The genesis of a brand
Trained as an architect, Milki Aberra Degefa has always been guided by the principles of design and structure. It was with this vision that he co-founded Tibeb Leather Works in Addis Ababa. The brand name, “Tibebmeans “wisdom” or “artistic talent in Amharic, a philosophy reflected in every piece. Her ambition? To create high-quality leather products that celebrate the Ethiopian know-how while offering a modern, timeless style for a global audience.
A unique style, between tradition and minimalism
Tibeb Leather Works’ style is characterized by a perfect balance between traditional craftsmanship and contemporary contemporary minimalism. The brand uses only ethically-sourced leather, with clean lines and subtle details. Its collections are a veritable ode to Ethiopian culture, architecture and nature, making each creation unique, versatile and resolutely modern.
Development strategy and communication
To grow, the brand has chosen a strategic approach, focusing onwhite-label exportIn addition to its two boutiques in Addis Ababa and direct orders. This enables it to maintain impeccable quality and forge solid partnerships. In the future, Milki intends to strengthen its online presence via e-commerce and organize more pop-up events.
The brand’s communication relies mainly on social networks such as Instagram, Facebook and TikTok. The aim is to share the story behind each product, from the artisans who make them to the inspiration behind the collections, creating a personal connection with its community. Collaborations with local designers and stylists also help to broaden the audience and show how the brand’s pieces adapt to different lifestyles.
A strong presence at Who’s Next
Tibeb Leather Works at Who’s Next Who’s Next was a milestone for the brand. It was an ideal opportunity to present itself to an international audience, meet potential buyers and collaborators who appreciate craftsmanship, and open up new distribution opportunities. The experience also enabled Milki to observe how other brands are positioning themselves, and to identify areas for improvement for Tibeb.
The future of Tibeb Leather Works
Next steps for Tibeb Leather Works include the launch of a new collection that will continue to showcase Ethiopian craftsmanship with a modern twist. The development of e-commerce and the exploration of international collaborations are top priorities. The ultimate goal is to position Tibeb on the global fashion scene, as a brand recognized for its qualityits authenticity and innovation.
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