MxDonna is a Nigerian fashion brand that is passionate about sustainability. They upcycle material to reduce the amount sent to landfill. They empower and employ women and pay them appropriate wages. MxDonna launched a campaign on slow fashion. The campaign is named "slow fashion geng", according to them, it is a sustainability in fashion movement. The aim is to create awareness of sustainable fashion and ways of reducing the major negative impacts of fast fashion mostly in African countries. The campaign is running on social media.

This case study has been created as part of Footprints Africa's work to build a comprehensive open-source database of circular economy initiatives in Africa. We are doing this in collaboration with the African Circular Economy Network (ACEN), as part of our programme to support the circular economy transition in Africa.

Image retrieved from https://www.instagram.com/mxdnofficial/