“Sawa is the first sneaker ‘Made in Africa’,” says co-founder and CEO Mehdi Slimani. “Behind Sawa there is an activist fashion project – we aim to add value in Africa.”
This does not make Sawa a “charity business.” Instead, the company aims to generate business as the first African sneaker brand. They work directly with communities, investing in them in the long-term. The name Sawa comes from the native people of Cameroon’s Douala city. Furthermore, it means “together” in Arabic.
Mehdi Slimani Hopes for an African “Industrial Revolution”
Slimani based SAWA on his belief that African communities need an Industrial Revolution to flourish. Referring to the UK, US, Europe and Asia, Slimani says, “it seems that nobody in those areas complained about getting a job, creating a family, access to consumer society, etc. So why should it be different for Africa?”
Slimani’s answer is SAWA. The company began in Cameroon, working with materials providers in Egypt and Tunisia. But the 2011 Arab Spring unfortunately disrupted those operations.
SAWA then moved to Ethiopia, where African professionals handle every step of the manufacturing, advertisement, communication and even phot
One of the co-founders, Frédéric Barthélemy, adds that, “usually, we also give our retailers additional local products like the soaps, LeBoxeur matches and notebooks… items that help to give the spirit of the brand.” In this way, SAWA not only helps the people involved in the production of their sneakers but also a myriad of local businesses.
Mehdi Slimani Draws on African Roots
Mehdi Slimani grew up in an Algerian family in France. Before starting SAWA, Slimani worked in finance in Brazil and China. Barthélemy says, “[Slimani] has always been passionate about sneakers and fashion,” despite working primarily in finance previous to SAWA. Slimani’s current role involves a little bit of everything: design, materials sourcing, development, production, sales, communication, etc.
While Slimani succeeded in the international finance scene, he continued to feel drawn to his roots.
“I am an African, living in Africa most of my time, making business in Africa, having a social life in Africa,” Slimani says. “I’m fed up with the people thinking they are going to save Africa with their marketing charity.” For him, the motto Made in Africa for Slimani isn’t just a brand statement. In fact, he describes it as “the base of our motivation and the unique solution to development.”
SAWA’s Collaborations and Growth Beyond Africa
SAWA has had several impressive brand collaborations, which have helped spread the name of the brand beyond Addis Ababa. For example, Slimani has worked with J. Crew (US), Public Enemy (US), Henstsch Man (UK),Michelberger Hotel (DE), and more. Peruse the company’s lookbook here.
Slimani sums up the history of SAWA as “a sum-up of what is Africa: corruption, political instability and hope.” Slimani’s ambitious project set out to provide economic opportunities to its community and also contribute to a market largely made out of raw goods. Influenced by politics and a mission based on investing in people rather than charities, SAWA shoes is a testament to the value of the saying, “teach a man to fish…”
