Vlisco, the Netherlands based producer of wax prints popular across west Africa, last week released a new ad campaign. The campaign for its most recent collection of fabrics, “New Traditions”, featured a video which the company said was done to pay homage to the tradition of aso ebi.
Aso ebi is a yoruba word that when translated literally mean “family cloth.” It refers to the customary practice where members of a group connected in some way (family, coworkers, friends) wear the same fabric for an occasion. This is traditionally done for events such as weddings and funerals but can also be extended to other lower key celebrations such as birthdays.
Though using the same fabric, each individual is left to interpret the fabric to their own style. Thus each individual creates their own customized style.
Because of this, the aso ebi tradition is one area in which the practice of made to order or made to measure production is most prominent in African society. Items are made completely custom and usually with the input of the client.
Watch the video by Vlisco and let us know what you think.
Purpose Aso Ebi Serves
One purpose the aso ebi serves is that it allows those attending an event or celebration to show solidarity with the party celebrating or hosting the occasion. The psychology and imagery of being uniform in clothing shows a unified front. Furthermore, that you made the effort to acquire the fabric dedicated to the occasion and create a custom outfit for the occasion, demonstrates commitment to the individual and occasion.
Aso ebi also works to serve as an identifier. If you are wearing the designated aso ebi fabrics for an occasion, it shows, first, that you were indeed invited and should be at the event. For event crashers, the surest way to evade detection is to secure the aso ebi for the occasion. Once clad in the fabrics for the day, no one will question your affiliation with group gathered.
More than that, different groups within one occasion will usually wear different types of aso ebi. Thus, for example, at a wedding the immediate family of couple may be outfitted in one particular type of aso ebi fabric. Meanwhile those from the groom’s hometown will use a different aso ebi fabric and those representing the bride’s hometown or side of the family will wear another. Similarly, groups that know the celebrating couple from other aspects of their lives- work, school associations, religious affiliations- will also set a particular aso ebi fabric to use for the occasion.
In this way, the varying fabrics that these groups use will allow them to identify themselves and also be readily visible to others present at the event.
Lastly, aso ebi serves also serves as a form of fundraiser. Usually a markup is added to cost of fabrics. The size of the markup varies largely as there is no standard as to what it should be. However, funds gained from sales of aso ebi is typically then given fully or partially to the party hosting event as a gift and to help off set some costs of the event.
Looking to get some aso ebi items made, shop with IMO by putting in request for a custom style.
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