An eco-responsible approach to fashion
At just 26, Jack Keita is making a name for himself in Guinea’s fashion industry. A passionate entrepreneur, he reconditions second-hand clothes from second-hand stores. His mission? Combine fashion and ecology to raise awareness of textile pollution. Using unsold and damaged clothes, Jack creates unique, eco-friendly pieces, keeping them out of landfill.
For Jack, the fashion industry in Guinea has untapped potential. Thrift shops are an integral part of Guinean daily life, but their environmental impact is often overlooked. Every year, tons of used clothing arrive in the country without being recycled. With creativity, Jack transforms these garments into trendy and inspiring pieces, while promoting more responsible consumption.
The path of a future engineer and fashion designer
Jack’s commitment to the environment is also linked to his personal background. As a building engineering student, he initially reconditioned his own clothes, lacking the means to buy new ones. Encouraged by his friends, he launched his brand in 2022 with the mission of transforming second-hand clothing into a sustainable resource. Since then, his entrepreneurial journey has gone from strength to strength.
To capture the attention of his audience, Jack uses second-hand clothes that he reworks according to current trends. He creates limited collections, often in partnership with local influencers and artists such as Khalil and Mariam, or DJ duo Force 3. These collaborations enable him to reach a wide audience while spreading his eco-responsible message.
Traditional skills and recycling
Jack also takes part in various events and fashion shows to present his vision. For example, at the 72 heures du textile guinéen in Brussels, he captivated a new international audience. Thanks to his unique style, he made a lasting impression and opened up new prospects for future collaborations, notably in France and Canada.
His brand stands out for its use of materials from the Guinean heritage. Jack favors tye & dye and patchwork, ancestral Guinean techniques, for his collections. These choices reflect his attachment to local culture, while at the same time being part of a sustainable production model. By using fabric scraps and collaborating with local seamstresses, he ensures that his ecological and artisanal values are respected.
A well-thought-out business model
Jack Keita is currently exhibiting his creations in a pop-up store at Mariador Park, while remaining active on social networks. Instagram allows him to interact with a growing community of 12,500 followers. Thanks to strategic publications, his collections attract young people in search of unique, responsible clothing.
For Jack Keita, ethical fashion is more than just a trend. He sees it as a means of raising awareness and making a commitment to a greener future. With his ambition to take on the big brands, Jack embodies a new generation of environmentally conscious designers. In Guinea and beyond, he has become a pioneer of sustainable fashion.
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