Women’s Bags
Men’s Accessories
Bridal Aso Ebi
Ceremonial Fabrics
Event Outfits
Groom’s Attire
Wedding Accessories
About Ashowa
Ashowa (Our clothes) is more than just a marketplace; it’s a vibrant community where culture, fashion, and sustainability come together. Based in the UK, Ashowa.com provides a platform for people across the globe to buy and sell new and pre-loved traditional African clothing and accessories, especially Aso Ebi, with a focus on preserving the beauty and heritage of these cherished garments.
Whether you’re looking for a unique outfit for an upcoming celebration or want to give your secondhand Aso Ebi a new life, Ashowa is the place where tradition meets modern sustainability. Our marketplace is designed to make it easy for male and female sellers to showcase their pre-loved Aso Ebi outfits, fabrics, shoes, bags, jewellery, headties, and more—while helping buyers discover beautiful items at a fraction of the cost.
The Story Behind Ashowa
Ashowa was born from a deep appreciation for culture, community, and the vibrant traditions that define us. Across Africa and the diaspora, garments like Aso Ebi are more than just fashion—they’re woven expressions of identity, unity, and celebration. Yet, these cherished pieces are often worn only once, then tucked away.
We created Ashowa as a dynamic, multi-vendor marketplace to breathe new life into these beautiful garments and make cultural fashion more sustainable, accessible, and inclusive. Our platform brings together a wide network of vendors from across Africa, offering both new and preloved items that reflect the richness of our heritage and the diversity of modern style.
To make fashion even more circular and community-driven, Ashowa also features classified pages—dedicated spaces where individuals can list and sell their preloved items directly to the community. This empowers everyday people to pass on garments with cultural significance, extending their life while earning value in return.
More than just a place to shop, Ashowa is a hub for life’s most meaningful moments. Whether you’re preparing for a wedding, naming ceremony, festival, or any cultural occasion, we connect you with curated outfits and trusted service providers who understand and honour the stories behind your celebrations.
Rooted in the spirit of “our clothes,” Ashowa champions a shared approach to fashion—one that honours tradition, supports local creators, and invites the world to experience the beauty of African culture in every thread.
Mission, Vision, and Values
Mission
At Ashowa, our mission is to connect culture, commerce, and community through a curated marketplace that celebrates African fashion and tradition. We provide a space where individuals, vendors, and service providers can offer new and preloved items—extending the life of garments, promoting sustainability, and making cultural fashion accessible for all occasions.
Vision
We envision a world where fashion honours tradition, tells a story, and supports a sustainable future. A world where cultural garments are proudly worn, reused, and shared across generations. Ashowa strives to be the leading global platform for sustainable African-inspired fashion—bridging continents, communities, and cultures through every stitch.
Values
Community
We champion collaboration and connection—between private sellers, vendors, and buyers—building a marketplace rooted in shared heritage and mutual respect.Sustainability
We promote circular fashion by encouraging the sale and purchase of preloved items and supporting mindful consumption across all our offerings.Cultural Heritage
We honour the traditions and stories behind every garment, celebrating the diversity and beauty of African cultures through fashion.Inclusivity
We welcome everyone—regardless of background or location—to buy, sell, and celebrate cultural fashion. Our platform is built to empower individuals, small businesses, and communities alike.Empowerment
We support vendors and service providers by giving them tools and visibility to grow their businesses, and empower private sellers through our classified listings.
Sustainability and
Community Focus
At Ashowa, sustainability isn’t just a feature—it’s a foundation. In a world shaped by fast fashion and excess, we offer a different path rooted in tradition, value, and mindful consumption. African garments like Aso Ebi are rich in meaning and craftsmanship, yet too often worn once and forgotten. By enabling their resale and reuse, we help extend their life and reduce textile waste.
Our multi-vendor marketplace supports this mission in multiple ways. Vendors across Africa offer new pieces made with care and cultural significance, while individuals and private sellers list preloved items through our classifieds—giving each garment a second chance to be worn, loved, and celebrated again.
Every buyer who chooses preloved over brand-new contributes to a circular fashion economy. Every seller who lists their gently-used outfit keeps it out of landfills. And every transaction fosters a stronger, more connected community—one that values heritage as much as it values the planet.
Beyond fashion, we support cultural celebrations by connecting users with event-ready attire and trusted service providers. Through this, Ashowa becomes more than a marketplace—it’s a movement toward a sustainable, community-driven future rooted in pride, purpose, and shared tradition.