PICS: Exclusive Look Inside SmockyWorld’s New Flagship Store As The Brand Continues To Dominate The Smock Market

by Nana Tamakloe
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Ghanaian fashion brand SmockyWorld just proved to the world, not all fashion businesses were desecrated by the coronavirus pandemic as they opened their new Flagship store in the capital of the northern region of Ghana, Tamale, right on top of UMB Bank. SmockyWorld is an outstanding fashion brand founded by multiple award-winning entrepreneurs Gertrude Kunde-Kwallinjam.

A Ghanaian smock is a term commonly used for a plaid shirt that is similar to the dashiki, worn by men in Ghana. However, the smock is also a term used for fabric made of hand-loomed strips popularly called Strip Cloths. They are made of a mixture of dyed and undyed cotton loom and are originally from the northern part of Ghana and other parts of West Africa.

This fabric is as the central definition of the SmockyWorld brand as it continues to create contemporary fashion with the said unique fabric coined by craftsmen from the North. Many brands have pushed the edge with the Smock fabric, although none of them have been able to carry the mantle as far as SmockyWorld.

According to Gertrude, the northern market is already choked with duplicates and imitations of their brand. Gertrude’s business aesthetics has however blessed her brand SmockyWorld with the ability to cross-city and national borders.

To Gertrude, the Smock is just an alternative to the Kente, or another fabric simply used for fashion “The Smock is not just an ordinary fabric, it’s authentic, durable and has existed for years reason it’s has a historic background to it.” She continues to explain why the fabric is prevalent in every SmockyWorld outfit “Each smock design tells a story about the north and the people. It’s woven by the villagers and so it’s a means to give back to society by patronizing them to enhance their livelihoods.”

Despite having a showroom already in Tamale, the organization felt it was time to open a new space in Tamale with an ultra-modern showroom in the center of town. The launch of their new shop was celebrated with close clients, staff and relatives. See the images below.

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