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The Folklore Is a New Online Concept Store Bringing Some of Africas Best New Designers to the U.S.

They’ll add a special element. I think that’s what The Folklore strives to do.” Her experience traveling to Lagos Fashion and Design Week also had an impact on her new project. “I met lots of designers, touched their fabrics, and talked to them about what they felt like they were missing from their current retail partners, and I recognized that a lot of them didn’t have retail partners in the States,” she explains. Take a brand like Orange Culture , for example: Ever since Adebayo Oke-Lawal debuted his line in 2011, he has received press and accolades, including nominations for both the LVMH Prize and the International Woolmark Prize. In spite of all of this, you’d be hard-pressed to find the brand in any well-known stores in the States. “I have yet to see a designer who has accomplished so much in such a short period of time and not be in one of those major retailers,” Rasool says. “I think that’s just people neglecting the continent and just making assumptions instead of actually checking out what’s going on.” In addition to more well-known names like Orange Culture or MaXhosa , Rasool is stocking some lesser-known talents that she came across while she was living in South Africa. There are vibrant knitted scarves from Cape Town designer Nicholas Coutts and sustainable yet off-kilter garments from Johannesburg duo Mmuso Potsane and Maxwell Boko’s line, MmusoMaxwell, to name a couple. “I don’t want to sell anyone ‘Africa,’ or the idea of African luxury,” Rasool says. “I want to sell styles made by African designers. They have a very minimal, contemporary aesthetic.

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