Mafi Mafi

What Mafi Mafi does

Mafi Mafi is a private, founder-owned sustainable fashion label established in 2011 in Addis Ababa, Ethiopia by designer Mahlet Afework. The company produces apparel and accessories from hand-woven textiles, blending traditional Ethiopian weaving techniques with modern ready-to-wear design. Core production is conducted in-house at a workshop co-located with the Addis Ababa flagship showroom, where 55-64 artisans (90% women) work as designers, weavers, seamstresses, pattern makers, quality assurance auditors, and packagers. The technology stack is artisanal: traditional hand-looms, natural chemical-free dyes, hydropower-powered operations, and a zero-waste production process with a dedicated upcycling team for unused textiles.

The company's product portfolio is narrow and curated, consisting of four core offerings: the Netela Dress ($140), The Dinsho Shirt Jacket ($250), The Tibeb Scarf ($150), and The Etege Scarf ($60). Mafi Mafi operates on an annual collection cycle, releasing one ready-to-wear collection per year with limited availability pieces. Distribution is direct-to-consumer via two channels: the Addis Ababa showroom and an owned e-commerce storefront (mafimafiet.com) that ships most products within North America and select items worldwide. A North America sales and press office in New York supports US order fulfillment and media relations.

The business model is social-enterprise DTC fashion retail with unit-based pricing between $60 and $250. There are no disclosed funding rounds, institutional investors, or wholesale accounts; the company remains entirely founder-controlled. Marketing relies on earned media (Vogue Italia, Forbes Africa, Bon Appetit, TEDx Geneva Women, GTBank Fashion Weekend), email newsletter signup, and organic social storytelling around artisan heritage and sustainability. Customer segments are conscious fashion consumers, socially conscious shoppers, and heritage fashion enthusiasts seeking ethically produced, culturally rooted apparel.

Name

Mafi Mafi

Legal name

Mafi Mafi

Website

https://mafimafiet.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Mafi Mafi is a private Ethiopian sustainable fashion label founded in 2011 by Mahlet Afework, producing hand-woven apparel and accessories via DTC channels (Addis Ababa showroom and e-commerce) for conscious consumers seeking ethically made, heritage-inspired ready-to-wear.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (3152), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Dresses, Skirts & Tailored Apparel Cut & Sew (Suits/Formalwear) (IMAOAEAF)

akta.pro secondary industries

Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD), Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)

Keywords

• Handwoven apparel
• Sustainable fashion
• Artisan textiles
• Ethiopian clothing
• Ready-to-wear fashion

Headquarters

HQ city

Addis Ababa

HQ country

Ethiopia

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct fashion retail sales: Mafi Mafi sells hand-woven clothing pieces directly to consumers through their flagship showroom in Addis Ababa and their e-commerce platform. Products include dresses, shirt jackets, and scarves priced between $60-$250.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Mafi Mafi designs and produces hand-woven clothing and accessories (dresses, shirt jackets, scarves) using traditional Ethiopian loom techniques and natural dyes, then sells them direct-to-consumer through a flagship showroom in Addis Ababa and the mafimafiet.com e-commerce site. Production is carried out in-house at a zero-waste, hydropower-powered workshop by a predominantly women artisan workforce, with a limited-edition annual ready-to-wear collection priced between $60 and $250.

Product overview

MAFI MAFI is a sustainable fashion label producing one annual ready-to-wear collection. The product portfolio consists of four core offerings: the Netela Dress (a hand-loomed casual tunic/dress, $140), The Dinsho Shirt Jacket (a unisex cotton waffle hand-weave jacket inspired by traditional Ethiopian Gabi garments, $250), The Tibeb Scarf (a mid-weight unisex hand-loomed scarf honoring Afar tribe attire, $150), and The Etege Scarf (a lightweight hand-loomed scarf inspired by the traditional Netela, $60). All products are crafted in-house in Addis Ababa, Ethiopia, using hand-woven cloth made by local artisan weavers, and sold through the company's flagship showroom and online store for North America.

