When one thinks of West African design, one can’t help but think of its rich textures, vibrate colours and flair that is unique to the region. From all of this GEOMETRIC was born. With a distinct signature of mixing modern and elegant designs with vibrate prints and textures, the brand has captured many fans from all across the world. The brand not only produces some of our favourite go-to wardrobe essentials, they also have sustainability ingrained in its production and message.
We had the pleasure of speaking to Geometric’s founder, Morgan Kret, to find out more about the brand’s mission, emphasis on sustainability and what lies ahead.
What inspired you to start your Brand?
Geometric was inspired by my childhood growing up with parents who are both artists and very much connected to rich cultural expression. I began sewing and creating designs with artisans when I first moved to Ghana as an educator and development worker in 2013. Five years later after taking a corporate position & returning to the US, I realized I couldn’t leave my passion behind. I wanted to continue to support the artisans and contribute to sustaining handcrafted, sustainable fashion. Geometric was launched in 2020 as a handcrafted accessory and apparel brand that bridges the gap between the customer and artisan. We exist to connect the functionality of design, bold West African prints, and the human story. Each collection is made in Ghana with the mission to empower choice and reconnection to the source of garments while creating shared success throughout the value chain; ethically and sustainably. Now, together with my team, I design and create Geometric products to produce fashion sustainably and to showcase the best of West African materials. I hope to inspire people to take up space through bold self-expression and use artisanal design to reflect a world where we are connected, and where we can align our style with our values. The woman or man wearing Geometric shows up wearing their statement to the world.
What inspires your designs?
Each piece is designed to be inclusive and support individuals to embrace their bodies and celebrate their unique characteristics. Our pieces are also durable and functional. We design pieces that can be worn in multiple ways; therefore reducing the need to buy more and waste.
With your brand’s emphasis on sustainable production, what does sustainability mean to you?
I believe in approaching sustainability holistically and to me that means ethics and sustainability go hand in hand. Our collections are made in small batches and we rely on the West African supply chain, manufacturing 100% of our products in Ghana. This not only decreases dependence on the Global North & Asia for material sourcing and manufacturing but also supports the handcrafted industry.
How have you incorporated sustainable practices into your production?
With fast fashion and excessive consumerism negatively affecting the environment, our goal is to support/create a more conscious consumer by closing the gap in understanding between production and consumer. We integrate our makers into our brand story – There is no final product without artisans and designers who bring their artistry, verve and essence to the process. We research and sample sustainable production methods and bring the customers along on the journey. For example, we’ve perfected our leather dyeing and processing practice that uses 100% natural & upcycled materials such as coconut water, limes, Sorghum leaves, and groundnut oil.
What are the sustainable goals of your Brand?
We aim to improve and increase our impact each year. Our goals for 2022 and beyond include environmental and social governance, Fairtrade certification, the use of biodegradable & reusable packaging by 2023, the incorporation of up-cycled leather & using 100% sustainable textiles by 2024
With everything you have accomplished in just 2 years, which is impressive, where do you see yourself in 5 years?
We aspire to be a global fashion brand that strengthens fashion sustainability through integral production while fostering a connection between the consumer and the origin of each garment. Curating multi-disciplinary creative events & pop-ups in key locations that incorporate more than just a shopping experience, but also curate sustainable lifestyle opportunities is also a path we are working towards.
With everything you have accomplished in just 2 years, which is impressive, where do you see yourself in 5 years?
We aspire to be a global fashion brand that strengthens fashion sustainability through integral production while fostering a connection between the consumer and the origin of each garment. We also plan to curate multi-disciplinary creative events & pop-ups in key locations that incorporate more than just shopping experiences, but also sustainable lifestyle opportunities that we are working towards.
What has been your most significant accomplishment to date?
We launched the first Geometric store and our second collection in April of this year, which we are so proud of. It was a huge accomplishment and success for us. We created a full range of apparel & accessories for men & women that transcend gender norms & capture the beauty of West African materials.
With GEOMETRIC aiming to be more than just another brand, we are starting to see the beginning of a platform for social and environmental change. With an emphasis on local production, use of recycled and upcycled materials as well as emphasizing education and promotion we can also see a massive future for the brand.
