Founder Dolapo Shobanjo says she started My Asho -- taken from the Yoruba word "aso" which means cloth -- when she realized that African designers were not getting the promotion they deserved. "I contacted the top designers, I spoke to them and asked them about their struggle and how difficult it is for them," says Shobanjo. "That's really how it got started, so to create that credible infrastructure is to show the global demand for the products and that will kick start the productions."
With clients in more than 50 countries, Shobanjo's goal is to create a sustainable business model for My Asho. At the same time, she also wants her company to help her continent by supporting local African communities where the clothes are manufactured.
As a result, Shobanjo's prioritized working with ethical brands that show a commitment to fair labor practices and create opportunities for their communities."I'm supporting Africa, helping it grow and creating jobs,I think it is better to create from the start ethical principles and work with designers who pay their tailors well, who are investing in helping their communities grow and then once you grow as a business then you know that they will also grow as well."
Today, My Asho stocks a variety of womenswear, children's clothes and accessories from more than 30 African designers. Shobanjo says she is very careful when it comes to selecting new designers, making sure they have high professional standards.
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