On February 1st, andu amet celebrated its 14th anniversary.
When we first began, the phrase “Made in Africa” was often accompanied far more negative perceptions than it does today.
However, we believed that creating in Africa and achieving beauty and quality could go hand in hand.
With that conviction, we set out to bring it to life ourselves—and that is how our journey began.
There were times, even in department stores, when people said, “This can’t possibly be made in Africa.”
That is how deeply rooted those perceptions once were.
Even so, little by little, “Made in Africa” has come to be seen not as something purchased out of charity (that lack appeal but are purchased for the sake of support), but as something of genuine value.
Though we are a small brand, we hope we have played a part in shifting that perspective.
Now, it feels as though it may be time to move on to the next stage.
With that in mind, we have spent the past year and a half working on a rebranding.
First, we have renewed the logo that we have used for the past 14 years.
The motif is inspired by the horns of a sheep and an Ethiopian staff—
forms that symbolize strength, wisdom, and experience.
It embodies our intention to carry forward the strength and knowledge that have been passed down in both Africa and Japan into the future.
We have also renewed our website (anduamet.com).
The key visuals were shot in Ethiopia,
created in collaboration with local photographers, models, and makeup artists at a studio on site.
There were some challenges along the way, but in the end, we believe the visuals clearly express the brand’s new direction.
We have also developed a new collection.
Until now, I have been living in Ethiopia, working closely with artisans to understand their techniques and the unique qualities of sheepskin, seeking beauty within "what was possible".
This time, for the first time, we invited external designers to join us.
Drawing from their experiences in Ethiopia and the impressions that moved them, they translated those emotions directly into bold forms.
Although the challenges were significant, the result is a collection that clearly differs from our previous work—one that feels almost like a series of art pieces.
We unveiled the new collection a little early to our community at the event “Roots to Future,” held on Sunday, February 23 at our Omotesando concept store.
As special guests, the performers ORIENTARHYTHM introduced the bags on what we called “the world’s shortest runway,” and we are grateful to have received such an overwhelmingly positive response.
The launch is scheduled for next month.
In fact, due to the ongoing civil conflict and foreign currency shortages, Ethiopia’s leather industry is currently facing a devastating situation.
Tanneries are closing one after another, skilled artisans are leaving, and with leather supplies disrupted, production has been severely affected for quite some time.
We are preparing to release the collection with whatever materials we are able to secure.
Both our 14th anniversary and this rebranding are milestones on our journey toward the future.
Perhaps it is very much in the spirit of andu amet that things do not always go as planned.
Still, without giving up, we hope to take another step forward from here, toward the future.
#Rebranding #Renewal #14thAnniversary #Event
