Bored of gender norms? Us too. For too long we’ve been told what to wear by the departments of men’s and women’s fashion. No more! TUG is switching things up, with luxury African clothing that puts YOU in the driver’s seat of your own fashion journey. Coming along for the ride?

It started in 2019 when Collins Karanja, an absolute legend with years of fashion knowhow, founded TUG. Now, with a tight team by his side, he’s on a mission: creating high-quality, gender-blending fashion that you’re sure to love.

Pictured: Rini Longline Indigo Shirt Dress – shop here

If you’re an eco-friendly person, you’re in the right place. TUG’s got you covered with locally sourced materials that come from Kenyan factory offcuts – it doesn’t get more waste-reducing than that! Kenya as a whole has big sustainable energy, so TUG is naturally at the forefront of this fashion movement.

Pictured: Saka Kimono with chest and hip pockets and belt tie closure – shop here

What’s more, TUG works with African designers & creatives, with a focus on those in disadvantaged areas (like Kibera in Nairobi). So, if you’re a conscious consumer, TUG simply needs to be on your radar; it’s a brand that cares about communities as well as the planet. Ideal, really!

Best of all, TUG’s clothing looks insane. There’s vibrant prints, earth tones and intricate textures that, we’re not ashamed to say, we’re obsessed with. It calls back to Kenya’s rich heritage of culture and arts. Fashion with a meaning; who’d have thought?

Pictured: Wari Japanese Inspired Patchwork Kimono – shop here

Whether you’re rocking something draped or into a sleeker, form-fitting number, TUG is all about confidence. Their range of clothing has something for everyone, so no excuses! When you wear one of their pieces, you’re in control. Own it, baby!

Pictured: Hava Black Single Strap Crossbody Bag – shop here

So, let’s recap. TUG’s in touch with their Kenyan roots, ensuring an authentic, eco-conscious garment. They’re a must-buy brand for anyone looking to get into androgynous fashion. Their clothing looks fire. What’s not to love?!

Whether you want to change out your whole wardrobe, test the waters with gender-neutral clothing, or you’re just on the hunt for that statement piece, TUG’s got something for you. You can shop the full eco-friendly range on ADJOAA here, and if you want more updates, be sure to follow TUG’s official Instagram.