“Be Yourself, Be Confident”: How Yasai Joof is Stitching a New Identity for Gambian Fashion

By Michaella Faith Wright

In the heart of The Gambia’s vibrant fashion scene stands Yasai Africa Designs, a brand that celebrates culture, creativity, and the empowerment of women. Founded by 30-year-old designer Yasai Joof, the label has become a symbol of originality and resilience in an industry once dominated by men.

Born out of passion and purpose, Yasai Africa Designs was created to fill a gap in the market for unique and imaginative costumes. “I started my journey as a designer in 2011 but took it professionally in 2018 and opened my own shop in 2019,” Joof recalled. Her brand specialises in contemporary wear that fuses traditional Gambian textiles with modern styles, catering to performing artists, dancers, and everyday fashion lovers.

Despite her success, Yasai acknowledges that the path has not been easy. “Every business has its challenges, especially for women entrepreneurs. Society often thinks women should stay at home while men work, but today, women are dominating the field,” she said. She added that lack of financial support, proper equipment, and professional training remain major hurdles for many local designers.

Her creative process is deeply personal and customer-centred. “When designing, I imagine where my customers will wear the outfit, the event, the location, even their body type. That’s where my creativity comes alive,” she explained.

Yasai believes that the Gambian fashion industry is evolving rapidly, with more people embracing design as a form of expression. “Half of The Gambia is now into fashion in different ways. What makes my brand unique is that we think outside the box and focus on creative outfits,” she said.

Her message to young women is simple yet powerful: “Be yourself, be confident, and believe in your potential. Sit down and ask yourself what you truly love. When you find it, work hard towards it. It’s all about believing in yourself.”

 By Michaella Faith Wright In the heart of The Gambia’s vibrant fashion scene stands Yasai Africa Designs, a brand that celebrates culture, creativity, and the empowerment of women. Founded by 30-year-old designer Yasai Joof, the label has become a symbol of originality and resilience in an industry once dominated by men. Born out of passion The Fatu Network