About Us
Welcome to Etia Design
Created by Joyett & Federica
The name Etia is a fusion of our names, a playful mix of letters inspired by the childhood game we loved. Our brand blends African-inspired designs with modern urban cuts and shapes, creating unique, made-to-order pieces that break away from mass production.
Our journey began in a coffee shop, where we worked together for years, forging a strong connection that led to marriage—and eventually, to Etia Design.
Growing up in Bulawayo, my mother was a fashion designer and pattern maker, while my wife, born in Milan, studied fashion there. I pursued business and got better understanding of fashion design as this was always a passion I had, always with the dream of building something of my own. One afternoon, I asked her, "Should we start our own brand?"—and that moment set us on a new path, one that would allow us to create together, work for ourselves.
Etia Design is the perfect blend of our cultures—a fusion of African prints and textures with contemporary silhouettes. Our slogan, "Let Your Imagination Wander," invites you to break free from the norm, express yourself, and have fun with fashion.
Crafted with Love & Culture
- Limited Edition Pieces – Uniquely designed, ensuring exclusivity.
- Sourced in London – Premium, high-quality materials for lasting wear.
- Ethical Production – Partnering with factories that prioritize fair wages & sustainable practices.
- Slow Fashion – Thoughtfully designed to be timeless, versatile, and eco-conscious.
What started as a small collection of T-shirts has evolved into a full range, including activewear, bespoke pieces, ready-to-wear, and limited editions, all infused with culture and originality.
But this journey isn’t just about us—we hope to one day share our knowledge and skills with the community, inspiring the next generation of designers, creators, and dreamers to build something of their own.
Etia Design, Est. 2013.