Emerging Ethical Brands Born in Africa “andu amet” and “RICCI EVERYDAY” Coming to the Largest Fashion Exhibition in Europe, “Pure London”, to Tickle Playful Mind of Women in the European Market

TOKYO–(BUSINESS WIRE)–andu amet and RICCI EVERYDAY are jointly presenting their
works at Pure London, one of the largest premier fashion exhibitions in
Europe, for the first time to enter the European market. Pure London
attracts more than 700 brands with more than 20,000 visitors from all
over the world.

The stunning collection of bags of andu amet and RICCI EVERYDAY
are all handmade by local artisans at their own ateliers in Ethiopia and
Uganda respectively. Both brands embody unique combination of Japanese
traditional craftsmanship and African material and they have been sold
in the major department stores in Japan. andu amet has received
numbers of awards including “Young Women Innovator Award” at APEC Summit
in 2014. RICCI EVERYDAY, on the other hand, was established in as
recent as 2015, but it has already started penetrating Japanese fashion
market with their products.

Now it is high time for both brands to expand business to Europe by
offering its inspiring unique experiences of fusing Japanese and African
traditional cultures. Pure London will become their turning point for it.

Overview of Pure London
    Date   :     9:30-18:00, 24th – 26th July 2016
Venue : Olympia London, Hammersmith Road, Kensington, London, UK, W148UX
Stand No.



  • About andu amet

Light as a feather, smooth as silk… andu amet is a meeting point
of ethics and luxury, using Ethiopian sheepskin, the world’s best
leather. Every process from production to marketing is designed
ethically and andu amet is aiming to make the world better and happier.


RICCI EVERYDAY proposes a life style with African taste to
customers all over the world and supports better livelihoods of
single-mothers in Uganda through production of items made of colorful
and playful African fabric and unique material.


(Both brands stay in London until 30th July)
andu amet
Hiroko SAMEJIMA, +81-3-6459-2251
London Brand Page: http://www.purelondon.com/Exhibitor/andu-amet-Ltd
Chizu NAKAMOTO, +81-54-250-2350
London Brand Page: http://www.purelondon.com/Exhibitor/RICCI-EVERYDAY-Inc