AFRICA’S FRESHEST EXPORT

The Fashion Deli is a unique concept store specialising in ethically produced African fashion and lifestyle products launching in New York next month.

Thulare Monareng has nurtured a dream for many years. “Africa has long been regarded as a mysterious, yet beautiful and tragic continent. I want The Fashion Deli to change that perception of Africa and create a memorable retail experience.”

Born in Soweto, raised in Swaziland and educated in the US and Europe, Thulare is clearly a designer with a global outlook.

Although she launched the original Fashion Deli concept store in Cape Town’s Long Street in 2011, Thulare has since moved her ambitions abroad, and will be opening the doors of her new Manhattan store in March.

Chic African chatted with her about taking Africa to the world.

What sparked the idea for The Fashion Deli?

I love the delis in New York City and I’ve always been intrigued by the dizzying range of foods on offer. In contemplating what I wanted to achieve with my new business venture, I knew that I wanted to offer consumers a deli-esque array of the finest African designer products.

What do you love most about the design process?

I consider design a form of visual text. It’s a labour, which allows me to craft messages and convey different expressions of myself through my work. It brings me joy to be able to use this medium as a way to communicate with the world.

How would you like to change the way Africa is perceived?

My hope is that through my designs I will be a reflection of a modern African story. While I cherish and celebrate the rich culture and creativity found on the continent, my designs offer an alternative narrative to the passé ideas surrounding Africa and her fashion-sensibilities.

By Samantha Page