Ugandans keeping it real in Africa

When your personnel are Ugandan, your ideas are Ugandan and you work hard to ensure all your raw materials are sourced in Africa, then your fashion brand really is doing all it can for the continent. That’s exactly the approach that Definition Africa has chosen.

Definition Africa is a design house that focuses on fashion, but also has plans to extend into stationary and other markets.

Founded in 2009 by Olga Mugyenyi and sisters Nadia and Nahida Bhegi, the drive behind Definition Africa is clear.

Co-owner Olga Mugyenyi will tell anyone thinking about opening fashion brand that “There is a big difference between an hobby and a business. If you want this to be your main source of income, then you really have to put everything into the project for it to work”.

“You might think that being in fashion looks fun and creative, but there is a lot of hard work that goes into it and if you can stay on the road, through the difficulties, it will get better”, she explains.

Definition Africa is a youth-driven band and the founders are proud of their association with vital new music acts in Uganda. The team encourages new designers to work with them, in collaboration, helping to see clothing through from the initial idea stage – to the final point where it is on the rack, in store.

In addition to the store and printing sides of the business, there is also a tailoring department that delivers 100% originality.

Definition Africa’s mission statement is that they are redefining the value of ‘African’ by changing the perception of local production, thereby increasing the value of African products.