Grass-Fields blends modern style with traditional African prints to create ethical fashion. It empowers communities and aims to create one million jobs in Africa by 2050.
Grass-Fields is creating stylish, high-quality African print clothing for women, men, and children by blending traditional African textiles with modern designs. While ethically producing in Cameroon and the UK, the company empowers local communities, highlights African craftsmanship, and aims to employ 1 million Africans by 2050.
The backstory
In 2013, Cameroonian twin sisters Christelle and Michelle Nganhou launched Grass-Fields with just £50, a used mobile phone, and a strong desire to see African fashion represented globally. At the time, Christelle was living in the UK and was frustrated by the absence of modern, stylish, and wearable African-inspired clothing. She reached out to her sister Michelle, who was based in Cameroon, and together they created a brand that would introduce bold African prints to the international scene.
What began as a small operation swiftly developed into one of the most recognisable African fashion brands in the world. Within just a few years, Grass-Fields established a robust online presence, gathering over 900,000 followers on Instagram and nearly 300,000 email subscribers. They attracted customers across Europe, the US, and Africa, with their digital storefront becoming a sought-after destination for African-inspired maxi dresses, two-piece sets, wrap skirts, and statement tops — all crafted from rich Ankara wax prints and bold textiles sourced from countries such as Cameroon, Nigeria, and the Republic of Benin.
While Christelle oversaw digital marketing, finance, and creative campaigns, Michelle took charge of design, customer service, and operations. Their mother also played a vital role in fabric sourcing and managing their team in Cameroon. Together, they constructed a fully integrated system where fabrics were hand-selected locally and sewn into final pieces in Grass-Fields’ own factory in Douala.
Unlike many fast-fashion retailers, Grass-Fields ensured that their Cameroonian staff earned three times the average local wage and worked in fair conditions. They intentionally adopted a slow fashion model, releasing limited collections every four to six weeks while avoiding mass production.
Sailing above troubled waters
In 2022, Grass-Fields faced a difficult period. After accepting external investment, the sisters lost control of the company due to boardroom conflicts. This led to public backlash, including a viral #BoycottGrassFields hashtag, as customers criticised the apparent departure from the brand’s original values.
For a time, Christelle stepped away from the business, but in early 2024, she successfully regained full control. Since then, she has returned to lead the company with a clearer vision and a renewed focus on independence, transparency, and community-led growth.
Currently, Grass-Fields employs individuals in Cameroon and the UK and plans to substantially expand its workforce. All production is kept in-house to ensure that quality and ethical standards are upheld. Additionally, Christelle has publicly committed to a long-term objective of employing one million Africans by 2050. The brand continues to promote African culture, not only through fashion but also through economic empowerment.
