Prud is a fashion company linking upstream innovation in materials not yet broadly used in popular fashion with a contemporary clothing label for men and women.
We see big opportunity in market constraints. Accordingly, we're currently based in Accra, Ghana and source inputs from the West Africa region.
When most people think of African fashion they think of amazing prints. We love African prints but think there is a bigger story to tell with indigenous African materials, like cottons and leathers from landlocked countries without a large value-added export market.
We're building a truly global street-wise lifestyle brand between mid-market and luxury. Prud people are global-urban citizens and conscious consumers, who feel a bit trite in buying into "help a poor person with your purchase" mantras and would rather support real structural change.
Prud aims to revolutionize apparel value chains while building a brand that is the badass face of that effort.