It all started in 2009 when ASOS paid a visit to SOKO, a socially responsible clothing manufacturer based in Kenya’s Rukinga Wildlife Sanctuary. Founded by London-born textiles-graduate Joanna Maiden, SOKO provides employment to underprivileged communities, supports female education and pays fair wages.  

A partnership between ASOS and SOKO quickly followed under the ASOS Africa brand, with the aim of the collaboration to create standout fashion while championing African craftsmanship. The debut collection, which was designed by the ASOS in-house team and lovingly made in Kenya under fair-trade principles, was launched 12 months later and sold out completely.

Fast-forward 11 seasons and ASOS Africa is now seen on everyone from ASOS Magazine cover star Ella Eyre to America's First Lady, Michelle Obama. 

ASOS Africa – for fashion that doesn’t cost the earth.