Musa at Yaram Arts Festival 2025: Heritage, Community & a First Look

This August, Musa Njie, Founder & Creative Director of Jufuré, made his way to London for the Yaram Arts Festival—a two-day celebration of African culture, music, and creativity.

For Jufuré, it was more than a festival appearance. Musa connected with members of the Jufuré community living in the UK, supporters who’ve been with the brand from its first drops to the recent Membership Collection. In the middle of those conversations came a special moment: a first look at a new design currently in development. It was an early preview, but one that captured the energy of where Jufuré is heading next.

The Yaram Arts Festival, with its blend of tradition and modern expression, felt like the perfect backdrop. Just as Yaram brings together storytelling, live music, and craft, Jufuré brings heritage into dialogue with contemporary fashion. Both are rooted in preserving culture while creating space for new forms of expression

For Musa, being at Yaram was about more than showcasing design—it was about community. Seeing the brand reflected in London reminded us that Jufuré’s story doesn’t belong to one place. It moves with the people who wear it, wherever they are.

With the Membership Collection continuing to support community projects in The Gambia, and new pieces on the horizon, Jufuré remains committed to making fashion a meeting point for heritage and progress.

To read more and learn more about the Yaram Arts Festival, visit yaramarts.org.uk.