Our Story
After a trip to his home country of Ethiopia, Dagmawi Tegegne had an epiphany. The unique, high-quality fashion and leather goods crafted by local artists and designers were largely unnoticed outside of Ethiopia. He wanted to uplift Ethiopian artisans by sharing their inspired creations with the world. In 2023, he founded ADWA Fashion as a hub for clothing and leather products showcasing Ethiopian artisanal excellence. The name is a nod to the past and a bienvenue to the future. It is inspired by the pride, culture, and fashion that adorned the victory of Adwa in 1896, igniting black independence and fortitude across the globe.
Our Mission
We offer a collection of curated fashion with a contemporary Ethiopian touch. We are committed to working with designers and artists who create sustainably, employ ethically, and empower the vulnerable. We are a platform that catalyzes the growth of established Ethiopian brands while giving an opportunity to emerging artisans to display their authentic and inspired products to the world.
Our Inspiration: The Victory of Adwa
It was 1896 amidst the Scramble for Africa, when European colonialist powers were fighting to take over the African continent. At the Berlin Conference (1884-1885), these powers had already allocated Ethiopia to Italy, which had possessed part of Eritrea since 1882. Until now, no African nation had been able to check the increasing European domination of Africa.
Political unrest after the 1889 death of Emperor Yohannes IV destabilized Ethiopia, while disease and famine killed a third of the population during the Kifu Ken, or Evil Days (1888-1892). Taking advantage of Ethiopia’s weakened state, the Italians tricked the newly-crowned Emperor Menelik II into signing a treaty in 1889 that essentially declared an Italian protectorate over Ethiopia.
When he realized Italy’s treachery, Menelik rejected the treaty and began preparing for combat. He called all Ethiopians to defend their homeland, ordering every able-bodied person to fight; those incapable of fighting were to pray. Ethiopians from every tribe and ethnicity and culture responded to the call, creating an army of 100,000 people from every walk of life–from farmers and housewives, to traditional warriors and government officials. Ethiopia was attempting what no other African nation had been able to do: stop the infiltration of European colonialism.
By 1895, the Italians began attempting to dominate Ethiopia through military force. Menelik cleverly leaked false rumors about the strength and stability of his army, leading the Italians to fatally underestimate their Ethiopian adversary. After a series of battles, the diminished Ethiopian and Italian armies retreated. For two weeks, they remained in position, neither side willing to risk an attack.
Then on March 1, 1896, the day of Saint George, the Italian army made a surprise attack. Ethiopian men and women fought for the freedom of their nation, among them Empress Tayitu, a brilliant strategist and administrator who led 6,000 calvary to the war front and inspired the warriors with music and chants. Disorganized and unable to navigate the unfamiliar terrain, the Italian armies retreated. It was the “first crushing defeat of a European power by African forces during the colonial era.”
This victory profoundly shaped the future of Ethiopia. Ensured of her independence in the Addis Abeba Treaty, Ethiopia became the only African country that was never colonized and the only African country that checked the European colonization of the continent as a whole. Menelik II earned credibility with European powers, and Ethiopia proved her equal status with European nations. After Adwa, Ethiopia enjoyed a period of relative stability to grow and flourish.
Not only was the Adwa victory important for Ethiopia–it was and remains a shaping force for the African continent and for individuals of African-descent across the globe. Ethiopia became a symbol of the struggle for freedom against oppression–and ultimately of liberty and redemption. Several African countries adopted the green, yellow, and red colors of the Ethiopian flag. Even today, these colors display black pride and power. Adwa ignited the imaginations of artists and leaders like Marcus Garvey, W.E.B. Du Bois, Patrice Lumumba, Jomo Kenyatta, Haile Selassie, and Bob Marley, and continues to inspire lovers of dignified freedom around the world.
Our Hope
At ADWA Fashion, we hope this story inspires people from all backgrounds to honor the past while looking forward to the future. We invite you to join ADWA Fashion and weave your story.
