Tatiana Teixeira’s journey into fashion did not begin in a design studio or on a runway. It started with a simple goal to support and empower a tailor. That mission soon evolved into AfroWema, a brand that merges eco-conscious fashion, African heritage, and social impact while providing opportunities for artisans in Kenya’s underprivileged communities.
Her path has been anything but traditional. With a background in biology and marketing, Tatiana left Portugal for Kenya and stepped into an industry filled with financial barriers, systemic biases, and the complex realities of sustainable fashion. Through AfroWema, she is proving that ethical fashion is not just a movement but a necessary shift in the industry. Her brand has gained international recognition, participated in global fashion festivals, and introduced Kenya’s first sustainable fashion program for children.
In this exclusive interview, Tatiana opens up about the challenges of breaking into the luxury fashion space as an African brand. She speaks on the accountability that fast fashion giants must take and shares her vision for a future where sustainability is not an option but a standard.
Tatiana Teixeira’s Transition: From Biology to AfroWema Fashion
FAB: You transitioned from a background in biology and marketing to founding AfroWema. What was the inspiration behind that shift? What motivated you to make the transition?
AfroWema: Actually, it all started with a simple goal—I wanted to support and empower my tailor. That was the driving force behind the creation of Afrowema. It began as a social impact focused on empowering the artisan community of Kibera. As a result of my background in biology and conservation, sustainability naturally became a core value of the brand. That’s why we focus a lot on the planet and the way we produce. Upcycling is a major part of what we do—not just with denim, but also with deadstock materials that I source locally or obtain through partnerships with other organisations. Sustainability and social impact go hand in hand for us, and that’s the foundation of Afrowema.
FAB: You integrate art, dance, and music into your runway shows. Is there something that has inspired this choice? It could just have been runway for runway’s sake, just like the usual.
AfroWema: I see fashion as a form of art, which allows us to be very creative. I believe it’s important to merge different art forms rather than focusing on just one. That’s why, in past shows, we’ve had dancers opening the runway, like in our last Tribal Chic 2024 showcase, and even featured a painter creating live on the runway. I also make it a priority to involve people from under-represented communities—whether from Kibera or other areas. For me, it’s about combining different forms of expression to create a more meaningful experience.
FAB: You moved from Portugal to Kenya, which is really a big step. What are some of the challenges you faced while setting up AfroWema, and how did you overcome them?
AfroWema: Well, I come from a research background, so I have a very scientific mindset—I’m detail-orientated and accuracy-driven, which, interestingly, is also a common ground in fashion. One of the biggest challenges in fashion is timing—meeting deadlines and ensuring precision. That’s why at Afrowoma, we’re not just creating fashion; we’re also helping artisans upgrade their skills in time management, deliveries, and customer relations.
So it’s different capacities that you can actually bring from biology and implement in fashion. But yeah, timing has been a challenge. Another major challenge is working in Kibera, the largest informal settlement in Africa. Access to power is inconsistent, which affects both our production process and the daily lives of our artisans. It’s a contrast to what I was used to in Portugal. Then there’s also the adaptation—adapting to a different pace of work and way of life.
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FAB: I see you’ve highlighted the importance of your relationship with artisans, which is great. How do you ensure that your brand maintains ethical and fair collaborations with artisans? What sets you apart in this regard?
AfroWema: One of the key things we’re really proud of is offering fair wages to our artisans. Beyond that, there’s a lot of social support that we provide behind the scenes, which we don’t always highlight on our social media, but it’s a core part of what we do. We also focus heavily on capacity building, which is crucial. I always tell them, “If you deliver a slum-quality product, you will be paid a slum price. And that’s simply not the case here—we strive for excellence. I’m very particular about quality, and that’s something I’ve been training and instilling in them. It’s not just about AfroWema items but the products they create for others as well. Fair wages and quality are mandatory for us. We also emphasise education on pricing—how the quality of work directly impacts the value and price of a product.
FAB: So, you’ve spoken about ethical practices, which involve fair wages. Let’s take that a little bit further on sustainability. How does Afro-Wema integrate sustainability into its production process?
AfroWema: We have three values that are important to us: being waste-free, plastic-free, and free from animal-origin materials. We ensure zero waste by reusing all fabric remnants to create new pieces—even something as small as a scrunchie for our clients. Our packaging is fabric-based, and we use sustainable materials like coconut or wooden buttons instead of plastic. Our products are sourced locally. It helps us maintain a low carbon footprint, and even for deliveries, we prioritise electric vehicles whenever possible. I personally use public transport to source materials, reinforcing our eco-conscious value.
Beyond environmental sustainability, we also focus on social impact. We actively empower young creatives, collaborating with upcoming designers, models, and photographers. And this year, we launched Kenya’s first sustainable fashion program for kids. It’s just putting into practice everything that we are saying.
AfroWema’s Sustainable Fashion for Kids
FAB: You’ve just launched sustainable fashion for kids. Why is it important to educate children on sustainable fashion?
