In the fast-paced fashion world where trends are dispensable and superfluous, bringing hand-made fabrics and sustainable techniques to the mass market via ASOS sounds to us like an innovative and ideal solution.

ASOS, one of the biggest online shopping sites in the UK, has teamed up with Soko, a fashion company who support skilled craftspeople from disadvantaged villages in Africa, giving them jobs, income and education, to bring to us ASOS Africa.

Established in early 2010, the affordable pieces sold are made with materials from sustainable sources, meaning you can now save the world from the comfort of your bedroom. is keen on supporting the planet and has also incorporated the green room into their website, where shoppers can find independent companies such as People Tree, known for its fair trade ethos, and MADE which sells beautiful handmade African jewellery.

Now in its fourth season, the Autumn/Winter 2011 collection for ASOS Africa is incredibly exciting in it’s mixing of folk inspired prints from Tanzania, with rich hand-woven fabrics from Mombasa and luxurious European sourced fabrics.

The bright patterns cheer up any outfit and are bang-on trend. Successfully fusing grunge with tribal, ASOS Africa offers culture, style and ethnic enthused pieces without any expensive holidays being required, for a stylish winter wardrobe.

Label Style loves the quilted bomber jacket from the collection (pictured), which is perfect for windy autumn days in Loughborough with slouchy jeans and a scarf.

Prices range from cute tops at £20 to beautiful trench coats at £75. Asos also guarantees a donation of £5 to Soko from the sale of each piece from the collection, to help maintain their inspiring work in Africa.

Ultimately, the collection allows you to begin saving the world one dress at a time and still feel good in the knowledge that the money is helping those that need it most. Inspiring and innovative with beautiful and unique items on sale, here at Label Style we hope ASOS Africa is here to stay.



The jumper pictured is an ASOS Africa Woven Print Front Sweat (£40). This picture is the property of


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