ADJOAA is a curated e-marketplace for premium fashion and lifestyle brands by African and black diaspora designers. Founded with an enterprising spirit and a visionary objective: to spotlight and elevate designers of African descent. And also revolutionise the fashion ecosystem in Africa and spearhead social change on a local, regional and global level.
The platform celebrates the curiosity, complexity and craft-person-ship of African and Black diaspora designers. As both innovators and cultural taste-makers of discerning, premium design.
ADJOAA believes that designers of African descent deserve more equity in the world of premium fashion. And that their craft and expertise should be accessible to a wider audience. It also believes that the narrative of African and diaspora makers and designers belong to them. The brand shares it while leading the way for socially conscious businesses.
Come for the clothes, stay for the conversation.
Visit the ADJOAA website for more information.
ADJOAA scout, invite, vet and aggregate high-quality sustainable brands for our global community of smart, conscientious and curious consumers. Seeking originality, premium and limited-run products.
They manage the business of fashion sales channels, payment solutions, plus marketing and logistics. To support the ethical and sustainability credentials of the products we sell and what we stand for and support.
The team works with designers and creatives who share our brand philosophy; ethical manufacturing, sustainable sourcing and transparent operations. And have a social impact focus – and values (community, education and inspiration).
“Wear our stories.”
To amplify and spotlight “Made in Africa” and brands by the black diaspora. ADJOAA exists to demystify the monolithic narrative about Africans and black people: by challenging buyers and global customers to discover and fall in love with consciously. And thoughtfully-made brands from the Continent of Africa and the diaspora.
“For a wardrobe that’s less ‘a million made’ and more ‘one-in-a-million.”
To become the trusted go-to customer-centred online marketplace to find well-made, stylish and great value sustainable premium fashion and lifestyle brands.
“A premium fashion marketplace that has room for you.”
ADJOAA is an impact-focused fashion & lifestyle retailer. It uses fashion as a tool to accelerate economic development and create a sustainable and positive impact. Also, champion and tell an authentic story of African and black diaspora creatives, makers and designers that empowers and shifts the narrative to quality. And unique craftsmanship that’s worthy of the regional and global consumers purchasing endorsements.
They partner and support creatives reviving and preserving traditions and those reclaiming black aesthetics through new and innovative premium designs. To us, fashion is not only armour, but it is also a weapon to fight inequality of representation.
Founder & CEO
Pinaman Owusu-Banahene is a Fashion Tech Entrepreneur with a multi-functional background and over 10 years of experience. Spanning strategy, fashion, public policy and social impact gained through positions held in New Zealand and Australia.
Born in Ghana and moved to the antipodes (New Zealand and Australia) in 2003. The Policy Analyst turned Entrepreneur is the creative force behind ADJOAA. A curated premium fashion and lifestyle brands e-marketplace providing access to the market for African and diaspora designers. Pinaman is passionate about the social and economic advancement of Africa. And is driven by impact with an innate desire to make a positive difference in the world. She has lived and worked in Ghana, Australia, New Zealand and for the past 4 years in the UK. Formerly the curator of Africa Fashion Festival New Zealand which served as a conduit to the Australasian fashion market for African brands.
Pinaman has an indescribable love and passion for championing the economic advancement of Africa. When not working, she can be found traversing cities across Africa, learning and engaging with designers and makers. To understand how she can help address some of the industry’s pain points. Pinaman holds an MSc in Social Innovation and Entrepreneurship from the London School of Economics. An MSc in Public Policy from the Victoria University of Wellington and a BSc in Health Sciences from the University of Auckland.