Meet MARKETING EDGE 2021 Summit & Awards partner – Ade-Fashioned to fit
Leading fashion brand, ‘Ade-Fashioned to fit’, from house of The Wardrobe Ultimate Concept Limited, is an iconic African-centric fashion hub purposely set up to solve the nutty challenge faced by most African fashion enthusiasts with finding Africa fit sizes in ready-to-wear garments. Situated at 37 Allen Avenue, Ikeja, Lagos, ‘Ade-Fashioned to fit’ came as a solution provider in the African fashion space with consideration to African unique body structure, and to bridge the gap with the African-centric brand in order to eliminate problems associated with size.
It is an indigenous fashion brand driven by a global standard and class, skillfully honed by The Wardrobe Ultimate Concept Limited. Ade prides itself in its vision to be the topmost African ready-to-wear fashion brand in Africa, with a global presence and the mission to design, produce, and retail high-quality fashion items that fit the African body, values, and taste to give them their true African identity and pride. It is a brand made for Africans by Africa.
With the knowledge of African background, the brand therefore deals with a ready-made standard body measurements chart, made for the African body shape, known as Afric Size Chart. The Afric sizes have been developed into three categories and these are – Afric Size Regular, Afric Size Plus, and Afric Size Minus. As a fashion business with many years of practice and a truly African business history, the brand ensures every African has access to high-quality fashion items that fit them perfectly without needing any adjustment.
As a pan-African brand, ‘Ade’ is birthed to take full responsibility for creating a home-grown fashion identity that defines the true African figures, fashion tastes, values, and needs. The proudly African fashion brand represents perfect true African fashion that fits the African shape. With this, the African centric fashion house is set out to fill the void created and solve the struggles of people looking for the perfect shaping and sizes in ready-to-wear fashion.
It is a true African concept that has identified the problem of near loss of identity amongst Africans. Ade understands the urgent need to evolve and redeem the true African identity. Its essence is to ensure clients get their perfect fits and sizes. The key promise of Ade brand is making available, high quality ready-to-wear garments that fit the African shape. And this it is positioned to achieve, taking cognizance of African unique sizes and shapes
Having positioned itself as a foremost African fashion brand, the home-grown fashion label seeks to clothe Nigerians and the continent as a whole. This is expected to give them their true African identity and pride. To achieve this, the brand, ‘ADE’ has developed a standard body measurements chart for the African body shape, known as Afric Size Chart. The Afric sizes have been developed into three categories and these are – Afric Size Regular, Afric Size Plus, and Afric Size Minus.
Ade uses the Afric size charts to develop body blocks that have helped to eliminate the challenges experienced by most Africans buying foreign ready-to-wear garments. These challenges are majorly the problem of Bust-Waist-Hip size proportion for the very curvy African shape, the problem of center back length and the right dart positioning, and the problem of shorter back length in comparison to front length because of bigger waist-Hip ratio.
The fashion brand Ade is designed for the liberated African mind who have been delivered from the mental slavery of foreign brands, the African who knows his/her true identity and abilities to use them right, the African who is willing to take charge of his/her destiny, African willing and ready to take Africa out of the wood to a higher level and Ade speaks to every true African.
The birth of Ade and the use of the Afric Size chart in the ready-to-wear garment production in Nigeria is expected to provide succor for Nigerians in meeting their ready-to-wear garment needs, thereby reducing our over dependence on garment importation. This will in effect reduce our demand on foreign currency. This will invariably help to develop the textile industry and the entire value chain in Nigeria.
The Afric Size Fashion brand is available and accessible in various platforms with the aim to increase its traction and penetration across the globe. Ade~ Fashioned to-Fit’, from house of The Wardrobe Ultimate Concept Limited, is also technologically inclined with complete e-commerce features on its website at www.ade.africa, to enable clients choose their design and use the body measurement chart to create their unique piece.
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