FoziaEndrias

The Brand

FoziaEndrias  is  a  clothing  and  accessories  brand  based in  Addis  Ababa,  Ethiopia.  Established  by  the  forces of  passion,  enthusiasm,  and  the  drive  of  creating new  things  out  of  all  that  exists,  we strongly believe in the  power  of  humanity,  time,  and  creativity. Humanity  is where  it  starts  –  the  belief  that  we  have  to  exist  for  all  the others  to  make  sense.  We  have  to  be  conscious  about  the things  we  do,  think  about  the  generations  to  come  and the  world  at-large.  We  believe  that  sustainability  is  the issue  of  humanity.  Thus,  we  are  creating  consciousness about  our  surroundings  and  giving  thought  to  what we  do  and  how  we  do  it.  This  thought  contributes to  the  safe-being  of  our  planet  and  the  human  race. Our action reflects on the time period we live in now, and  they  will  be  the  basis  for  the  next  era  to  come.

We  believe  that  history  helps  us  understand where  we  came  from  and  teaches  us  who  we  are. History  enables  us  to  learn  from  our  past  and  also  reminds us  that  we  are  to  serve  as  motivation  for  generations  to come.  Our  call  is  to  put  our  imprint  on  this  generation, just  as  our  forefathers  did  on  the  generations  before us. We have fierce expectations on us, and its our responsibility to  show  the  world  what  we’re  capable  of.

Our  ancestors  have  passed  amazing  and  beautiful creations  of  artwork  and  techniques  onto  us,  to  serve  as our  inspiration.  We  must  hold  onto  our  passions  and  keep on  creating  art  so  that  we  can  represent  Ethiopia  and  its people  in  all  ways.  We  believe  creativity  makes  our  lives simpler,  beautiful,  and  makes  us  eager  for  the  rest  of  it.

Our Vision

To produce sustainable, high quality, casual and customized, made in Ethiopia products that are made by Ethiopian women that can compete internationally, making their own best contribution for the acknowledging, spreading the country's culture and increase it’s impacts on the sustainable, natural fabrics and helping the economy grow.

Our Mission

To be able to make the countries sustainable fashion and sustainable textile industry grow and be able to compete internationally not just with the traditional and the classic occasion wears but also on the day to day casual wears. We believe that the existing Ethiopian clothes that we call traditional ones used to be the everyday, day to day wear of our foremothers. Thus, we want to revive this scenario by making affordable and long lasting attires, here people could also pass to their children.

Our Design concepts

We  do  not  just  accept  that  design  is  an  ART  but, we  so  believe  in  it.  As  the  other  sectors  of  art,  it has  the  power  of  representing  lots  of  things  in one.  It  is  art,  design  that  people  wear  to  represent themselves,  their  culture,  idea,  mood,  manner, class, generation,  time,  trend  and  a  lot  more.  We  want  to  work  on  designs  that  represent  and reflect on Ethiopian, and African in general, culture.

We  usually  get  inspiration  from  our  surrounding; both  physical  and  emotional  situations.  We  don’t like to directly  apply  symbolical  designs,  rather to reflect ideas, feelings and emotions in our designs.

We Always Accredit…

Our brand is entirely in debt to all the Ethiopian ladies who are struggling in their lives, leading their family and who are also the role models to their children. We want to give credit for all Ethiopian ladies, for they deserve every credit for their blessed hand, and for their amazing handicraft works.The ancestors who passed the amazing and beautiful creations of artwork and techniques on to us are our inspirations, to never let go of our passions and to always keep on working on art and represent the country and the people in all ways.The brand was established in November 2016, being involved only with few projects and got registered on June 2018. On our short journey, we have been engaged with few interesting projects and fashion shows that actually allowed us to experiment and get better on the things we do.

What’s next for us?

We want to build more on the journey we started. Make more textile designs and fabrics that are made of natural fibers like cotton, wool, and silk. We want to use natural dyes in dyeing the yarns made of these fibers. Making such fabrics and dyes would allow us to supply designers with environmentally friendly and sustainable fabrics.

