Sita's object is the indigo loincloth, a traditional fabric from West Africa. Favoring a sober and refined style, the brand intends to promote timeless West African culture in a modern and trendy spirit. The depth of the indigo blue lends itself entirely to its attributes that emphasize elegance and authenticity. The project was born from a desire to enhance the know-how of the craftsmen of the Fouta Djalon region in Guinea. By focusing on the indigo loincloth, the brand wishes to introduce the whole world to a new facet of African fashion, through an ancestral textile with deep colors and authentic patterns.