I. Origin

Founded on July 26, 2021, by Musa Njie, a young Gambian creative based in Sweden, Jufuré was born out of a desire to bridge heritage and high design. The name is inspired by Jufureh, a historic village in The Gambia — the birthplace of Kunta Kinte, whose refusal to abandon his name and identity became a global symbol of resilience.

Jufuré carries that spirit forward — not to dwell in the past, but to honour it. The brand exists as a tribute to all who came before us — those whose names, stories, and style were never meant to be forgotten.

II. Philosophy

Jufuré is not just clothing. It is cultural memory in motion. A dialogue between ancestry and modernity. Each piece is crafted with intention — to embody royalty, pride, and freedom, not as decoration, but as inheritance.

We believe fashion is a language of identity. And at Jufuré, that identity is bold, unbending, and unmistakably African. This is clothing for those who carry their past into the present — with elegance, with ease, and with power.

III. Craftsmanship

Every silhouette begins with a story. Inspired by the rich symbolism of African textiles, our garments fuse structure and softness, tradition and innovation.

Each collection is designed to move seamlessly — between city and ceremony, continent and diaspora. Textures are tactile. Details are deliberate. We honour the everyday rituals of getting dressed by treating every garment as a vessel of meaning.

IV. The Diasporic Thread

Jufuré speaks to the in-between — to those who navigate many worlds but remain rooted in one. Whether in Banjul, Stockholm, or London, our community understands that identity is layered, multilingual, and evolving.

We design for the modern nomad — the ones who don’t need to explain where they’re from, because they wear it.

V. A Living Reminder

More than fashion, Jufuré is a reminder. A reminder of origin. A reminder of resistance. A reminder of the power in remembering.

In a world that often asks us to forget, Jufuré insists: Wear your story. Wear your pride. Wear your history.