Nairobi, the capital city of Kenya, has long been hailed as “the place of cool waters,” a name derived from its Maasai origins. However, beneath its serene facade lies a pressing issue—over 37 million metric tonnes of ‘junk plastic’ clothing from the EU have been dumped in Nairobi. Recognising the need for change, the fashion industry in Kenya has embarked on a transformative journey, seeking a more sustainable and equitable path. Enter “JUST Fashion,” an inspiring campaign that aims to raise awareness about the unsustainable practises of fast fashion and its impact on waste management in Nairobi, all while fostering a just transition for the country’s fashion industry.
A Call for Change: Introducing the “JUST Fashion” Campaign
The core objective of the “JUST Fashion” campaign is to advocate for sustainable fashion and facilitate the just and green transition of Kenya’s fashion industry. By fostering dialogue between the government, private sector, and public, the campaign seeks to create a platform for meaningful conversations and initiatives that address the environmental and social challenges of the fashion world.
Spotlight on Slow Fashion: Nairobi Fashion Week Takes Centre Stage
To realise its goals, the campaign will produce policy papers and memoranda, supporting the fashion industry in advocating for legislation and policies that foster a sustainable textile and apparel sector. By engaging decision-makers across government and promoting structured collaboration, “JUST Fashion” aims to address current constraints and seize growth opportunities in the industry. Moreover, the campaign will leverage the renowned Nairobi Fashion Week to showcase Kenya’s vibrant slow fashion industry to designers, manufacturers, and fashion influencers worldwide.
The Wild Side of Fashion: Showcasing Nairobi as the World’s Wildlife
While “JUST Fashion” aims to transform the fashion industry, it also seeks to promote Nairobi’s unique identity as “The World’s Only Wildlife Capital.” Situated adjacent to the awe-inspiring Nairobi National Park, the campaign aims to foster international interest in the city’s sustainable fashion initiatives. By intertwining the concepts of sustainable fashion and environmental conservation, “JUST Fashion” hopes to inspire social activism and raise awareness of the interconnectedness of fashion and the natural world.
Unveiling the Future: Four Events Shaping the Journey to a Just Transition
Throughout its duration from April to November 2023, “JUST Fashion” will host four advocacy and promotional events focused on just transitions, sustainable fashion, and the protection of Nairobi National Park. These events will not only drive conversation but also contribute to business development and access to finance opportunities, particularly for women and youth in the industry. Additionally, art will play a significant role in creating awareness of sustainable fashion and environmental conservation, serving as a catalyst for change.
“JUST Fashion” is a visionary campaign that seeks to revolutionise the fashion industry in Nairobi. By advocating for sustainable practises, fostering collaboration, and showcasing the city’s natural beauty, the campaign aims to propel Kenya towards a future of environmentally conscious and socially equitable fashion. With “JUST Fashion” leading the way, Nairobi’s fashion industry is poised for a transformative journey, where style and sustainability go hand in hand.
For further information or partnership opportunities, please reach out to Brian Kihindas, the Founder and Creative Director of Nairobi Fashion Week, at brian@nairobifashionweek.org or via WhatsApp at (+254) 722 461 209.
All images: © Nairobi Fashion Week, Levi King
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