About Adjoa
My name is Maame Adjoa or just Mae for short. Adjoa is my Ghanaian day name, signifying that I was born on a Monday. All the women in my family are Monday born. The idea of Adjoa essentials was a way for me to incorporate my culture, honour my Ghanaian heritage and reflect my personal style. If I could describe my style in 3 words it would be minimal boho-chic. However, I also draw inspiration from my natural surroundings and details in my home.
I had always felt that there was a gap in the market for African inspired wear and having a classical visual arts background inspired this crazy idea of doing it myself.
I have hand sewn almost all the accessories, my daughter has worn since she was born.
Little did I anticipate the idea of starting my own business was in my future
When the world thinks of Africa, they imagine bright, vibrant, beautiful colours, the textured patterns lines and intricacy of details screams bold. African-ness and blackness is not a monolith, though we identify these bright vibrant prints as associated with Africa it isn't the only kind of beauty, there is no one size fits all.
I haven't seen an African inspired style presented in a way that uniquely represents the individual without dominating them.
I love simple styles of basic t-shirts with logo prints, screen printed as naturally as possible.
I admire the traditional craftsmanship and artistry of hand-printed textile making
I pay homage to this art form by screen-printing without the use of machines. All stencils are painstakingly cut out and pulled through the screen by hand. This results in unique 1 of a kind designs that have a tangible human element that set us apart. Initially, I started off using my personal stock of fabrics, I’ve grown to source fabrics from vendors directly from Ghana or black-owned companies. I acquire those materials and personally hand-craft each item.
I think it's essential to have that personal touch. I use stamps and block-prints to make labels.
Everything down to the tags is personally hand-made, always from off-cuts to reduce waste as much as possible. I strive to minimize my carbon footprint in all aspects of my life and my business. I believe slow fashion is the only way of saving the industry.
Fashion has a way of making people bi-lingual, visual symbolism is a universal language transcending written text. Phrases in other languages like ‘J’adore’ and ‘Merci’ are widely understood even by those who don’t speak french.
I wanted to highlight the understated elements of African culture and the rich visual language of Adinkra
The Adinkra symbols themselves represent popular proverbs and the wisdom of our ancestors through easily recognisable visual symbols.
That to me was created to guide the individual through the different stages of their life.
The symbols are often incorporated into fabrics, architecture, pottery and can be seen in everyday items, as a way to wear your beliefs as a constant visual reminder.
Adjoa
Sustainability is essential to our brand. We pride ourselves on creating unique hand-made products without the use of plastic and other harmful pollutants that affect our beautiful world.
Each design is personally illustrated and crafted by me
