Hip-hop artist Fredokiss has established a fashion label that uses the African print (chitenje) to make wallets and hustle bags.
In an interview, Fredokiss said the label is a business initiative which seeks to create jobs for the youth who are unemployed.
“It’s a business initiative which seeks to meet the demand for our products across the country. We have had people make our products on their own because we didn’t have them on the market.
“We plan to be as innovative as possible. With time, we should surprise the market with unexpected products and initiatives. Ghetto Ghutter is a very creative and unpredictable organisation,” said the musician, born Penjani Kalua.
The products are trading under the label Ntchana and attract a range of prices.
“As Ghetto Gutter, we pledged to create one million business opportunities for the youth in five years. This was before some politicians picked up the idea. So, we started doing that through free concerts.
“The fashion label will create employment for others because we are paying the tailors and sellers in this business. We are targeting all districts because the demand for our products is increasing every day,” he said.
Reacting to the news, fashion expert who is also the brains behind Mzuzu Fashion Week, Wezi Mzumara, commended the artist for expanding his brand.
She, however, encouraged artists to use local materials to grow the local fashion industry.
“It’s great that artists such as Fredokiss are becoming industrious and expanding their brands. What we would encourage those coming into the industry is to use local materials in their products, such as locally sourced leather, so that the entire fashion value chain can grow and not limit products to imported chitenje fabrics,” she said.
Internationally, according to a report titled The Economic Impact of The Fashion Industry, fashion is a $1.2 trillion industry. It creates thousands of jobs every year and generates notable revenue.
Globally, many artists have used their star power to expand their brand and they include Beyonce who has a perfume line, Rihanna who has a beauty products line, Gwen Stefani who has a clothing line as well as Victoria Beckham who has a clothing line.