Vlisco

Vlisco is a Dutch printer of wax fabrics. The company has existed for 174 years and first sold fabric into West Africa at the end of the 19th century. Wax printed fabric, which was originally intended for the Indonesian market, became a part of African culture. This was thanks to the African women traders, who not only bought and sold the fabric and advised on colour and design, but also created names for the different prints and told stories about their meaning. African women then bought the fabrics to turn into garments that expressed their identity. The market for Vlisco prints in Africa is an example of mass-customisation and individual self-expression that has existed for over a century. This is not fast fashion but sustainable made-to-measure on a huge scale. Vlisco still has its home in Helmond in the Netherlands, where the craft of wax printing is passed on down through generations. The design team is international and chosen for their individual and varied style. The imaginative designs come from the designers themselves, but the interpretation and expression are purely African.