Kenyan designers launch into US market

Kenyan designer brands, Vivo, Waza Wazi and Jok a Jok have all recently made a foray into the US clothing and apparel market.

While Kenyan designers like Jamhuri Wear have in the past established their brands in US online market, brick and mortar stores that sold exclusively Made in Kenya items were not as common. 

For Vivo Activewear CEO, Wandi Gichuru, opening the first Vivo store on US soil was a dream come true.

"To see our brand, which started in my living room in Nairobi, now opening a store in Atlanta, is truly a dream come true. This moment is a testament to the hard work, dedication, and passion of our entire team and the support of our loyal customers."

Locally Vivo has has over 27 stores spread out across Kenya, Uganda, Rwanda and now Atlanta, Georgia.

The store opening on May 24, was graced by President William Ruto, whose US visit coincided with the event.

Waza Wazi, a Kenyan leather brand also opened it's first store in Denver Colorado, last week.

"I am thrilled to announce the official opening of my first US and international store in Denver, Colorado, located at the historic Larimer Square," said Waza Wazi CEO, Chebet Mutai. 

Mutai was the receipient of a $20,000+ grant to activate retail spaces in downtown Colorado. The grant was an initative of the City of Denver to revitilise it's most popular shopping and leisure addresses.

More recently, Jok a Jok, a  leather goods brand started by Producer Tedd Josiah, yesterday announced the opening of a workshop and store in Houston, Texas, US.  

"We have made the bold decision to create a warehouse in the US so If you are in Dallas, if you are in Chicago, if you are in New York, if you are inLA, wherever you are; Canada, Jamaica, Barbados, because we have clients all across the board, even UK, you can order direclty from our US warehouse," says Josiah.

The US market

The US market for Kenyan goods is attractive for three main reasons.

One, there is a huge population of Kenyans living in the US who have a yearning for home and, engaging with a quality Kenyan brand feeds into that connection and pride.

Second, African Americans have in the recent past pushed for the support of black owned brands when it comes to their consumer habits.

According to Mckinsey, black consumers are more digitally savvy and more brand aware than other groups. The recent rise of afrobeats and afro-futuristic movies like Black Panther have also seen renewed interest in all things Africa from this group.

Finally, according to Statista.com: "The Luxury Fashion market in the United States is projected to generate a revenue of US$27.67bn in 2024".

For brands like Jok a Jok  and Waza Wazi, leveraging on their unique brand story, culture and hand crafted elements may place them in good stead with a larger diverse market looking for something different.