But it took the 40-year-old three years to introduce Efro & Co, her funky, edgy and strongly rooted unisex label that launches online on October 22. Born in The Sudan, to Ethiopian parents and raised in the UAE, Efro & Co is as colourful as Yassin’s personality and world experience, yet bears a strong African identity. I then slowly wanted to implement some East African flavour to the concept, and finally, it all came together. I want Efro & Co to be an ethically creative lifestyle brand where it’s ontology is easily identified by many. It is not just a fashion brand, it is a celebration of life through art, clothing and style.

Source: Ethiopian News October 19, 2017 12:56 UTC