Vivo: A modern twist on African Fashion comes to Atlanta

Vivo brought a touch of Kenyan elegance to Atlanta with the opening of a new store at Atlantic Station on May 22. Women of all demographics look forward to a unique, yet stylish selection of apparel, accessories, beauty products and home goods, all meticulously designed and crafted in Kenya. 

“It’s a modern take on contemporary African fashion. One of our selling points is to provide affordable and stylish options for ladies who want to look good without breaking their bank,” Vivo U.S. Business lead Michelle Gatonye said.

In 2011, Wandia Gichuru and Anne Marie Burugu founded Vivo in Nairobi with intentions of producing all items in Kenya in order to offer local African women quality clothes for affordable prices. A bulk of apparel stores in Kenya frequently import products internationally. Not only do these stores sell for high prices, but the clothes tend to not compliment African skin tones and body sizes. 

Gichuru practiced yoga and her children pursued ballet, but she faced difficulty in finding appropriate attire. This challenge sparked her business idea of selling dance attire at Vivo. However,  the fitness market was not big enough, inspiring her to incorporate everyday yet stretchy and vibrant clothing to the mix. Customers were happy with this young and modern look, so Gichuru decided to further expand. 

Fast forward 13 years, Vivo has 27 locations: 23 in Kenya, two in Rwanda, one in Uganda and one in Atlanta with about 450 employees total. Taking into consideration the climatic conditions, economic factors and the significant presence of the Black community, establishing a Vivo store in Atlanta proved to be the optimal move for the brand.

The store’s inclusivity not only appeals to the average woman, but it will also likely garner support from nearby HBCU students, including those from Spelman and Clark Atlanta University. 

Vivo constantly demonstrates their support for other Kenyan women-owned brands by retailing their products in the Atlanta store. Because expanding to another continent is an immense risk, Vivo has allowed lifestyle brands such as Soko, Angriu and Ythera to test the waters in the U.S. economy. These brands sell goods ranging from handcrafted jewelry to skincare products. 

With Kenya’s unemployment rate of 40%, Gichuru aims to create jobs for individuals. A handful of Kenya residents study fashion design, but are unable to secure jobs due to the high number of fashion brands importing their clothes. With clothing designs varying on the store location, Vivo has a high demand for fashion designers. 

“This has been so rewarding for me because we’ve been able to create jobs for so many people. A lot of people in Kenya study fashion design, but can’t apply their skills. The impact that we are making in the broader ecosystem has been the best part for me,” Gichuru said.  

While universities in Kenya often lack investment in new technology, Vivo distinguishes itself by doing so. This approach attracts numerous interns, aspiring fashion designers and future entrepreneurs to work for Vivo hoping to gain insight. 

“I’m a double major in fashion and finance at Virginia Tech, so I came here with hopes to grow my knowledge in the fashion world and learn about entrepreneurship. I’m interested in starting my own business, so I’ve been looking into the operations and behind the scenes of everything,” store associate Chris Magaro said. 

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