Asha Eleven is a premium, ethical fashion brand based in Cape Town, South Africa. Asha Eleven was created by Kenyan born Olivia Kennaway who embraced the ethical fashion movement long before it became the burning issue it is today.
Asha Eleven was launched in October 2018. Olivia, who previous co-owned the internationally successful ethical brand, Lalesso, spent over 15 years studying, working and immersing herself in all aspects of the value chain of the fashion industry. The garments are timeless and made to last with a focus on “less is more”.
Asha Eleven tries to reduce its negative impact on the people and the planet as far as possible. It does this in various ways:
The brand’s raw materials and textiles are either 100% natural or are recycled or up-cycled. The 100% linen and wood-based Tencel they used in their garments biodegrade in less than 6 months. Their swimwear is made from rPET which is recycled plastic, mostly recovered from the ocean. All custom printing is done digitally which uses less water and makes use of non-toxic dyes.
Asha Eleven clothing is produced in small factories that provide fair working conditions and pay fair wages.
There is a no-plastic policy at Asha Eleven. Wholesale orders are individually packaged in planted-based, bio-plastic bags that are biodegradable. All retail packaging is either recycled, recyclable or biodegradable and reusable.
Distribution is more complex and a crucial part of the business. Their answer is to balance out their carbon footprint by carbon offsetting. Essentially the money paid towards offsetting Co2 emissions goes directly towards planting trees which absorb the Co2 and emit more oxygen.
This Cape Town-based fashion brand is truly exceptional and worth the investment.