Babatunde: for the love of Africa

“People are excited by quality African products,” says Gareth Cowden, founder and creator of Babatunde, a concept brand of hats and accessories.

“The challenge is to find a way of keeping production completely local despite the lack of guidance, support and assistance from government,” he says. Despite the local challenges, the brand is focused on creating something uniquely and energetically African, which is prompting a growing roar of appreciation across the continent and abroad.

Gareth moved back to South Africa from London in April 2009. He was working as a freelance stylist and, finding the irregular work too stressful on his bank account he started looking for another source of income.

Leveraging his fashion experience, he chose to make a range of hats in bold African pattern and wax print. It was an experiment that started out with five caps and five trilbies. “I had no idea how they would turn out or how people would receive them,” he says. But the response has been overwhelmingly positive.

Babatunde has since designed an exclusive line of headwear for selected Woolworths stores and can name local and international celebrities such as HHP, Khuli Chana, Solange Knowles and Erykah Badu among its fans.

“One of our umbrellas was a finalist for the 2013 Most Beautiful Object in SA competition at Design Indaba. All these are great successes, but to be honest, success for me is when you can employ people and make a difference to people’s lives.”

Gareth is dedicated to raising positivity about Africa and African products, and has built his company around strong African family values. The name itself – Babatunde is significant as it is a Yoruba (Nigerian) name that translates as “the father returns”.

“We at Babatunde urge the father-figures to return to Africa,” he says. In an interview with okayafrica.com he explains a little further. “I love the name and meaning of the word as I feel that we need more fathers in Africa. Africa needs men to behave like men and take more responsibility for their families, Africa’s growth and also themselves.”

The people who wear and support the brand are as rich and diverse as Africa itself. The company doesn’t want to focus in on a target market but rather hope to create something beautiful and unique for anyone who has a love for Africa. “We don’t aim our product at any particular age or type of person,” says Gareth. “As long as you love Africa and want Africa to grow, then we are targeting you.”

Words Emily Pettit-Coetzee
Images – Babatunde