I. Our Design Process

At Jufuré, our process is simple: respect the past, design for the present, and build pieces that last into the future. Every decision — from the fabrics we choose to the final stitch — is intentional.

II. Start with the Story

We begin with culture, history, and lived experience. Our ideas come from West African and African traditions, Caribbean heritage, and the everyday style shaped by the diaspora in cities like Stockholm. These influences guide the themes of our collections, whether it’s unity, resilience, or heritage.

III. Translate It into Design

The story becomes a design. We work with silhouettes that are familiar and functional — oversized tees, structured hoodies, tailored coats — then layer in details that connect to our roots. This might be typography inspired by traditional scripts, a subtle motif from African textiles, or colours drawn from landscapes we know.

IV. Choose the Right Materials

Fabric matters. We select cottons, blends, and finishes that feel good, hold their shape, and last. Earth tones, deep indigos, and clean monochromes form our base palette, giving the designs both versatility and identity.

V. Build with Purpose

Every piece is cut, sewn, and finished with care. Our focus is on clean construction, strong seams, and shapes that move well. This is where contemporary tailoring meets heritage-inspired detail.

VI. Wear, Live, Repeat

We design clothing to be lived in — whether you’re in Banjul, Accra, Stockholm, New York, or Antigua. Each piece is made to fit different worlds without losing its identity. When you wear Jufuré, you’re carrying a story forward.

Our process is about more than making clothes. It’s about taking what’s meaningful from the past, shaping it for now, and ensuring it’s ready for whatever comes next.