AfroWema: Well, there’s a next generation coming up, and I think Gen Z is highly aware of the environmental impact of fashion, which, as we know, is the second most polluting industry in the world. Kenya, in particular, faces significant challenges due to overproduction and consumption, and the consequences are felt deeply in places like Kibera. That’s why we established a partnership with an art centre there, Anno’s One Fine Day, to work with kids who experience the effects of textile pollution firsthand. Many of these children come from difficult backgrounds and don’t always have access to new clothes. So, this program is about showing them that creativity can be a solution—they can transform what they already own instead of constantly buying new ones.
Beyond sustainability, it’s also about self-expression, giving them space to explore their creativity. Ultimately, if they don’t take care of what they have now—the planet, their resources—it’s going to lead to a much darker future for all of us.
AfroWema: Well, I always say that my goal is not to change the entire world because it’s impossible to change the entire world, but you can change someone’s world. It’s a small step that if all of us had that same mentality, we could be supporting more and more people. I don’t think we’ll be able to solve the humanities problem, but you can support someone and change that person’s life or their family. For example, one of our tailors now has a daughter in the university, which would be very difficult if they didn’t have firm support for that. So, I think you can have a very positive impact. It’s just a matter of all of us trying to have that impact on someone else’s life.
FAB: That’s an interesting take there. The global fashion industry is obsessed with African aesthetics at the moment, yet African designers struggle to break into the luxury space. So, for you who have navigated outside the continent of Africa and also working in the continent, what’s the biggest hypocrisy you’ve encountered in this space?
AfroWema: I think there’s a strong global interest in African fashion. People recognize how much African brands struggle to gain visibility. So, when major fashion weeks invite African brands but fail to acknowledge the financial barriers we face, it’s a bittersweet experience. It’s great to be recognized—being told, “You have the quality to be here, so please come.” But then, there’s the reality of a $5,000 participation fee, which is unbearable for most of us. If the industry genuinely wants to include African fashion, that inclusion must come with an understanding of the financial constraints African brands face.
Another major challenge is scalability. We’ve received a lot of positive feedback on our work, but when it comes to scaling, it’s not just about demand—it’s about investment. To scale, we need funding. But to secure funding, investors need to be certain we can scale. It’s a cycle that’s difficult to break.
FAB: Are there any frameworks you’ve been able to discover? Because it’s a big problem on the continent, scaling a business, not just even in the fashion space, but almost all the creative sectors we have here. Maybe we need to make use of this formula.
AfroWema: No, I’m still looking for that. So, there’s no solution for now. We want to scale but we will not become a mass production brand. That’s not our goal. Our goal is to bring more artisans on board and produce more pieces and finding the niche markets is also a big challenge.
FAB: If fast fashion brands approach you for collaboration, given their controversial track records, is it something you would accept or would you decline?
AfroWema: Well, I think it’s a big step if they start acknowledging the damage they are causing to our planet. Recognising the issue is a significant and positive first step. What happens next will depend on how they choose to take action. For example, instead of dumping secondhand denim, major denim brands could collaborate with us and other upcycling companies to repurpose these materials. This would not only keep denim in circulation but also create jobs in the process. The damage is already done, so the best approach is to minimise further impact while making the most of what’s already available. That said, it’s going to be very challenging to control or limit this entirely.
FAB: Interesting. Let’s talk about fashion week. You’ve touched on it a little bit, and you’ve participated in major fashion events like the Tribal Chic and the Global Fashion Festival. What do these platforms mean for your brand and for your person?
AfroWema: Well, it’s been an incredible way to gain exposure and put AfroWema out there—especially considering that I’m not a fashion designer by training. That’s not my background. It’s been giving us exposure, and we’ve been recognised for the high-quality products that we produce and for the creativity behind them. It’s been exciting to see how a creative mindset can be applied to fashion in such impactful ways. Of course, the journey hasn’t been without its challenges. We’ve reached a level where expectations are high, and that means we have to continuously push ourselves. We can’t afford to disappoint our clients or our friends.
FAB: Speaking about the compliments and all, what has been your most memorable moment working on AfroWema since the brand started? Any memorable moments that you hold dearly?
AfroWema: I think being invited to the Global Fashion Festival—and being the only African brand showcasing there—was truly interesting. One of the highlights was the incredible feedback from top supermodels. Many of them personally approached me, saying, “We want to do a photoshoot with your pieces because they’re so super cool—unlike anything we’ve seen here.” That was definitely a high and memorable moment.
FAB: Are there any upcoming collaborations or partnerships that you are particularly excited about for AfroWema in the year 2025?
AfroWema: We’re working on that. For every major fashion show, I invite a fashion student to be part of the creative process. There’s also a potential collaboration in the works that could be really exciting—possibly for Kenya Fashion Week. We’re still finalising the details, so I can’t share too much just yet.
FAB: If you could change one thing about the global fashion industry, what would it be?
AfroWema: Well, I think fast fashion will always be around. However, I would focus on increasing the market and opportunities for small sustainable brands, giving them more exposure. It’s crucial for people to understand the importance of supporting these brands and recognising that quantity does not equate to quality.
