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Design surprise: African prints made in Europe

By Daniela Walker 30 : 10 : 2013 Africa : Fashion : Print

Helmond, The Netherlands – Textile manufacturer Vlisco creates classic African batik wax prints, used for everything from upholstery to high fashion, and in high demand in Africa – more than 90% of the company’s sales come from the continent, according to Business of Fashion. Yet it is virtually unknown in its homeland, The Netherlands.

An exhibition during Dutch Design Week sought to introduce the company to the European and international market. Vlisco Unfolded unveiled the company’s history, a new collection, as well as a one-off print produced in collaboration with designers at Studio Job.

‘This is the moment to show who we are’, says Hans Ouwendijk, CEO of the Vlisco Group.

Vlisco’s success in Africa is an example of our New Emerging Affluents macrotrend in which we profiled a tribe of new consumers in emerging markets.

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