Afro Prints EtAl
Ensuring that every woman is not just noticed, but is remembered, is the tag line for the African inspired EtAl Clothing store. Located at Shop 6 on 9-11 Phoenix Avenue, Kingston 5, the afrocentric boutique is the brainchild of Nigerian-based, Jamaican and New York attorney, Deean Fontaine.
The inception of EtAl began with a passion for art and the quest for embodying African culture and beauty. Fontaine was inspired by the clothing, jewellery, and art that she encountered on her travels throughout Africa. "People are fascinated by African culture. I would handpick these items and take them back," said Fontaine.The store itself has evolved from a mobile jewellery business to a fully functioning store that was later housed in Ms Fontaine's home basement. As the interest in the concept progressed, Fontaine was inspired to expand her offerings to include clothing made from modern styles using African print, as well as African art.
EtAl's clothing line is inspired by a desire to provide women who have been overwhelmingly exposed to western culture with the opportunity to indulge in beautiful African fashion. The clothing line uses bold African fabrics to create styles and designs fit for the modern woman in any culture ranging from their 20s to 60s.
At EtAl, one can find bold and vibrant rompers, kaftans, shirt blouses, kimonos, jumpsuits, maxi and mini dresses, among others. A wide array of accessories is also available to complement every individual piece of clothing. "Women should feel uniquely beautiful in the pieces and should reflect their individuality," said Fontaine. She also mentioned that women can wear the EtAl line feeling confident in its and their uniqueness.
The line stands out as one of the few African-inspired offerings within the country. Each piece has a twist on traditional African wear which gives the best of African influences in modern styles.