Differentiator

Problem solved

Functional benefit

Products and services

• Netela Dress A hand-loomed 100% cotton casual tunic/dress inspired by the traditional Ethiopian Netela, featuring a bateau neckline, tufted skirt hem, relaxed fit, semi-sheer striped design with silver details and a matching belt. Priced at $140.00 with limited availability and worldwide shipping in 5-10 business days.
• The Dinsho Shirt Jacket A unisex modern Ethiopian interpretation of the shirt jacket rooted in the function of traditional Gabi garments worn by northern shepherds, constructed from soft cotton waffle hand weave with contrast patch pockets, contrast band collar and cuffs, and front/back button closures. Available in Small, Medium, and Large sizes and multiple color options (Black & White, Blue & White). Priced at $250.00, ships in 3-5 business days.
• The Tibeb Scarf A mid-weight unisex hand-loomed scarf paying homage to the traditional attire of the Afar tribe of Northern Ethiopia, with hand-twisted fringe hem and approximate dimensions of 200 x 60 cm. Available in multiple patterns (Diamond, Coffee Bean) and colors (White, Sapphire, Olive, Gold, Emerald, Crimson). Priced at $150.00, ships in 3-5 business days.
• The Etege Scarf A lightweight hand-loomed scarf inspired by the traditional Netela of Northern Ethiopia, made of 70% cotton and 30% rayon with a raw fringe hem and approximate dimensions of 200 x 70 cm. Available in White with Blue, Red, or Green stripes. Priced at $60.00, available online in North America only, ships in 3-5 business days.

Quantifiable outcome

• 64 young workers employed with 90% being women, receiving market-value livable wages
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• GTBank (Guaranty Trust Bank)minorGTM or Marketing PartnerFeatured at GTBank Fashion Weekend, an annual fashion event showcasing African designers. Mafi Mafi presented their Spring/Summer 2020 collection at this prestigious African fashion event.
• Vogue ItaliacoreGTM or Marketing PartnerVogue Italia featured Mafi Mafi during their coverage of GTBank Fashion Weekend, providing significant international visibility for the Ethiopian sustainable fashion label.
• TEDx Geneva WomenminorGTM or Marketing PartnerFeatured on the TEDx Geneva Women platform, sharing the brand story and founder Mahlet Afework's journey as an Ethiopian designer and entrepreneur.
• Forbes AfricacoreGTM or Marketing PartnerForbes Africa featured founder Mahlet Afework in their Woman section, highlighting her story as a singer-survivor who built a successful sustainable fashion enterprise.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Hanifa: Anifa Mvuemba-founded contemporary women's fashion label offering ready-to-wear pieces; overlaps with Mafi Mafi's DTC dress/apparel category and culturally-rooted designer positioning, though produced via more conventional manufacturing.
• Maiyet: Luxury fashion label working with artisan partners in developing countries (originally including Ethiopia). Comparable to Mafi Mafi in artisan-sourcing heritage model and ethically-positioned apparel/accessories assortment.

Broad incumbents

• Eileen Fisher: Established sustainable women's apparel brand with circular-economy initiatives (Renew, take-back programs). Comparable to Mafi Mafi in sustainability positioning and women-focused apparel, though at vastly larger scale and broader assortment.
• Edun: Ali Hewson's African-sourcing sustainable fashion brand (LVMH-backed) operates at greater scale and broader assortment, but shares Mafi Mafi's positioning around ethical African production and DTC plus select wholesale distribution.
• Stella McCartney: Global luxury brand built around sustainability and traceability in fashion. Comparable to Mafi Mafi's environmental and ethical production narrative, but operating at a luxury-tier price point and global wholesale scale.

Regional players

• MaXhosa Africa: Laduma Ngxokolo's South African knitwear and apparel brand rooted in Xhosa beadwork traditions. Comparable to Mafi Mafi in fusing African heritage with contemporary fashion and in producing limited-edition capsule collections.

Direct peers

• Studio One Eighty Nine: Founded by Abrima Erwiah and Rosario Dawson, this artisan-produced African fashion label shares Mafi Mafi's social-enterprise positioning, focus on traditional hand-craft techniques, and DTC model with a sustainability and women-empowerment story.
• Brother Vellies: Aurora James's sustainable luxury accessories and apparel brand emphasizing African artisan craftsmanship. Comparable to Mafi Mafi in heritage-driven design, sustainability credentials, and DTC e-commerce model serving conscious North American consumers.
• Lemlem: Founded by Liya Kebede, Lemlem produces hand-woven apparel and accessories in Ethiopia using traditional techniques and is one of Mafi Mafi's closest comparables in mission (African heritage artisan production), geography (Ethiopian weaving), and distribution (DTC + North America wholesale).
• Bantu Wear: A direct-to-consumer African-heritage fashion brand producing contemporary clothing inspired by traditional African textiles. Comparable to Mafi Mafi in target consumer (cultural-heritage enthusiasts), DTC model, and apparel category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MafiMafi_et
• Facebookfacebook.com/mafimafiet
• LinkedInlinkedin.com/company/mafi-mafi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mafi Mafi