In today’s world, over 200 million people of African ancestry live outside the African continent, forming the vast African Diaspora.
Though thousands of miles separate them from the motherland, they remain deeply tethered to the thoughts, nostalgia, and rich cultural traditions of their origins.
One such individual was Michael, who had emigrated from Nigeria to the United States nearly two decades ago.
On one rare occasion in Dallas, in 2010, Michael needed to attend an important African cultural ceremony.
As he rifled through his wardrobe, he realised with dismay that the traditional Yoruba attire he had brought with him over 3 years ago no longer fit his frame.
Despite his confidence in being able to grace the occasion with his existing wardrobe, Michael's excitement turned to frustration as he discovered that the clothes he had were now too small.
Undeterred, Michael embarked on a frantic last-minute search to find suitable traditional Yoruba attire for the ceremony.
He placed an express, but expensive, order to a fashion designer a friend had recommended, hoping to have an outfit in time, as any would do.
However, to his disappointment, the order never arrived before the event.
It was in that moment of frustration, the idea for Pashione was born.
Back home in Nigeria, Michael would have been able to easily walk into any number of fashion stores and pick out the perfect, bespoke-tailored traditional garments.
But thousands of miles away, in the United States, his choices were limited, and he had faced the challenging reality of accessing his preferred African attire.
He realised he wasn't alone in this struggle—many in the African Diaspora faced similar challenges in maintaining their connection to their heritage.
Michael envisioned a way to bring the artistry of African fashion to people like himself—global citizens who craved that vital link to their heritage.
It was a solution born out of his own yearning to bridge the gap between his past and present, ensuring that no one else would have to experience the same painful disconnect.
And so, Pashione was created, not just as a brand, but as a lifeline to the rich cultural traditions that unite the African Diaspora, no matter where in the world they may be.
Michael Fasere. Founder and CEO of Pashione.
What is Pashione?
The etymology of Pashione is derived from the words “Passion” + “Fashion”.
Pashione is a bridge. A bridge that connects home — Africa, to the rest of the world.
Pashione ensures that no matter where you are on the map, you can access the latest African clothing, designs, artwork, and accessories directly from Africa without the fear of fraud.
Your location doesn't limit you - from Nairobi to Boston, Cape Town to Berlin, Lagos to London, and beyond, we deliver the best of Africa right to your doorstep.
Our Mission
We are on a mission to lead the next generation of fashion commerce and engineer the future of fashion, focusing on Africa’s contribution to the fashion industry globally.
By working directly with local designers and artisans, we ensure that the products offered on Pashione are more than just beautiful creations – they are living embodiments of the stories, techniques, and histories that have been passed down through generations.
Our Vision
We envision a future where African fashion is celebrated globally for its creativity, quality, and deep cultural significance.
Our goal is to become the world's premier destination for discovering and showcasing the finest African fashion brands.
Our Core Values
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Cultural Preservation: We are committed to preserving and celebrating the rich cultural heritage, artistry, and traditions of Africa through its fashion and products.
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Authenticity: We value authenticity, working directly with local African designers and artisans to offer genuine, high-quality products that tell a story.
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Global Connectivity: We aim to bridge the gap between Africa and the rest of the world, making African fashion and design accessible to a global audience.
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Empowerment: By supporting local African creatives and entrepreneurs, we seek to empower African communities and contribute to the continent's economic development.
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Inclusivity: We believe that everyone, regardless of their location, race and tribe should have the opportunity to experience and enjoy the best of African fashion and design.
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Innovation: We are committed to driving innovation in the fashion industry, using technology to engineer the future of fashion and showcase Africa's unique contributions.
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Safety: We place a strong emphasis on providing a safe and secure shopping experience for our customers, ensuring the protection of their personal and financial information.
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User-Friendliness: We are dedicated to creating a seamless, intuitive, and enjoyable shopping platform that caters to the needs and preferences of a diverse customer base.
What Makes Pashione Different?
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Direct Sourcing from African Artisans: Unlike many retailers, Pashione works directly with local designers and artisans across Africa. This ensures authenticity, fair compensation for creators, and a wider range of unique, high-quality products.
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Cultural Integrity: Each product on Pashione comes with its cultural context and story, preserving and promoting African heritage beyond just fashion.
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Global Accessibility: We've eliminated geographical barriers, making authentic African fashion and products available worldwide with efficient international shipping.
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Quality Assurance: Our careful curation process and direct relationships with vendors allow us to maintain high standards of quality and craftsmanship.
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Customisation Options: Pashione offers bespoke services, allowing customers to personalize their orders and connect directly with artisans.
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Fraud Prevention: Our secure platform addresses the common fear of fraud in online shopping, especially for international transactions.
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Diaspora Focus: We uniquely cater to the needs of the African Diaspora, helping them maintain strong connections to their cultural roots.
Our Vendors
At the core of Pashione's success lies our network of talented and dedicated vendors - the local designers, artisans, and craftspeople who bring the essence of Africa to life through their exceptional creations.
We are deeply committed to fostering strong, mutually beneficial relationships with our vendors, as they are the true lifeblood of our platform.
When you shop on Pashione, you are not just purchasing a product - you are investing in the stories, techniques, and legacies of the individuals who pour their passion and creativity into each piece.
Our vendors hail from all corners of the African continent, representing a diverse tapestry of cultures, traditions, and artistic expressions.
We carefully curate our vendor partnerships, ensuring that each one shares our values of authenticity, quality, and ethical business practices.
We work closely with our vendors to provide them with the resources, support, and platforms they need to thrive and showcase their work to a global audience.
Our Product Offerings
Our product offerings include:
Traditional Clothing: From beautiful Ankara prints to elegant Aso Oke fabrics, we offer a wide range of traditional attire for both men and women. This includes bespoke-tailored garments such as agbadas, kaftans, and iro and buba sets.
Contemporary African Fashion: Discover modern interpretations of African styles, including ready-to-wear collections that blend traditional elements with contemporary design.
Accessories: Enhance your look with our selection of handcrafted jewelry, bags, shoes, and headwraps that complement both traditional and modern outfits.
Home Decor: Bring a touch of Africa into your living space with our collection of artwork, textiles, and decorative items that reflect the continent's diverse artistic traditions.
Beauty and Skincare: Experience the natural beauty secrets of Africa with our range of organic skincare products and cosmetics inspired by traditional African ingredients and practices.
Customized Creations: Work directly with our talented artisans to create bespoke pieces tailored to your preferences, ensuring a truly unique and personal connection to African craftsmanship.
Join the Pashione Movement
Explore Our Collection
Visit our website at https://pashione.co/products to browse our diverse range of authentic African fashion and accessories.
Become A Vendor
Take the first step and apply to become a Pashione vendor today.
Visit here: https://storefront.pashione.co/
Become A Pashione Affiliate
Coming Soon
Follow Us
Instagram: @Pashione.HQ
