Original shweshwe a big hit in Namibia

Da Gama Textiles’ sales of its main product, original shweshwe fabric, increased substantially last year compared to the previous year. The company, based outside King William’s Town in the Eastern Cape of South Africa, also experienced a bumper festive season. The Da Gama home sewing division sales manager Anwar Vahed said: “The festive season is the most important time of the year for us.” Original shweshwe is sold in Namibia, Botswana, Lesotho, Swaziland and South Africa. Vahed said original shweshwe was introduced into Namibia seven to eight years ago. “Before this there was none in Namibia. In the short period since the fabric has been available there, sales have grown.” Vahed said Namibians were embracing the 100% cotton cloth, known for its tight geometric and floral designs and vibrant colours. “We are honoured that Herero women, world famous for their traditional dress, are wearing our fabric.” Prior to the introduction of original shweshwe in Namibia, polycotton, a lookalike shweshwe was available here. The polycotton shweshwe tends to fade and the colours are flatter and less radiant than those of the original cloth. Genuine shweshwe, which is manufactured using a unique discharge printing method, has historical and cultural importance in South Africa, Botswana, Lesotho and Swaziland. New brides wear outfits made from the fabric for a period of time to indicate their marital status. Vahed said: “Our increased sales show that consumers prefer to choose quality and the genuine shweshwe, rather than the cheap lookalike imports.” “Original shweshwe is the tartan of Southern Africa. Just as a Scotsman won’t settle for a polyester kilt, Southern Africans are refusing to wear imitation shweshwe. They want the real thing. It’s about observing tradition and preserving culture.” He said the company’s marketing has emphasised the superior quality of original shweshwe. “Fake shweshwe buyers are disappointed when after a few washes they notice the quality is inferior and the fabric fades,” Vahed said. Besides the quality of the fabric, Vahed attributed Da Gama’s sales success to a number of factors. “We innovate constantly. Every few months we launch a new colourway and new designs in that colourway. Imitators cannot keep up with us. They do copy some of our old designs, but not our latest prints. We have wooed a younger client base with our new colourways, such as turquoise and teal, neon orange and lime green, which are in line with the latest colour trends.” Vahed also noted that trend spotters had noticed more people wearing the fabric over the past year. He said Da Gama Textiles’ partnering with fashion designers, and the creation of designer original shweshwe clothing, continued to boost the popularity of the fabric. WINDHOEK STAFF REPORTER