Conscious of the impact running a fashion label has on the environment the brand's main focus is textile waste reduction, creating artisanal and limited edition pieces from up-cycled denim, made in Nigeria cotton, end-of-line fabrics and cutting table waste. This focus on waste reduction has also led to the invention of a 'new African fabric' called DAKALA CLOTH. The clothes are free spirited and nomadic, inspired by the lives of the wandering people of the African deserts and great plains. Through exploration and experimentation with innovative techniques, the label aims to harness the capabilities of technology (both old and new) as a sustainable form of preserving traditional craft skills. Modern interpretations of early methods of hand crafting like weaving, beading, hand dyeing and embroidery give new new life to fabrics by transforming their conventional uses and making the transition from tradition to modernity.