“Johannesburg, South Africa – 1 July, 2012 marks the beginning of a new dawn in African fashion as Loin Cloth and Ashes champions the new wave of African renaissance with the opening of their first ever flagship store in the Maboneng Precinct, situated in the heart of Joburg’s new urban development.
Tanzanian-born Anisa Mpungwe, the creative design genius behind Loin Cloth and Ashes (LCA) is at the helm of this new revolution, creating designs that humbly show an intrinsic understanding of the new African woman.
The LCA store will bring a bright spark to the Maboneng Precinct, which is fast becoming the new hub for Africa’s creative spirit and provides just the perfect environment for people to come experience the LCA brand and flirt with the gorgeous garments.
“This is a big step for me and a daring move for my label. I’m thrilled to have found just the perfect spot for people to come shop and try on our clothes. We’ve been working so hard towards this and I’m glad it has finally come. It’s been a divine journey,” says Mpungwe.
For women who don’t reside in Johannesburg, Mpungwe is proud to announce that along with the flagship store opening, LCA will also launch online via 36Boutiques.com on the same day of the launch, providing a virtual shopping experience for local and international clients.
In an industry that is dominated by established fashion powerhouses and male designers, LCA stands its own ground with a label that caters to urban Africa and tells the story of a more cosmopolitan African woman.
Mpungwe’s Tanzanian background, matched with her global travels and studies in fashion design, puts a stamp of authenticity to her use and understanding of African fabrics and qualifies her pride as an African designer.
True to the brand’s identity as a modern African label operating in a cosmopolitan African era, LCA teamed-up with a band of like-minded African creatives who are all part of the new African renaissance and passionate believers in shining the spotlight on the continent’s ingenious talent.
Mpungwe’s team features the Namibian-born and renowned international show producer Jan Malan of Umzingeli Productions. To complement Malan’s acclaimed showmanship; Mpungwe’s has hired the services of a pioneer in Afro-fusion music, the Mozambican-born Dino Moran who is a preferred DJ and music producer.
Loin Cloth and Ashes first burst on to the local fashion scene in 2008 when designer Anisa Mpungwe became the first black woman to win the Elle New Design Talent.
For Mpungwe, that was just the beginning of her journey. Since then, Loin Cloth and Ashes has appeared on the local catwalks along with making its debut on the international catwalks when she showcased at the prestigious New York Fashion Week as part of the Arise Magazine African Collective in 2010.
Mpungwe’s label has been adorned by an impressive list of clientele, including former South African First Lady Zanele Mbeki and the famed radio personality Anele Mdoda who has become the official ambassador and face of the brand.
Soon, women from all walks of life will be able to embrace a true African identity and embody a proudly African aesthetic when the Loin Cloth and Ashes store opens.
The store details are as follows:
Loin Cloth & Ashes Store | The Main Change | Retail Space One
20 Kruger Street | Maboneng Precinct | Johannesburg, 2094
Cell: 072 143 231 2 | www.loinclothandashes.com
Tuesday-Friday : 9:00 – 17:30
Saturday : 9:00 – 15:30
Sunday : 9:00 – 15:30 . . .”