The agency, which presents itself as a youth culture expert that highlights and collaborates with cultural leaders across the world, sent Appiah, whose family is from Ghana, to the west African country. Once there, the photographer found that a lot of young people were moving away from traditional garments and slowly but surely towards more Western fashion.
When asked what streetwear means to Ghanaians, Appiah explained, “It means a lot, people take a lot of pride in how they look in Ghana.” The move towards a more Western style is the result of young people wanting to look unique, as that is getting harder and harder to do in traditional garb.
The attitude towards counterfeit goods is also very different in Ghana than in places like America: “They know that the stuff’s not real, but most don’t care. Not everyone can get their hand on products that are legit but they like to be seen in the stuff they know is cool anyway. It’s really ‘a fake it till you make it’ kind of situation.”
Because a lot of the brands and goods aren’t sold in Ghana, streetwear aficionados have to get creative.
Just like in the rest of the world, social media plays a big part in what’s hot and what’s not: “Social media is a big influence in Ghana, not only in the streetwear scene but just in general. A lot of people that I stopped to photograph were just out there posing around Kumasi or Accra mall ready to take their own photos to share with people.”
Flip through a selection of Appiah’s photos above and then head to Eleven Eleven Agency’s website for more information.
Next, check out ZARA’s surprisingly fire Balenciaga Speed Trainer knockoff here.