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THE BRAND

Awale studio is a multicultural Parisian concept founded by Jad Fardon in 2017, working with artisans in Côte d'Ivoire, West-Africa.

« It is through fashion and lifestyle capsules that the label explores stories from everyday life, inspired by my childhood in Cote d'Ivoire, my Lebanese origins, places that I visit and people I meet during my travels. »

With regards to our process of manufacture, we seek skilled and experienced craftsmanship. It is by sourcing our materials locally, combining traditional « savoir faire » and contemporary techniques that we have created an ethical and qualitative mode of production, offering our customers a unisex fashion and lifestyle items at affordable prices.

Our signature fabric is made of organic cotton grown in Korhogo, north Côte d'Ivoire. Cultivated in the local traditional way, it is hand-spun by women of the village, then handwoven by men.
Our tie and dyes, and dyed fabrics are entirely realized from natural pigments, in collaboration with craftsmen in the region of Grand-Bassam, south-east of the country.
Furthermore, our jewels made of bronze are also realized in Grand-Bassam, according to the lost wax casting process.

Awale studio designs are cut and assembled in our workshops in Abidjan.

 
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DEFINITION

Awale (a wa ley) : masculine

A strategic board game found within several African cultures and inspired by the senet from antique Egypt. It had crossed the borders from Middle East to West Africa, carried by travelers over time, according to the legend.

Also means "love one another" in dida, one of the sixty ethnic groups in Côte d’Ivoire (kodivwar), west Africa.

ORIGINS

They walked a long way, for a very long time through the desert until they arrived by sea. They collected some shells and went back to their village. Along the way, they made holes in the sand to store the shells. This is how was born the game, shells in holes.”

Ghanaian legend

 

THE SOUL BEHIND

Jad Fardon
founder & creative director

From Lebanese decent, I was born and raised in Abidjan, Côte d’Ivoire, during the 90’s. As a teenager, I moved around for a couple of years, first in Beirut, Lebanon - then Dakar, Senegal. 

At the age of 18, I left my family home in Abidjan for good and move to Paris where I am currently living.
After 8 years of studies, during which I developed many artistic ways of expression and improved my sense of aestheticism, I graduated from the « Ecole Spéciale d’Architecture ».
One year before my thesis, I started asking myself which subject I would like to work on and explore further. As I was fascinated by arts and manual work since childhood, I grew a deep interest in craftsmanship ; especially the one we find in west Africa. Therefore, while discovering all the techniques and possibilities hidden behind the local know-how, I wanted to highlight it and to express myself through a different medium other than architecture and space design.

What should have only been a tee-shirts capsule collection became in 2017 a company based between Abidjan and Paris, with its own workshops, showroom and online store.

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