Ugandan t-shirt brand devoted to ‘100% African-made’

Monique Todd and Sandra Muhwezi for CNN
Updated 11:50 AM EDT, Wed September 3, 2014
<a href="http://www.definitionafrica.com/" target="_blank" target="_blank">Definition Africa</a> is a t-shirt business based in Kampala, Uganda. The energy and vitality of Ugandan life is translated into clothing, incorporating local designs and everyday expressions. "Banange" is a saying used in Luganda and loosely means "oh my gosh."
Ugandan Style —
Definition Africa is a t-shirt business based in Kampala, Uganda. The energy and vitality of Ugandan life is translated into clothing, incorporating local designs and everyday expressions. "Banange" is a saying used in Luganda and loosely means "oh my gosh."
Courtesy of Will Boase and Definition Africa
A picture of a matooke, a staple food in central and south western Uganda is featured on this t-shirt as part of the company's <em>In Your Face</em> series.
Unique lifestyle —
A picture of a matooke, a staple food in central and south western Uganda is featured on this t-shirt as part of the company's In Your Face series.
Courtesy of Will Boase and Definition Africa
Founders Olga Mugyenyi and Nahida Beghani came up with their business idea in 2009. "We felt like there weren't really any products or apparel in the market that really celebrated the local experience," says Mugyenyi.
Ugandan Style —
Founders Olga Mugyenyi and Nahida Beghani came up with their business idea in 2009. "We felt like there weren't really any products or apparel in the market that really celebrated the local experience," says Mugyenyi.
Unable to secure a bank loan for their business idea, both Mugyenyi and Beghani had to borrow money from their parents in order to fund their venture.
Money troubles —
Unable to secure a bank loan for their business idea, both Mugyenyi and Beghani had to borrow money from their parents in order to fund their venture.
Collaboration is at the center of the business and partnerships with local artists are already in the pipeline.
Local collaboration —
Collaboration is at the center of the business and partnerships with local artists are already in the pipeline.
This t-shirt was designed by one of the interns, Malcolm Bigyemano. Subsequently, he gets a portion of the revenue from each sale.
Fair pay —
This t-shirt was designed by one of the interns, Malcolm Bigyemano. Subsequently, he gets a portion of the revenue from each sale.
Courtesy of Will Boase and Definition Africa
'We've built our business based on the ethos of our brand which is that all of our products are locally made, or African made I should say," mentions Beghani.
Brand DNA —
'We've built our business based on the ethos of our brand which is that all of our products are locally made, or African made I should say," mentions Beghani.
Since starting the business five years ago, the brand has evolved from a Facebook page to a bricks and mortar retailer -- opening their first store in January 2014.
Steady evolution —
Since starting the business five years ago, the brand has evolved from a Facebook page to a bricks and mortar retailer -- opening their first store in January 2014.
Manufacturing clothing in China or Dubai would prove easier for business, however Definition is committed to 100% African-made garments.
100% African —
Manufacturing clothing in China or Dubai would prove easier for business, however Definition is committed to 100% African-made garments.
Right now, Mugyenyi and Beghani are working to get their e-commerce site up and running. They hope to make their clothing available internationally in the near future.
Future ambitions —
Right now, Mugyenyi and Beghani are working to get their e-commerce site up and running. They hope to make their clothing available internationally in the near future.
Making a statement through clothes

Every week, African Start-Up follows entrepreneurs in various countries across the continent to see how they are working to make their business dreams become reality.

Story highlights

Definition Africa is a booming t-shirt retailer based in Kampala, Uganda

Ugandan life is key inspiration for the brand's bright and stylish designs

All products are manufactured locally, with the aim of supporting local and regional makers

CNN  — 

You’d be hard-pressed to find someone who doesn’t own a t-shirt; in fact, the ubiquitous garment is a mainstay in most wardrobes.

Nevertheless, Olga Mugyenyi and Nahida Beghani have injected new life into the plain white “tee” with