African Swimwear: Ohana Family Wear, Culture, Confidence, Innovation

Neema Kinoti is the founder of Ohana Family Wear, a Kenyan swimwear line that creates modern designs using Afro-inspired fabrics, colors, and prints.

Founded in 2017 while she was a student at the United States International University-Africa, Ohana Family Wear aims to provide accessible and culturally resonant swimwear that empowers Africans to confidently engage with aquatic environments.

Kinoti spoke with the Khusoko team about her brand’s mission to promote inclusivity and challenge the perception that swimming is not an essential skill for Africans.

Ohana Family Wear represents through our range of beachwear designed to celebrate our African culture, different body shapes and sizes.

Ohana Swimwear designs, produces, and sells inclusive swimwear inspired by African cultures. We differentiate ourselves by incorporating contemporary fabrics, colors, and prints into modern designs that reflect current international trends. Each piece is crafted to be both aesthetically appealing and culturally significant.

What inspired you to create a swimwear brand that champions African swimming?

The prevalent misconception that “Africans don’t swim” is a serious issue. Recent World Health Organization data highlights the disproportionately high rates of drowning deaths in Africa.

We believe that access to appropriate swimwear is a crucial step in promoting swimming as an essential life skill. Ohana Swimwear is committed to providing swimwear that fosters confidence and encourages participation in aquatic activities.

What are some of the biggest challenges you have faced?

Securing adequate funding for business expansion has been our primary challenge.

Do you plan to expand your product line beyond swimwear?

Yes, we intend to introduce complementary products in the future.

How would you describe the current state of the African fashion industry, especially with the increasing presence of global brands?

The African fashion industry is currently defined by a strong emphasis on cultural heritage. As Africa’s consumer market grows, global brands are drawn to its vibrant economies.

How can African brands effectively compete with global brands?

African brands must focus on long-term development, building credible and reputable brands that can withstand the test of time.

How have consumer preferences and interactions with fashion brands evolved?

Consumer preferences are rapidly changing, driven by current trends. Customers are increasingly interested in the brand’s story, product information, value, and longevity.

• What are the key challenges for fashion players in improving sustainability?

  Access to funding and resources, particularly in Africa, remains a significant challenge.

  What advice would you give to young women interested in entering this industry?

  You will never know what you can achieve unless you try.