These fabrics will not only be used by fashion designers but interior designers, furniture designers, home décor and other lifestyle designers will have access to these sustainable fabrics. This will allow us to reduce the use of synthetic fabrics in different disciplines.

We also want to collect all the scraps from these designers and find a way to make another fabric out of them. The fabrics made of these scraps can return to the designers in home décor, furniture making and interior design for another use. This creates a loop by which we will be able to reduce waste by recycling and upcycling the natural fabrics.

What have we been
engaged with so far

Fashion Shows

  • Fashion design competition By Next fashion design school, Addis Ababa, Ethiopia November 2016
  • Fashion Show By the Netherlands Embassy Addis Ababa, Ethiopia April 2017
  • Stills Mode fashion competition, By SBC in Mahe Iceland, Seychelles June 2017
  • Showcased as Guest designer Afro Glam fashion show At Monarch Hotel, Addis Ababa, Ethiopia in April 2018
  • Hub of Africa Fashion Week, Addis Ababa, Ethiopia Oct 2019
  • The 3rd African Mosaique Fashion Festival, Legetafo, Ethiopia, Nov 2019
  • ITME Africa, Addis Ababa, Ethiopia Feb 2020
  • The 4th African Mosaique Fashion Festival, Legetafo, Ethiopia, Dec 2020

  • Organized Workshops

    Creative-Hood Workshop SOS Children's Village, Addis Ababa, Ethiopia July 2019

    Workshops and trainings we participated at

  • Trades, women entrepreneurs workshop By ITC, in Kigali, Rwanda May 2017
  • Entrepreneurship, Employment opportunities in the Blue economy and Technological Innovation By UNDP and mission of Japan to the AU, Addis Ababa, Ethiopia April 2019
  • Training ITC, Mitreeki, Addis Ababa, Ethiopia Ikigai Centre, Nairobi, Kenya, Final presentation April- Nov 2019
  • Presentations we did

    Hub of Africa Fashion Week, Addis Ababa, Ethiopia Oct 2018

    Press

    Hub Of Africa Fashion Week 2019

    FOZIA ENDRIAS - HAFW 2019 Addis Ababa - Fashion

    Interview with Fozia Endrias

    FoziaEndrias_ Casual wear on EBS TV

    Stockiest

    Etsegenet Zeleke

    Production

    The Founder

    Fozia Endrias is a young entrepreneur who works as a fashion designer. Her background in architecture has served as a source of influence for her fashion. She graduated first in her class in fashion design at Next Fashion Design School. In 2016, she also won the final year competition organized by the school. Fozia likes working and experimenting with a wide range of unique material that could be interesting to wear. She is also drawn to handmade products, including hand embroideries.
    Fozia draws inspiration from her surrounding environment, especially the non-physical elements. As an art form, she believes in fashion’s power to express ideas, capture the existing time and situation, and ability to promote and preserve the traditions of society.

    “I had spent most of my time trying to find myself in the industry, experimenting on different designs, materials and fabrics. I took some time trying to understand what I am good at, who we want to be as a fashion house and what we want to contribute to the world. My background in architecture always plays a great role in my thinking and has shaped the way I look at my surroundings. So I studied my surroundings, sourcing, fabrics and kept my eyes and heart open to learn from everything. That’s when I learnt about the beauty of the cotton; natural fabrics in the Ethiopian traditional clothes. Then I fell in love with it. I know that all Ethiopians love their traditional things. But I don’t think they see it the way I do. The most important thing I’ve learnt from my ancestors is how they use the natural fabrics, and hand crafts.I believe that the traditional clothes that people wear occasionally now were the day-to-day outfits of ancient times with a bit of different touches. I love the fact that people used to wear outfits that were made of natural fabrics and beautiful handcrafts without contributing to the pollution and climate change of the environment.”

    Fozia Endrias Hussen