Skander Negasi, CEO of Trade and Fairs GmbH, introduces us to the developing fashion and textile hub in East Africa. With manufacturing costs increasing in Europe and Asia, buyers are looking for new destinations. Following the successful launch of the Origin Africa trade show in 2012 in Ethiopia alongside US Aid, since then many international trade fairs, events & conferences within different industries, including textile, apparel and fashion have been organised. He is responsible for the biggest exhibition of this nature in Africa, the Africa Sourcing and Fashion Week (ASFW) in Addis Ababa. The ASFW hosts over 4000 exhibitors and 6000 trade buyers. This includes H&M, Hugo Boss, Mango, Zara and more; and of course smaller local boutique designers and craftsmen are included, as well as huge industrial factory equipment. The main trends Skander highlights are the digitalisation of goods, sustainable production of fabric, and the practice of African Continental Free Trade (Africans doing business with Africans). For many African designers keen to expand their retail horizons, we encourage listening to Skander’s global insights from a business and trade perspective, “Without investment you don’t get anything…this is the homework for African designers… to promote their brand and work with shops… if they always depend on supporters, then it’s going to be very very tough.”