OUR STORY
Established in 2020, our journey began with a super clear vision: to build a brand rooted in love. Our mission is twofold: to harness the power of fashion and technology as tools for storytelling and catalysts for change.
OUR VISION
Stories We Cherish has a vision of celebrating African cultures, lifting communities and providing a cultural exchange through textiles. More than a fashion brand, we are a social enterprise, and we aspire to ensure that anyone who works for and with the brand benefits from and is empowered by the collaboration.
Through our textile prints, we want to start the dialogue of dismantling stereotypes and fostering understanding among communities beyond the Diaspora. Our goal is to bridge cultural divides and shed light on the beauty and diversity of African cultures.
But beyond that, we want to share authentic quirky stories from different corners of Africa. From the baobab trees in Madagascar to bustling markets in Ethiopia, we want to celebrate the richness and vibrancy of the continent through our creations.
As a dedicated storyteller, I want to utilise diverse mediums, including textile prints and moving images, to reshape the narrative of Africa in the West. Over the past few years, I’ve intricately crafted Afrofuturistic textile prints rooted in authentic African stories,
Each print delves deeply into African communities, capturing their daily lives and unique perspectives. My prints function as a cultural exchange, fostering connections between the diaspora, and Western communities.
Through my prints and their stories, I am driven to sustain this transformative narrative and contribute meaningfully to the intersection of art, culture, and social impact.
Cherish, Founder, Stories We Cherish
OUR TECH
Technology serves as a conduit for sharing our stories, which is why we integrate it seamlessly into our garments.
We narrate our stories right at the point of purchase: when a customer buys an item, they have the opportunity to scan a QR code or an NFC tag, granting them access to a video unveiling the captivating story behind the product.
OUR RESPONSIBILITY
At the forefront of our brand ethos is leading with love, which means deeply understanding and empathising with our work environment. Our commitment lies in crafting fashion at a slow pace.
Every garment we offer is meticulously crafted in the UK, collaborating closely with seamstresses and CMT factories across the country. We maintain full transparency regarding the production process, ensuring awareness of how, by whom, and where our clothes are made. Central to our values is the compassionate treatment of everyone within our supply chain.
OUR FABRICS
We typically utilise dead stock fabrics bought from Shepherds Bush, and source fabrics from Japan and South Korea. When it comes to printed fabrics, we rely on the Silk Bureau, a print company in the UK and printing companies in Korea.
In our commitment to sustainability, we also repurpose scraps to craft new designs and hang tags which minimises wastage.
OUR IMPACT
Creatives
We collaborate with African illustrators to elevate their presence on the global stage. Our approach involves multiple avenues: Firstly, during our visits to different countries, we often encounter amazing graffiti. Once we see work that has a Stories We Cherish flair, we engage with the local community to help identify the artist and subsequently collaborate with them to develop prints or animations.
Additionally, we actively search social media platforms to discover artists whose style aligns with our brand ethos, reaching out to them directly. Fair and timely pay is important to us therefore it’s paramount that we refrain from negotiating their day rates, We also facilitate connections between these creatives and other brands, aiming to act as a springboard for African success stories worldwide.
Programmes
We collaborate closely with The Arnaud Guesry Foundation, an NGO dedicated to empowering youth in the Diana region of Madagascar. Recognising Africa’s projected status as the continent with the youngest population by 2050, our goal is to develop programs that equip young individuals with essential skills for future employment opportunities.
