Not interested in trends, Ali rejects hyper-consumerism and lets his collections take shape respecting their own times. Mai-Gidah’s philosophy could embody what will presumably become the preferred production mechanism – or even the only feasible one. The Ghanaian designer fights the industry’s hectic pace through painstaking patterns, referred to as “the bones of garments,” on which he prints chapters from his life. Pleasant and tragic episodes in which the African continent leaves a strong mark. A territory with much to say in the industry, frequently silenced under the prevailing Westernized vision. A reality that, as Ali says, “we will overcome by re-educating ourselves.”