The Adomaa brand aesthetic can be described as a juxtapose of edgy and sophisticated, while also being tailored yet relaxed. Like the designer, Adomaa does not conform to one design aesthetic; it merges the different styles of the designer and brings them together in a way in which they complement each other.
Tailoring has always been a core part of the Adomaa brand. It pairs effortlessly with what we describe as ‘Af-leisure’. Af-leisure is the merging of flowing, relaxed garments with African architectural design aspects and colour schemes. This can either be paired up for an elevated look or paired down to be worn during times of relaxation or yoga.
We aim to keep the clothing design and concept for Adomaa quite simple; we always want women to feel both comfortable and empowered. When designing we try to keep in mind what shapes and curve patterns are flattering to the female form and comfortable for everyday use. It’s important to us that our clothes cater to all women. And as our bodies are constantly changing, we want our clothing to be complimentary to that change, keeping our clothing truly timeless.
One of the most significant aspects of Adomaa is our partnership with local craftsmen and Kente weavers. We purposely chose to solely use textiles that have been crafted organically in Africa to support the local economy and craftsmen.
Africa is home to a vast, rich selection of textiles that are beautifully made, yet they are relatively unexplored in comparison to their western counterparts. By using these textiles in our products, we hope to push the use of African textiles further into the global market.
The main textiles that we use are Batik, Smock and Kente. Batik is the process of using wax, pattern blocks and dye to create beautiful prints on cotton fabric. Both smock and Kente cloth are created by weaving but differ in the patterns created. Smock is typically strips of solid woven textile sewn together. Whereas Kente has intricate patterns with significant meanings.
Although we currently use Batik, Smock and Kente to create our garments, we do plan to expand the textiles used to those in the wider parts of the continent.
At Adomaa, we aim to work and create sustainably, so we are zero waste. Any left-over textiles are used to create one-of-a-kind pieces. We use this concept with all our scraps, even down to the thread. We pride ourselves on the fact that our cotton is organic and locally grown and that we incorporate the use of natural dyes extracted from plants, which has been done for centuries in various parts of Africa.