Amen is a South African fashion brand that made their debut at ‘AFICTFW’ 2020, showcasing their Ke Tshwere Ke Tlala (I am hungry) collection.
The local brand ‘Amen’ was founded in 2012 by fashion and interior designers, Bradley Muttitt and Abiah Mahlase, who strive for continued DIY experimentation and curiosity in what is next level within the home decor and fashion space.
The founders of the South African fashion brand that made their debut at Africa Fashion International Cape Town Fashion Week (AFICTFW) 2020, showcasing their Ke Tshwere Ke Tlala (I am hungry) collection, calls on creativity that can be held accountable.
“Ke tshwere Ke tlala – a tswana phrase meaning ‘I am starving/hungry’ – is the title of The AMEN A/W 21 collection which began with the placard held by a beggar on the side of the road. The placard read, ‘Hungry Boy. I don’t do crime. Pls help. No food. No job. No clothes. Thank you. God bless,” they noted in an Instagram post.
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The Amen duo are all about amplifying the voices of the voiceless and for this collection, the inspiration comes from lived experience of scores of people that many have become desensitized to.
A statement by the brand says: “Amen Fashion continues to activate the support for local design and aims to interrogate the individual’s sense of adventure through the art of playing dress-up while cultivating a sophisticated and conscious consumer, that makes considered purchasing decisions.
Lived experience of scores of people that many have become desensitized to. Amen Fashion continues to activate the support for local design and aims to interrogate the individual’s sense of adventure through the art of playing dress-up while cultivating a sophisticated and conscious consumer, that makes considered purchasing decisions.”
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Amen’s proposition is looking into a sustainable way forward through the blending of their past, present and envisioned future.
Following are some looks from the Ke Tshwere Ke Tlala collection:
