Bandama clothing, a brand made in Africa
In the vibrant landscape of Africa’s cultural and creative industries, certain brands stand out for their vision, authenticity and capacity for innovation. Bandama Clothing, founded by Samuel Sauthier and his associates, embodies this new dynamic, transforming wax into a universal and ethical language. This article explores Samuel’s daring journey from Switzerland to Abidjan, and the genesis of a brand that continues to redefine “Made in Africa” fashion, proving that deep commitment and a well-thought-out strategy are the keys to success on the continent and far beyond.
From Switzerland to Côte d’Ivoire
Samuel Sauthier’s path to African fashion is as unique as it is inspiring. Originally from Switzerland, Samuel first forged his expertise in international trade and even sports journalism. It was an unexpected opportunity in the cement industry that led him to Côte d’Ivoire, a country that would become his home for over eight years. This trip marked the beginning of a deep immersion in African culture.
Despite an initial role away from the creative world, Samuel’s ever-present attraction to fashion soon took shape. The idea for Bandama was born in 2018, from his desire to integrate wax, this emblematic fabric, into contemporary clothing cuts. This atypical career path underlines a strong conviction: passion and discovery can transform a career and lead to unexpected and deeply rooted projects.
Bandama, the birth of a unique brand
Bandama’s story is not one of instant success, but of methodical construction through experimentation and learning. Samuel describes two versions of the brand. The first, launched in 2018, was a test phase where production was outsourced, even using Chinese wax for the sake of “not reckless risk”. Despite rapid customer interest in their shirts and bombers, this approach limited creative freedom and quality control.
This prompted Samuel and his partners, his brother Jean (Marketing Director) and Fabien (Content Director), to make a bold decision: to set up their own sewing workshop in Abidjan. In February 2021, they took possession of the premises, hired their own seamstresses, and set up their operating procedures. On September 5, 2021, “version 2” of Bandama was officially launched, marking a crucial step towards total control of the value chain. This approach highlights an essential principle of entrepreneurship: the ability to iterate, to learn from one’s first experiences and to invest to consolidate a vision.
An authentic, innovative brand?
Bandama stands out for its strong identity, based on a combination of authenticity and innovation. The brand is committed to ethical and responsible production, offering limited collections (5 to 6 new pieces per collection) for women and men. Bandama’s iconic piece is undoubtedly the Bomber, entirely designed in wax, a creation constantly reworked to combine tradition and modernity.
The choice of wax is not insignificant: Bandama favors 100% cotton wax produced locally by Uniwax in Côte d’Ivoire, guaranteeing superior quality and deep local roots. The team injects a “good energy” into every creation and every shoot, with original music composed by Jean and Fabien, and an almost family-like relationship with their models, which is felt in the authenticity of the visuals.
Faced with the challenge of plagiarism, which is common in the industry, Bandama doesn’t just react, it innovates: “Plagiarism will always be there. The crux of the matter is how you’re going to stand out. You always have to be one step ahead,” says Samuel. That’s why the brand develops its own unique prints and fabrics, making their creations inimitably “Bandama”. The emphasis is on storytelling and building a loyal community, rather than simply selling.
What are the Bandama brand’s development strategies?
Bandama Clothing cultivates a unique approach to customer relations and distribution. While the website remains the main sales channel, fueled by an active presence on Instagram (over 32,000 followers), the true heart of the brand’s strategy lies in its sewing workshop in Abidjan. Here, Samuel favors “atelier visits” where customers can meet the team, watch demonstrations and even order bespoke pieces or prototypes. This immersion creates strong human bonds and offers a unique buying experience. “We create real relationships with customers, and that’s just exceptional,” confides Samuel.
The brand has a resolutely international vocation, having delivered to over 40 countries on every continent. Its key markets are in Abidjan (25-30% of sales), France (a third or more), Switzerland (thanks to its origins and strong community support), followed by Belgium and Canada. Bandama proves that a “Made in Africa” brand can conquer the world without abandoning its roots.
The impact of Galeries Lafayette’s Pop Up Africa Now
Bandama’s presence at the “Africa Now” pop-up at Galeries Lafayette Paris Haussmann is a major recognition and an unprecedented opportunity. “I didn’t dare imagine putting it on the Galeries Lafayette wishlist, but in real life, it’s absolutely phenomenal,” shares Samuel. This visibility was made possible thanks to solid contacts and relationships forged in Abidjan, notably via Thierry Bernat who connected them to Valérie Ka (Africa Fashion Up).
For Bandama, this event represents not only a significant sales opportunity, but also an invaluable lever for notoriety and networking. Being alongside 11 other African designers, each with their own identity (like Algueye or Collé Sow Ardo), reinforces the image of diversified, high-quality African fashion. It’s an opportunity to “deconstruct any clichés there may be about African fashion” and showcase the excellence of “Made in Africa” in a prestigious setting.
The experience is also rich in human encounters, with special customers and opportunities for future collaboration. It’s a “rendezvous with the future”, where the investment, though substantial, is a sure bet on medium- and long-term benefits.
What are Bandama’s ambitions for the future?
Bandama’s future looks promising and true to its values. The brand hopes to continue developing the market in Abidjan, where its innovative vision of wax intrigues and seduces. A mission dear to Samuel is to make wax known to as many people as possible, underlining the “absolutely crazy energies” that this fabric provides.
Developing the distribution network in France, Switzerland, Belgium and Canada is a priority. Top-secret” collaborations are already in the pipeline, as is a strengthened partnership with Uniwax. The ultimate dream? A Bandama boutique in Paris, establishing a strong physical presence in the world’s fashion capital.
Samuel Sauthier and Bandama Clothing embody the spirit of a new generation of African entrepreneurs: passionate, rigorous, ethical and resolutely international. Their story is a source of inspiration for all those who believe in the unlimited potential of the African continent.
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