Malawian launches fashion store in SA

Tamara Gondwe-Sheraton, a Malawian based in South Africa, has launched an online fashion shop for bags and accessories called Zathu www.zathunation.co.za

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The shop is part of Zathu fashion label which uses African prints, locally known as chitenje, in making the bags and accessories.

According to information sourced on Zathu website, the design label aims at celebrating Africa and the multitude of cultures represented by Sheraton’s designs.

“A country’s most valuable asset is its people. While Zathu is a brand that showcases products made from African prints, we hope to be more than just a ‘trendy label’.

“Our goal is to profile, honour and celebrate African people, places and prints.  Our heart is to be so much more than a hip and stylish accessories brand. Our desire is to join the conversation by other African designers, fashion activists and communities as we contribute to building our continent,” reads information on the website.

Sheraton, who is a sister to poet Chigo Gondwe-Chokani, said on the website that the label’s ambition is to contribute in transforming Africa for the good by celebrating the continent’s unique culture.

“It’s not difficult to list the many ills that plague our continent today, but as dire as they are, there are also as many individuals and communities working tirelessly and sometimes thanklessly to combat said evils.

“So, while we may not be in the trenches with the doctors fighting malaria or alongside the peace keepers in war-torn areas, our hope is that we’ll be more than just an online store selling cute clutches. Our intent is to take ownership, not just of our colourful clothes, but of our nations by exercising our unique yet equally effective form of activism: celebration,” she says.

Sheraton says she has ventured into the industry due to her love of African prints.

“All items are hand-made by me. I’ve always loved bright African prints. Growing up, chitenje definitely coloured my world. After struggling to find affordable accessories in Cape Town, where I live, I decided to start making my own. After a few trials and errors and over 50 bags sold to friends and family, I heeded their encouragements and made my store official,” she said.

The online store was launched on July 7 2015 in South Africa.