{"id":29935,"date":"2018-12-06T14:25:13","date_gmt":"2018-12-06T14:25:13","guid":{"rendered":"https:\/\/www.retaildetail.be\/mode\/new-online-concept-store-african-designers\/"},"modified":"2018-12-06T14:25:13","modified_gmt":"2018-12-06T14:25:13","slug":"new-online-concept-store-african-designers","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/new-online-concept-store-african-designers\/","title":{"rendered":"Online conceptwinkel voor Afrikaanse designers gelanceerd"},"content":{"rendered":"<p>Een luxewebwinkel met kledij en schoenen (en later ook interieurobjecten en schoonheidsproducten) van uitsluitend Afrikaanse designers: dat is in een notendop het concept van <strong>The Folklore<\/strong>. Toch wil de webshop meer zijn dan een vitrine voor Afrikaanse mode.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Uitsluitend Afrikaanse ontwerpers<\/h2>\n<p>The Folklore is het geesteskind van de 23-jarige Afro-Amerikaanse onderneemster Amira Rasool. De freelance journaliste en styliste was zelf danig onder de indruk van de diversiteit van Afrikaans design. \u201c<a href=\"https:\/\/www.tijd.be\/sabato\/mode\/nieuwe-onlineconceptstore-biedt-coolste-van-afrikaanse-mode-aan\/10076454.html\" target=\"_blank\" rel=\"noopener\">Alle kleren die ik zag, vond ik geweldig<\/a>\u201d, zegt de oprichtster in De Tijd. \u201cHet grootste probleem voor de ontwerpers is het gebrek aan toegang tot retailers, materialen en financi\u00eble middelen om een eigen team uit te bouwen.\u201d<\/p>\n<p>\u00a0<\/p>\n<p>Met haar online conceptwinkel wil ze daar verandering in brengen: \u201cDe merken die ik selecteer, moeten passen binnen de esthetiek van The Folklore. Het moeten kleren zijn die je aandacht trekken en houden. Daarom moeten ze niet noodzakelijk schreeuwerig of avant-garde zijn.\u201d Zo is het ontbreken van de populaire &#8216;Dutch Wax&#8217;-prints een bewuste keuze: \u201cDie hebben al voldoende bekendheid en afzetmarkt. Ik wil de andere kant van Afrikaans design tonen.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>\u201cGeld moet rollen\u201d<\/h2>\n<p>Afgelopen september lanceerde Rasool haar webshop met een pop-upwinkel in New York. Met flink wat prijzen tussen 200 en 400 euro bevinden de meeste labels zich in het hogere middensegment. The Folklore richt zich dan ook tot een hip publiek dat mee wil zijn met de nieuwste modetrends en daar ook voor wil betalen.<\/p>\n<p>\u00a0<\/p>\n<p>Rasools webshop mag dan al \u201cThe Folklore\u201d heten, ze meent het wel ernstig. Haar businessmotto haalde ze volgens De Tijd bij de hiphopgroep Wu Tang Clan en hun song C.R.E.A.M., voluit Cash Rules Everything Around Me. \u201cIk hou van creatief zijn en mensen steunen, maar de allerhoogste waarde is geld. Ik wil dat de ontwerpers winst maken doordat hun kleding wereldwijd wordt verkocht via mijn website, en daardoor ook via andere kanalen en nieuwe retailers. Om mensen \u00e9cht te helpen moet er geld rollen.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Een luxewebwinkel met kledij en schoenen (en later ook interieurobjecten en schoonheidsproducten) van uitsluitend Afrikaanse designers: dat is in een notendop het concept van The Folklore. Toch wil de webshop meer zijn dan een vitrine voor Afrikaanse mode. \u00a0 Uitsluitend Afrikaanse ontwerpers The Folklore is het geesteskind van de 23-jarige Afro-Amerikaanse onderneemster Amira Rasool. De [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":29933,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-29935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Online conceptwinkel voor Afrikaanse designers gelanceerd - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Een luxewebwinkel met kledij en schoenen \u2013 later ook interieurobjecten en beautyproducten \u2013 van uitsluitend Afrikaanse designers: dat is The Folklore.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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