While streetwear’s momentum may be slowing in the West, Rwanda is experiencing an exciting surge. Last month, hundreds of young people from around the country flocked to the first edition of 6Fest, a celebration of music and fashion.
Fashion at such events can be a bit predictable, but the skateboarding brand Fragile, co-hosting the event, brought a refreshing twist to the scene.
“Creative storytelling is at the heart of Fra,” Chris Manzi, a co-founder, shared with SENS. “It helps us connect closely with our audience. Each collection tells a story that reflects our values and the messages we want to share. This approach guides our design and material choices, making sure our pieces are eye-catching and stay true to our focus on sustainability and innovation.”
For those curious about Fra’s eco-friendliness, Manzi explains, “Consider all the clothes you’ve purchased and how many you still have. The reality is that we discard a lot of clothing we no longer want, but to Fra, every piece of clothing is valuable.”
Known on the streets simply as Fra, the brand embraces the art of recycling, believing that any garment can be transformed into something deserving of a place in your wardrobe.
Building a Skateboarding Community Founded by Chris Manzi, Arsene Butare, and Davy Iyamuremye, skateboarding is at the heart of Fra, with many of their designs showcasing streetwear styles specifically crafted for skaters.
The founders saw a need for streetwear that captures the skateboarding lifestyle while also focusing on sustainability, which Manzi says is central to their production process.
“We use eco-friendly materials, minimize waste, and follow ethical production practices. Our main strategy is zero-waste design, where even fabric scraps are turned into new pieces,” he explained.
Even though skateboarding in Rwanda is still in its early stages, Fra is committed to nurturing its growth.
“Skateboarding culture fits well with the eco-friendly movement because it values creativity and breaking away from the norm,” Manzi said. “We want to inspire skaters by showing how their choices—whether it’s their gear or their fashion—can have an impact.”
As to the challenges they face, he noted that “finding reliable suppliers who share our commitment and balancing cost-efficiency with sustainable practices have been major hurdles.” But the brand stays dedicated to their eco-conscious goals and are always looking for ways to improve their processes.
More interestingly, Fra also aims to support the development of a professional skater who can represent Rwanda on the global stage, especially with skateboarding now included in the Olympics.
“We’re working with Green Hills Academy, the first high school to support our effort to promote skate – boarding culture in their community,” Manzi said.
The brand engages with potential customers through exhibitions, a WhatsApp store, and a walk-in store at Kigali Multimedia Hub. Their designs are also featured at various hip hop events, highlighting their growing influence in the fashion world.
Fra’s commitment to sustainability goes beyond upcycling. One of their standout items is a jacket with pockets on the back, available in denim, black, navy, or gray, and made from sustainable materials. Other popular pieces include graphic vintage tees and Fra insignia vests, all designed to be unisex.
Though still in its early stages, Fra is well-positioned to become a sought-after label as more young people look for unique and standout pieces.
