Mafi Mafi is among the six finalists of the 2021 Tommy Hilfiger Fashion Frontier Challenge – each finalist was carefully selected from over 430 applications received from start-ups and scaleups globally. Building on Tommy Hilfiger’s sustainability vision to Waste Nothing and Welcome All, the third edition of the program strives to continue amplifying and supporting black, indigenous and people of color (BIPOC) entrepreneurs who are working to advance their communities, while fostering a more inclusive future of fashion. With the need to drive impact in the industry more important than ever, the third year of the Tommy Hilfiger Fashion Frontier Challenge was done completely virtually to overcome the ongoing restrictions and challenges of the COVID-19 pandemic. Over a multi-step year-long process, applications were thoroughly reviewed by internal and external experts based on a dedicated set of criteria including potential social impact and market growth.
The six finalists will pitch their business ideas to a jury panel consisting of business and sustainability leaders at the virtual global Tommy Hilfiger Fashion Frontier Challenge final event on January 12-13, 2022. “The Tommy Hilfiger Fashion Frontier Challenge embodies our long-standing mission to harness the power of fashion to foster inclusivity, representation and change,” said Tommy Hilfiger. “Our industry will only move forward with new, fresh ideas that challenge how we think, build and create. As a brand, it’s vital we use our platform to give entrepreneurs like our finalists a voice and opportunity to create real and long-lasting impact.”
Mafi Mafi is a trailblazing sustainable fashion label with a design mission to merge the richness of ancient Ethiopian heritage with ready-to-wear apparel. They use hand-woven cloth made by local artisan weavers to craft versatile, wearable, and accessible luxury pieces. Established in 2011 in Addis Ababa, Mafi Mafi is also a social enterprise celebrated globally for empowering and upskilling young artisan weavers, designers, pattern makers, seamstresses, and factory workers with liveable wages, apprenticeships and personal development in a familial workshop setting. This premier Ethiopian brand, led by designer Mahlet Afework, has been a staple in the countries’ fashion industry. Her designs merge contemporary styles with traditional Ethiopian fabrics and techniques, all of which are created by a team of skilled female weavers who are bringing the knowledge of their ancestors into the modern fashion market.
With the support of Tommy Hilfiger and INSEAD (non profit business school) experts, the six finalists have developed and refined their business plans, which they will present at the final event. Arooj Aftab, content creator, illustrator, writer and founder of #DonewithDiversity, will host the final event where the jury will award €200,000 to be split between two chosen winners in order to support their ventures. The winners will also receive a year-long mentorship with both Tommy Hilfiger and INSEAD experts, as well as a place in the INSEAD Social Entrepreneurship Program (ISEP). An additional €15,000 will be awarded to the finalist who Tommy Hilfiger associates select as their ‘Audience Favorite’ vote.
Fashion Frontier Challenge
