Panafrica: a brand of sneakers made in Africa

Vulfran De Richoufftz recounts 10 years of Panafrica development

Fashion is a powerful vector for change, capable of building bridges between cultures and generating a positive social impact. With this in mind, Vulfran De Richoufftz and his partner have launched Panafrica, a sneaker brand that combines style, ethics and commitment.

The Panafrica story is above all one of passion and commitment. Passion for Africa, where Vulfran grew up and lived, and commitment to fairer economic and social development.

“I’m a lover of the African continent,” confides Vulfran. We wanted to make fashion a lever for social transformation in Africa.”

The idea of creating Panafrica arose from a simple observation: Africa possesses a wealth of artisanal know-how and quality raw materials, but lacks the structures to make the most of them. Vulfran and his partner decided to create sneakers made in Africa, using organic and fair-trade cotton from Burkina Faso and collaborating with local production workshops, notably in Morocco and Ghana.

We’ve made choices that are sometimes difficult, sometimes very complex, that also make us doubt,” explains Vulfran. But in the end, they’re choices we’re proud of.

A landmark collaboration with Agnès B.

One of Panafrica’s most striking collaborations was with Agnès B., a major French brand. This collaboration highlighted the skills of Esther, a Ghanaian craftswoman specializing in batik.

“We came across a woman called Esther, who over time became a friend of the brand,” says Vulfran. And one fine day, Agnès B came looking for us to do a collaboration with Panafrica and wanted to use batik.”

This collaboration has been a real human adventure and has enabled Esther to see her work recognized and valued.

“When I went back to see Esther, who didn’t quite understand what was going on, I went to show her the photos of the fashion show, the pairs in the boutique, etc.,” Vulfran recalls. A truly emotional moment.

A committed, sustainable business model

Panafrica is committed to making a positive impact on the African continent, economically, socially and environmentally. The brand works in compliance with environmental and social standards, favoring organic and fair-trade raw materials, and supporting local communities.

• recycled raw materials
• organic cotton with Fair Trade label
• soles made from 30% recycled rubber.

The brand is part of a “slow fashion” approach, offering sustainable, quality products designed to last over time.

“The best way not to pollute is not to buy, or to buy second-hand products, or not to produce,” stresses Vulfran. But in any case, buying second-hand products, etc., is the best way. After that, what I emphasize is that a Panafrica sneaker is made to last.”

Talk Impact – WSN Show

A production plant in Côte d’Ivoire

Panafrica’s ambition is to develop a footwear industry in Africa, creating jobs and training people locally. The brand plans to open a production plant in Côte d’Ivoire in September 2025.

“Our idea is to set up our factory, hire people, do things right, in other words, train people,” explains Vulfran. We’re going to hire around 25 people starting in September, then around 50 over the course of 2025.”

This factory will enable Panafrica to produce its own shoes and develop new collaborations with African brands.

Sustained growth and future prospects

The company is growing steadily and is now distributed in 150 outlets in France and abroad. The brand aims to double this figure within the next two years.

“We’ve doubled digit in sales growth,” enthuses Vulfran. And we’re currently, I’m competing with Who’s Next, but we’re exhibiting at Maison et Objet, and we’ve had some great days since yesterday because, in fact, there are a lot of concept stores that come looking for us because they need, precisely, different stories, different products, complementary offers that tell a different story.”

Panafrica is an inspiring brand that proves it is possible to reconcile ethics, aesthetics and entrepreneurial success. Through his commitment and vision, Vulfran has created a brand that makes sense, values African know-how and contributes to the continent’s economic and social development. Panafrica is an invitation to consume differently, to choose responsible and committed fashion, and to believe in a more united future.