A start-up clothing brand promotes significance and connection to the clothing we rock
In an industry dominated by fast fashion giants like H&M, and Forever 21, fashion has become synonymous with the overconsumption of trendy clothing. While it may be instantly gratifying to "shop like a billionaire" and fill our closets with cheap, low quality clothing, it often neglects the potential that clothing can carry a deeper significance. Many Afrocentric, fashion conscious consumers are looking to utilize style as a way to connect to their roots. Especially since fashion marketed toward the diaspora has evolved to include more than just dishikis and headwraps.
Founded in 2023, Adinkra Soulname is an Adinkra-inspired casual wear brand for children and adults. The name Adinkra come from the Akan language of Ghana, West Africa. "Adin"(meaning name) and "kra"(meaning soul), or Soulname. It represents the connection between West Africa and the diaspora. It was created out of a desire to feature timeless wisdom of Adinkra philosophy and foster a greater connection with the clothing. Sharing styles that embody this philosophy has gained new significance in the wake of social justice movements like Black Lives Matter, and the historical disconnection from Africa faced by diasporans. Amidst the social and political disruptions occuring in our world today, these symbols offer timeless life advice, wisdom, and truths that serve as important reminders of our heritage.
The stories from West Africa are reflected in the symbols themselves. When Africans were kidnapped and trafficked to Europe and the Americas for forced enslavement, many resisted the notion that they must completely relinquish their cultural heritage. One example of this was through the preservation of funeral rituals. Funeral rituals carried great cultural significance because they celebrated reunification of the spirit with the ancestors. The Adinkra symbol Sankɔfa (pronounced SAHN-koh-fah) and translates to “return and get it”. This symbol was commonly carved into caskets, or used as decorative ornaments left inside the casket as gifts for the newly transcendent spirit. In doing so, it reminds us to look to our past and to the ancestors to understand the future. In this way, the symbol provided solace in a time of deep disconnection.
Adinkra Soulname is a new and unique clothing brand offers a fresh new perspective on African fashion. Not only are they cute, but they empower us to embody awareness and connection to our cultural traditions. "Going back to get it" in today's world also implies that we should support clothing brands that reflect our values, and reconnect to the deep knowledge found on the African continent.
