In 2015, East African countries, announced their plan to phase out and eventually ban second-hand clothes, a bold move aimed at developing local and regional textile industries as well as promote the dignity of the East African citizens.
The Made-in-Rwanda initiative gained a new momentum, which saw the launch of Made-in-Rwanda policy in 2018.
Impano Sports Ltd, which makes Made-in-Rwanda sportswear, in 2016, joined the active lifestyle apparel industry in Rwanda.
However, the high cost of Made-in-Rwanda products was the biggest setback, raising dissonance between all involved parties.
Nevertheless, Impano Sports Ltd CEO, Allen Simms, underscored that instead of cheapening Made-in-Rwanda clothes, reasonable prices should rather be applied.
The former track and field athlete explained that Rwandans were used to buying cheap second-hand clothes, yet new original Made-in-Rwanda clothes cannot be devalued by selling them at such cheaper prices.
"It would be undervaluing Made-in-Rwanda clothes. They don’t have to be expensive, but Made-in-Rwanda shouldn’t be cheap either. Key players should set reasonable prices”, he said.
This statement is showcased on his products’ price tags. Walking around in Impano Sports store, the prices start from as low as 7000 Rwf ($7).
With these prices, the store hopes "to have something for everyone”, according to Simms.
The need for quality...
Notwithstanding the reasonable pricing, the 37-year-old added that the clothes ought to be of good quality as well.
On the other hand, the American entrepreneur remarked that there is still a challenge of rules on the quality of locally made clothing.
Models showcase Impano sportswear.
"People still think that second hand and western-made clothes are better than Made-in-Rwanda apparels”, Simms noted.
As a result, he reiterated, buyers spend more money which is "paramount in community building and confidence-boosting among the workers here in Rwanda.”
He also revealed that Impano sports ltd was founded to fight this kind of ideology.
Genesis of Impano Sports Ltd...
Impano Sports is a newcomer in the active lifestyle apparel industry in Rwanda and Africa as well. This African fabric and prints integrating brand came as a solution to limited access to quality sportswear which was noticed by Allen Simms and his colleagues when they traveled to Rwanda to identify and coach young talented athletes to elite level through Impano academy.
"While at a competition in the North, a lot of athletes and young girls were running in either heavy basketball jerseys or inappropriate running clothes, and from there we decided to start Impano Ltd, "to make some money to sustain Impano academy, as a portion of the income goes into the academy while also promoting Made-in-Rwanda too”, he said.
Having been a professional standout athlete, national champion in track and field, and currently a coach at Cornell university-based in USA, Simms wanted to share his knowledge mostly with less privileged African kids who can’t receive quality coaching in sports.
By browsing for a conducive country from which he could carry out his operations, Rwanda always came on top "and that’s how I came to start Impano academy in Rwanda” he narrated.
Impano Academy is a non- profit amateur sports organisation aiming to promote track and field by offering professional coaching to Rwandan children in underdeveloped communities.
Local fashion industry...
Talking about the fashion industry in Rwanda, Simms observed that "it’s small but efficient.”
The sportswear fashion designer commended the Rwandan government officials’ efforts to develop the fashion industry especially "President Paul Kagame who is spearheading the Made-in-Rwanda initiative”.
Making reference to President Kagame’s jacket at Kwita Izina 2019, he (Allen Simms) mentioned that it was a mind-blowing surprise to "see the President wearing an Impano jacket”.
Simms also applauded the work of other local designers such as Moshions, Haute Baso to name but a few, and feels they could look into tapping international markets as well.
"Their work is fantastic and I think they could really sell among the black community in the US. I would like to open a "Made-in-Rwanda fashion” store back in my home town, D.C Washington, and get all these local designers to bid in because there are over 40 million black Americans with money and will to support other black fashion designers”, he added.
Impano sports is working with local institutions such as Athletics federation, UTB volleyball team among others and they have also worked with RDB at Kwita Izina 2019 event.
According to the CEO, the brand is set to launch a new sport collection in six months.
Impano Sports provides African inspired quality sports apparel designed specifically for athletes, runners and the active lifestyle community.
editor@newtimesrwanda.com