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Americans to have African-inspired apparel label
24
Jan '11
Fashion label Aso Damisi (ah-SHAW DAH-me-see) launched its spring/summer 2011 collection. A new clothing line created by two sisters, Moriamo and Latifat, will increase the popularity of African-inspired wear in the US apparel market with wax print fabrics. They come in an array of colors, intricately fused with cottons and silks for Aso Damisi's collection.

Moriamo and Latifat originated from the Yoruba speaking tribe in a West African nation. In the Yoruba language, "Aso" means cloth or clothing and "Damisi" means prosperity. The colorfulness, vibrancy, and styles of the clothing worn hold significance as they represent social standing, age, tribal orientation and marital status.

Vlisco wax print fabrics originated from the Dutch and gained popularity in Africa which has become traditional wear. Aso Damisi will have Americans embrace wax print fabrics. The line is designed for women who are not afraid to step out in something vibrant, colorful and fresh.

The talented designing duo is self taught. Moriamo "likes the fact that the American fashion industry has a big influence on different cultures around the world." Latifat "loves the idea that the American fashion industry is open to interpretation. The industry gives me flexibility to design what I want and consumers are bound to love it." Plus the products are produced in the U.S.A.

They have teamed up with George Hardy, President of George Hardy Sales, Inc, a retail and apparel consultant, to launch their collection to major retailers who want to separate themselves from the competition. George is quoted as saying: "In this difficult economy the consumer is always looking and willing to pay for fresh, new colorful looks and styling that capture her imagination with the vibrant wax print fabrics that allow her to make her own fashion statement."

Vlisco wax print fabrics originated from the Dutch and gained popularity in Africa which has become traditional wear. Aso Damisi will have Americans embrace wax print fabrics. The line is designed for women who are not afraid to step out in something vibrant, colorful and fresh.

Aso Damisi


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