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Given that young entrepreneur, Amira Rasool writes for a living, it’s only natural that she has a certain knack for storytelling.

the folklore

Her latest venture, though, takes a different approach to the timeless art of spinning a yarn: Rasool just launched The Folklore.

The folklore is her new, carefully curated online store of apparel, shoes, jewelry, and more from 19 contemporary designers from Africa and the African diaspora, which launched over the weekend at New York Fashion Week with a pop-up store on the Lower East Side of Manhattan.

Each designer on the platform is profiled there by Rasool. “I really want to focus on telling these designers’ stories,” she said in the days leading up to the launch.

The New Jersey–born Rasool first came up with the idea two years ago when she moved to Cape Town, where she earned a master’s degree at the University of Cape Town in African studies (she now splits her time between Brooklyn and the lively port city).

the folklore

She’s always had an interest in history, which is central to what The Folklore is about, she says, but has long held internships and jobs in the fashion world—she worked in retail at Opening Ceremony when she was an undergrad and interned at V magazine, where she then served as fashion coordinator for a year.

Naturally, she began to research some of the continent’s burgeoning designers while she was living there.

Among the Nigeria brands that are stocking include brands like Orange Culture, Tokyo James and Andrea Iyamah to mention a few.

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