‘Ethnic’ is a term that is bandied about all too frequently, with it often stitched to apparel only faintly resembling the true definition of the term. So isn’t it refreshing when a clothing brand – and a children’s brand no less – presents us with contemporary designs possessing clear ties to the traditional dress that ‘ethnic’ describes? Launching January 2015, Petit Tribe is a new online designer childrenswear label born from the creative collaboration of African entrepreneur Olatoun Jolaoso and British designer Joanne Jong.
For the nomad-in-training, Petit Tribe offers little explorers – both boys and girls aged up to 12 years old – vibrantly coloured pieces inspired by Jolaoso’s Nigerian roots. Jong’s modern design aesthetic honed from years with Giorgio Armani, Missoni and DAKS also incorporates Jolaoso’s: with textile patterns inspired by those worn by the Fulani tribe of northern Nigeria, which are central to the new collection. Together, their debut line comprises a full range of pieces essential for your little ones’ urban expeditions. What’s more is that 1% of all Petit Tribe sales will be donated to support school building projects and education programmes in Nigeria. Petit Tribe translates as ‘cultural awareness meets cuteness.’
Be sure to check Cornermag.com later this month, as we have an exclusive interview with Petit Tribe’s founders.