About Asho wa

Ashowa 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 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 out of a love for culture and a deep respect for the traditions that connect us. In many communities, especially across Africa and the diaspora, special garments like Aso Ebi are more than just clothing; they are a symbol of togetherness, family, and celebration. Yet, these beautiful outfits are often worn only once, leaving them stored away in closets.

We saw an opportunity to change that by creating a space where these garments can be shared, re-worn, and loved again. As people continue to embrace sustainability in all areas of their lives, we wanted to bring that ethos to the rich world of traditional fashion. Ashowa reflects the idea of “our clothes,” a collective community effort to extend the life of special pieces that hold cultural significance while making fashion accessible and affordable to all.

Mission, Vision, and Values

Mission:

Our mission at Ashowa is to bridge the gap between culture and sustainability by providing a marketplace where buyers and sellers can connect over shared traditions. We aim to make traditional fashion more accessible and sustainable, fostering a community where pre-loved items are given a second life.

Vision:

We envision a world where fashion is both celebratory and sustainable. A world where every garment tells a story, and where traditions like Aso Ebi can be cherished across generations, without waste. We strive to be the go-to platform for sustainable traditional fashion, expanding beyond the UK to connect communities across the globe.

Values:

  • Community: We believe in the power of togetherness, reflected in our mission to bring buyers and sellers closer, united by shared cultural heritage.
  • Sustainability: We are dedicated to reducing fashion waste by encouraging the reuse and recycling of traditional garments. Every item sold on Ashowa helps to reduce environmental impact.
  • Cultural Heritage: We celebrate the rich traditions and stories behind every outfit. Ashowa exists to preserve and showcase the beauty of our collective history through fashion.
  • Inclusivity: We aim to create an inclusive marketplace that welcomes sellers and buyers of all backgrounds, making sustainable fashion accessible to everyone.

Sustainability and Community Focus

At Ashowa, sustainability is woven into the fabric of everything we do. Fast fashion contributes massively to environmental degradation, but traditional outfits like Aso Ebi hold timeless value, often passed down or kept as mementos. By focusing on the resale of these beautiful garments, we’re helping to reduce waste and promote a more mindful approach to fashion.

Our community of buyers and sellers plays a crucial role in this vision. Sellers, by offering their gently-used outfits, give these garments a chance to be cherished anew by others. Buyers, by choosing pre-loved fashion, make a conscious choice to support a sustainable future while staying rooted in cultural tradition.

We are also committed to creating a supportive and thriving community within the diaspora. By facilitating the exchange of traditional clothing and accessories, Ashowa connects people in a shared appreciation of their heritage, regardless of where they are in the world. Every sale, every exchange, is a step towards a more sustainable, culturally rich, and connected world.