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
Organized Workshops
Creative-Hood Workshop SOS Children's Village, Addis Ababa, Ethiopia July 2019
Workshops and trainings we participated at
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