The sublime blank canvas of the desert provides the perfect inspiration for a Bedouin inspired Saharan adventure. Dry tones and a rich, colourful chromatic create an enchanting atmosphere within an Arab, African and Persian fusion. Africa has an open evolving design language that draws on centuries old African tradition and looks towards an emergent digital future.

Fashion and graphics are fusing with western styles and becoming re-defined to reflect a strong independent yet modern identity. Influenced by the interplay of technology within the traditional African civilisation and a modern urban nomadic culture.

Old, new, global and local embrace both a rugged independent wilderness whilst embracing the cosmopolitan Africa within a progressive lifestyle.

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