AFRICAN WEAR – BEYOND THE FASHION AND PATRIOTISM

 1st published in the daily graphic on Monday, May 10, 2010. NO. 18221.

IMAGINE a compulsory dress code for all Ghanaians on a particular day. That would be an ambiguous consideration by any government. But gradually, though not under any coercion, the introduction of a Friday African wear in Ghana is catching on as an act of patriotism and fashion.

Visit the various institutions; the banks, government agencies or the central districts of the various Ghanaian cities and towns and you will either see a beautiful designed shirt in Ghanaian fabric or a local “kaba” or slit sown from a customized African or Ghanaian fabric.

Until the launch of the National Friday Wear Programme by the Ministry of Trade and Industry, under the President’s Special Initiative on garments in 2004, African designed prints were patronized on special traditional ceremonies such as funerals, naming ceremonies and festivals and special occasions by certain individuals. But some private and government institutions have now adopted the program, and an endorsement of it could be seen in the various offices as staff go casual in their African-print-designed outfits, beautifully crafted in the colours and insignia of the companies they represent on Fridays.

Checks in the ministries and other workplaces revealed that a section of Ghanaians go casually African with their dressing due to popular patronage: others, it was learnt wanted to look Ghanaian and a bit loose and African on Fridays.

Apart from the beauty of seeing Ghanaians go local in made in Ghana fabrics and designs, the initiators of the program believe it has the potential to celebrate African culture and to create jobs by reviving collapsed textile industry in the country.

Ghanaians, however, cannot be exempted from the fashion “copycat” syndrome, copying “mostly euro-American fashion. The International Trade fair Center in Geneva filed a report that Ghana import about $43 million of used clothes annually, more than any other African countries. Unfortunately, the number of employed textile workers has reduced from 300,000 to 25,000.

Before the introduction of the Friday African wear young women referred to the local Ghanaian “kaba and slit” as outmoded.

Apart from looking formal in it on Sundays, a section of them were less motivated to wear it on any other day. Amanda a sales girl in the central business capital of Accra, Ghana reveal that she felt too grown up in the traditional African print but preferred local fabrics designed with a blend of western styles

This development presents an opportunity for local designers to create a competitive atmosphere in the creation of clothes that are unique, simple affordable and fashionable.

Perhaps, manufacturers of the various fabrics will also take prevailing weather conditions in consideration and come up with suitable fabrics for our part of the world. There are also experts who hold the view that empowering the youth in apprenticeships in the area of fabric designs, dress making and tailoring would erode the perception that the profession belongs to school drop outs. Fortunately enough, that perception is gradually being erased. Fashion has become a course of study in various Ghanaian institutions. Encouraging and promoting the national Friday would also serve as a boost to the country’s potential. Imagine a whole week set aside as a national African wear festival: activities outlined: talents hunt for best rural fabric design and a big platform for young entrepreneurs from across the country to showcase African designs. Picture the number of people who will visit the country’s kente and adinkra villages including Bonwire in Ashanti Region the home of the kente cloth.

The national Friday wear train has just started its journey. Get on board, spot an adinkra, gye nyame or a beautifully designed local print and be part of a revolution to uplift and promote a job creation and tourism oriented industry in Ghana.