Last November when visiting Paris we had the chance to sit down with Medhi Slimani, one of the founders of sneaker brand SAWA. Over lunch we caught up on their latest news and even got a sneak peak of their newest model, the Tsagué. We have to admit, we instantly wanted to add it to our wish list!
Launched in 2009, SAWA has steadily been making tracks to offer a solid ‘vintage’ inspired sneaker line-up 100% made in Africa. Like every fledgling business, they have had to make some adjustments along the way, like moving production to Ethiopia since we last interviewed them. Medhi told us that the move just made sense in terms of streamlining production and ensuring quality control. That decision is paying off given the calibre of their retailers, the likes of London-based Dover Street Market and latest addition, J. Crew for the North American market and Tomorrowland in Japan.
So here we feature their newest model which just launched and pays homage to Ethiopia, naming it Tsagué. Topping it off, their latest creative including website re-design was all done in Addis Ababa, using a locally-based creative studio, 360 Ground. Without a doubt, SAWA is evidence that a street savvy brand can be produced on the continent. Now it’s just up to you to vote with your feet!
To find out more about SAWA check out their website.
All images courtesy of SAWA | Made in Africa. All rights reserved.
