument, the udu is a big part of the Igbo's way of life, and you would find a lot of these littered in their homes.

Shop the Aimas udu print here.


Image Source: http://bodyandmindforallwomen.blogspot.com/2011_10_01_archive.html

Feel the Rhythm - it's THE BEAT

The Udu Pants

It's always great to see heritage shine through in design, and with "The Beat" collection, it not only shines but boogies too.

Inspired by African history and culture rooted in music, musical instruments and dance, this collection - by the artistic brand Aimas (best known for handpainted tees and fabulous accessories), sees the use of own designed prints translated onto casual, wearable pieces.

The collection tells the story of African music and its role in society - for example, the use of songs for religious ceremonies and rituals, to teach and give guidance, to tell stories, to mark the stages of life and death and to provide political guidance or express discontent. In African culture, the beat of a drum can be used to relay a message in what many understand as drum languages or "talking drums".

Shop "The Beat" Collection today exclusively on www.myasho.com

Clutch Alert!

Blue Print Box Clutch by O'Eclat Designs

We've got new clutches in store. Different shapes, sizes, fabrics and colours - there's a clutch for every occasion (and of course - for every budget!). View our clutches here

Fab Item of the Day - Yinka Necklaces

We are so in love with these Yinka Necklaces from Bestow Elan. Available in 4 stunning print options, these bib neck pieces offer some serious pizazz.

For a daytime look team with a simple white vest, a casual jacket and jeans. For evening glam, wear over a black cocktail dress and don some killer heels.

Simply affordable at only £20 per piece, purchase yours today on myasho.com.

JUST IN- Print Loop Scarf by Malaika

As promised we have brand new pieces in store just for you. This week we start with this versatile print loop scarf (Kofi) by Malaika designs. Looks great on guys and gals alike!

• 100% Cotton
• Mashine Wash Cold
• Length: 2 m
• Width 30cm

Stop Press: Bestow Elan in Grazia

One of our very own My Asho designers has been featured in Grazia magazine (June 2012). This gorgeous top is the Kra Kra Flyaway top by Bestow Elan. The gorgeous pleated neck detail and beautiful green print make for a top that can be worn in so many ways.

Browse the rest of the Bestow Elan collection on My Asho

Is Anything African Anymore? Join the debate #Africanfashion

Marni for H&M

A couple of weeks ago, I went for a fancy dinner in Knightsbridge, London. On leaving the restaurant, I saw a modelesque Sloaney popping out for a cigarette. She was wearing a pair of trousers similar to a pair of Jewel by Lisa trousers I own, and so I rushed over and asked excitedly "OMG! where did you get your trousers?" and she said "H&M". I literally just walked away.

I don't know why I expected her to say Jewel by Lisa, or even mention an African designer. All I know is I was frustrated. Marni for H&M, Burberry. It's all over the high street, in Harrods, Harvey Nicks, it's popping up in a Primark near you. Wherever you look. It's everywhere. The African Print revolution has reached the masses of the Western world yet the biggest users of these prints, the designers who work with these prints on a daily basis are making next to nothing. Great job!

Following recent blog posts and tweets from the fabulous Terrence Sambo of OneNigerianBoy.com, I learned about Burberrys visit to the JBL studio in Lagos, Nigeria. They were just having a little look see it seems. Fair enough, free country - except Lagos isn't really the kind of place one just pops over to for a little look see. Anyways, they did. They had a look see, and then they made $1billion in profits. Interesting.

JBL - Cover of Genevieve Mag November 2009

Burberry SS12 Collection

I'm not an economist, but I do have a PhD, so I'm somewhat bright. Africa is a continent with tremendous potential (no sh*t Sherlock!). A friend who just visited Nigeria said to me "seems there are a lot more foreigners there than the last time I went". Smart business people are looking to Africa for business. So imagine how saddened I was to hear from several designers during a recent buying trip, that they were all seriously considering production outside of Africa. So not only do we have to deal with the fabric issue, production is rearing its ugly head also.

Now, the history of the fabric is a tale for another day (soon to follow). "African Print" fabric may not belong to Africa, but Africans do rock it like no other! The continent is by far the biggest market for "African" Print fabrics, but really ask, what is the African stake in this global industry?

Gone are the days of homegrown African textile mills (thanks China!), gone are the days of economically sensible production in Africa. All that is left is constant power failure, inconsistent government policies, lack of support, corruption, security issues and the list goes on. At My Asho we struggle with supply chain issues on a daily basis. It is a challenge.

So, nothing against Marni, nothing against Burberry (well, maybe a little something against Burberry), nothing against good old-fashioned capitalism. My question to you all is what is Africa going to do about this? Is anything African African anymore?

Join the debate:

1. http://www.usitc.gov/publications/332/pub4078.pdf

2. http://www.maybach-carter.com/2012/04/le-cas-burberry-complexes-dinferiorite-extremisme-kemite-autres-plaisirs/

3. http://lindaikeji.blogspot.co.uk/2012/04/did-burberry-copy-nigerian-designer.html

4. http://fashionentlaw.com/fashion-law/africas-fashion-industry-and-the-law-arise-magazine-fashion-week-lagos

5. http://www.usitc.gov/publications/332/pub4078.pdf

6.  http://www.ft.com/cms/s/2/bd700276-74e0-11df-aed7-00144feabdc0.html#axzz1tRnVYtEu

7. http://www.ifashion.co.za/index.php?option=com_content&task=view&id=2588&Itemid=237

8. http://www.cggc.duke.edu/pdfs/workshop/Kenya%20cloth%20&%20clothing.pdf

9. http://www.africagoodnews.com/africa/newsletters/item/2162-the-rise-of-the-african-fashion-industry-africa-dans-la-mode.html

10. http://www.africafashionguide.com/category/manufacturing/factories/large-scale-production/