At Julius Holland, our desire was to create collections with a unique character, distinctive in their own right.
Some of our designs have a clear relation with the ‘classic’ designs for West-Africa, which history goes back to the end of the 1890’s when the export of this product to West-Africa .Quickly new patterns were introduced, adapted to African visual cultures. Many of these designs are still very popular today. Other designs have definitely a more contemporary look to suit especially the younger customers. The collection is sold via our own showroom in Helmond, Holland, via retailers in Europe, US and Africa. A recently well designed website, which contains all major brands from Europe makes the collection accessible for on-line orders word-wide. www.jansenholland.com
Although the brand Julius Holland, was initially introduced for the African market, it has also a great success in European countries and the U.S. African companies, producing wax, unfortunately struggle to export their products. For Julius Holland it is much easier to serve this market, also because over their excellent good quality/price ratio. This is also a reason why the brand is so popular with designers of ready-to-wear collections.
Some of the designers that use Julius textiles on a regular basis are:
- Stella Jean, an Italian Haitian in Rome based designer
- Lena Hoschek, an Austrian designer that uses a unique combination of retro style and ethno inspiration for her collection Mama Afrique
- Asiyami Gold creates a bold range, with styles blending from Nigeria to America
- Reuben Reuel for Demestiks New York meshing nontraditional shape with traditional West-African print
- Noh Nee ‘Dirdnl a l’africaine’, based in Munich, uses the Africa wax cloth for traditional German dirndl.
The success of Julius Holland illustrates the growing interest in African fashion. African fashion has been influencing fashion trends for generations. But the growing economy in this continent makes it a new market for consumers and business expansion, the number of African Fashion Weeks in Africa and around the world in New York, London, Barcelona, Los Angeles and Toronto illustrate the growing influence and significance of fashion and textiles in Africa. There has also been an increase in the number of international fashion collections created locally in Africa. And the wider fashion industry starts realizing the great potential of this vast continent. African fashion today is an expression of both past and present as it reflects and speaks of an African identity, based on their own heritage. Today many designers are inspired by this and express this in a fusion of traditional and modern elements, together with Julius Holland.