The next success in the fashion industry could well come from an unexpected place: Abidjan, the economic capital of the Ivory Coast. According to a recent UNESCO report, Africa will be the next fashion capital of the world, and Abidjan is positioning itself as one of its main players. Local brands have emerged successfully in recent years, and Djainin, a young street wear label, is a perfect example.
Djainin’s workshop is located in the popular commune of Yopougon, where the talented couturier Eric Doukou works on his sewing machine to create unique clothes. The Djainin brand, created in November 2022 by Jean-Yves Kouassi Yébiéyin and his friend Gaston Ouedraogo, offers pieces inspired by street wear style with a touch of Ivory Coast history.
Djainin’s first collection presents pieces where an iconic figure in Ivorian history is printed: Marie-Thérèse Houphouët-Boigny, the wife of the country’s first president. An example from this collection is the pants named “Blassoua”, black jeans with prints of the first lady in white. The brand thus wishes to mix contemporary fashion with the cultural heritage of Côte d’Ivoire.
Although Djainin is still a young brand, it is already enjoying some success. Sales are mainly done via Instagram and word of mouth, and the brand manages to sell around ten pieces per month. The average price of coins is around 50,000 CFA francs. However, the brand does not intend to stop there.
Djainin plans to participate in the first Abidjan Fashion Week, which will take place next December. This will be an opportunity for the brand to present its creations to the public and make itself better known. DJainin represents this new wave of talent emerging in Ivory Coast and who seeks to mark the fashion industry with unique and inspiring creations.
In conclusion, Abidjan is positioning itself as a major player in the fashion industry in Africa. Brands like Djainin are emerging with innovative collections and inspirations drawn from the history and culture of Ivory Coast. With its original design and unique vision, Djainin has what it takes to become an essential brand in the world of fashion.