“People have value for foreign things. It is strange that Uganda exports cotton which comes back with a label and we think it is higher value yet it is made from our cotton. We are trying to emphasise and change people’s perception on how to value Uganda in a cool trendy witty way that engages people. It doesn’t have to be made in America, it has to be relevant to Africa.”
- Olga Mugyenyi is co-founder of Definition Africa, a three women-led Ugandan startup, creating T-shirts that are anything but the the plain white "tee". Bright hand-screen prints, sharp slogans and youthful energy characterize Definition's alternative approach to fashion, where everyday Ugandan life inspires each new design. Their aim is to have products that are 100% african made, that redefine the market place, and importantly redefine the perception of 'African'. Following its successful launch on Facebook, Definition Africa launched a retail store in Kampala growing a loyal customer base since opening in January 2014.