Taking a Stand with Your Brand: Genderless Fashion in Africa

<p>In Africa, as in the rest of the world, gay rights is a deeply divisive issue and queer people often face discrimination and violence. Wandia Gichuru, CEO of Vivo Fashion Group, and Chris Makena Muriithi, CEO of BOLD Network Africa, decided they wanted to do something about it using their collective strengths in business, fashion, advocacy, and storytelling. The Zoya X BOLD collection is about more than creating fashion for the queer community — it’s about starting a conversation about inclusivity and acceptance and welcoming everyone to the table.</p><p>Saying you’re a socially conscious business is a lot easier than actually being one. That’s what Wandia Gichuru learned from Chris Makena Muriithi, whose organization BOLD Network Africa advocates for LGBTQ rights. When the two met — online and, ultimately, in person — they talked and talked. And then they took action, creating an entirely new product line for the queer community.</p><p>“Fashion is a big thing for LGBTQ culture,” Muriithi explains, but clothing brands aren’t exactly serving the market. It was a perfect opportunity for Gichuru, whose Vivo Fashion Group had already built a business catering to the unique needs and preferences of African women.&nbsp;</p><p>Educating and engaging Vivo employees was a key first step. “If we're going to do this, we don't want to do it just as a PR exercise so we can tick the box,” Gichuru says. “Can we figure out why we're doing it and why it matters, so that as an organization we learn from this and we become more accepting?” While Gichuru wanted to take a stand, she also wanted to respect her staff, many of whom were very religious. She told them, “I'm not going to force you to work on this but I want you to understand why we're doing it.” With pride, she recalls, “Literally everyone stayed on the project. No one, no one left.”</p><p><br></p><p>As a former journalist, Muriithi saw that queer stories were never told with the decency they deserve. So, storytelling is a key pillar of BOLD’s advocacy work, an