Photo Credits: Tara Mette
Lux Living
Amâna: W
e live in a world where consumerism has driven the earth over its tipping point. Unless we drastically change the way in which we consume and what we buy, global warming will drastically affect our lives for the worst. Fashion, changing with every new season, is one of the factors that contribute to the degradation of the earth and its resources. Some brands are even known to burn tonnes of unsold garments when trends change. One of the ways in which to combat this tendency is ‘slow’ fashion. Slow fashion basically means buying better quality garments that will last longer and to value fair treatment of people, animals and, importantly, the planet. One young Namibian designer aims to make her contribution to the slow fashion movement by introducing the art of buying less through a range of quality leather handbags. Elzane Ludeke recently launched her brand Amâna. “I didn’t want to start a brand that only models can wear or look good in,” she explains. The name of her brand, Amâna, is a Damara word that means truthful an excellent fit for a company that aims to create a truthful product that anyone can wear and look good in. According to Elzane, a good quality leather handbag will last years with the correct care and attention. “I started my handbag label with the idea that one really needs only one handbag. One functional, practical
Style That Lasts
eight-to-late handbag which suits every occasion and outfit.” Having fallen in love with leather, and especially the production of leather accessories, as a fashion design student, it made sense for her when she started her own line that it would be based on leather. As a designer she knows that she cannot change mass tanning processes and manufacturing outputs that go hand in hand with leather production. But by using leather she can create a strong, long-lasting product that is a lot more sustainable than items made of imitation materials. Amâna targets modern professional women. Each bag is intended to be the perfect companion whether you are constantly on the go or whether you are the more casual laid-back type of person. The handbags are designed to be comfortable and practical yet at the same time stylish with a minimalist design that will stay in fashion regardless of changing fashion trends. Currently Amâna offers four bags, each named after and inspired by a strong independent female role model in Elzane Ludeke’s life. The Maggie is named after her mother and Jeanne, Alexandra and Carla are friends. Visit www.amana.design for Amâna’s online shop. Le Roux van Schalkwyk
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