August 26, 2011
Gold Coast Trading Co.
I’ve had my eye on this brand for quite some time now.
What initially drew me to Gold Coast Trading the first time I came across them was their beautifully simple and refreshingly clean aesthetic. It was one of those situations when I could’t pull my eyes away from what I was seeing because it was just so perfect. The clothing this company creates manages to capture the brilliance of both Africa's fashion and history in such a simple yet effective way. And as if having an aesthetic to die for and creating amazing clothing weren’t enough, Gold Coast Trading’s back-story gave me a million more reasons to love them. The vision behind this brand is nothing short of exceptional. I feel that it is the same vision that many Africans who find themselves living away from home have. Emeka Alams, the creator of Gold Coast Trading, takes us back to 1444 -the point in time when Africans were beginning to be taken from the Gold Coast and traded by Europeans. As the Gold Coast Trading website reads:
“This trade has changed our world and reshaped our thoughts. Living by European standards throughout the African Diaspora we have forgotten what makes our culture powerful, rich and unique. Here we strive for riches and neglect our families, we smile upon others while wishing for their demise, all things associated with the mind frame of those who began this trade.”
Although the people of Africa have been displaced and dejected, Africa itself is still a land overflowing with love and hope. It is this brand’s aim to take us back to those days before 1444 when we weren’t so concerned with living by “European standards”. Emeka’s devotion to Africa is commendable; I admire how deeply invested he is in the continent’s past and how he is able to draw inspiration from moments in history such as the Soweto uprising. Although he is no longer living in Africa, it is quite easy to see how much he still cares. No matter how far you travel from home, it should always have a place in your heart. Gold Coast Trading is a testament to that.