Every Thread Tells a Story
AFRIKA JOE isn’t just than a clothing brand. It’s a tribute to Africa’s energy, creativity and spirit. Known for its distinctive t-shirts, the brand turns everyday wear into bold statements of culture and care. Each item carries a story, an intention and a message of pride.
Based in Cape Town’s East City, AFRIKA JOE designs and distributes original, high-quality garments with purpose. They work closely with small local businesses to cut, sew and print each piece, supporting a network of artisans and entrepreneurs across South Africa. They sell these from the heart of the V&A neighbourhood, in the centre of the Victoria Wharf Shopping Centre.
Their commitment to quality runs deep. All cottons are grown and knitted in Africa, and the production process is driven by long-lasting design and ethical practices. For AFRIKA JOE, fashion is not disposable. It’s enduring.
Rooted in African culture and built on principles of upliftment, AFRIKA JOE stands as a proud example of how small-scale, values-driven businesses can make a global impact.
Wearing Art, Made with Purpose
For AFRIKA JOE, the t-shirt is a blank canvas for art that reflects Africa’s uniqueness and diversity. Every design is inspired by the continent's landscapes, cultures and people, and carefully crafted to stand the test of time.
The brand’s dedication to sustainability can be seen in every step, from their use of eco-certified, formaldehyde-free inks to their durable cotton fabrics. They believe better garments lead to a lighter footprint and greater meaning for the wearer.
T-shirts are the canvas for our original art, inspired by our love of Africa, her diversity, and her uniqueness.
The AFRIKA JOE Team
5 Ways AFRIKA JOE Creates Impact
- Local Sourcing – Cotton and fabrics are sourced from Africa
- Job Creation – Production supports small businesses in low-income communities
- Eco-Friendly Inks – Formaldehyde-free and globally certified
- Timeless Design – Long-lasting styles that avoid fast fashion waste
- Family-Led Growth – A small, values-driven business with international reach
Woven with Intention
AFRIKA JOE represents a movement towards mindful making. With African roots and a global footprint, the brand uses fashion as a medium for storytelling, empowerment and sustainable progress. Every item is made with care, designed to last, and worn with pride.
