‘Tie-dye’ tops ready-to-wear fashion picks for season

Ready-to-wear tie-dye outfits were the most sought-after clothing during the Christmas season, surpassing popular Ankara and Kente fabrics. 

Across major markets and pop-up stalls in the city, vendors  The Mirror spoke to said that it was the choice.

They noted that sales were boosted by visitors from the diaspora and the Detty December vibe, with pretty good sales from both local buyers and visitors from abroad.

During The Mirror’s visit last Monday, a vendor, who gave her name as Ama, said that at the Centre for National Culture, popularly known as the Arts Centre near Osu, Accra, her stall recorded steady sales, especially for her two-piece tie-dye sets.

She noted that her customers were mainly those from outside the country.

“They usually say they want something local and handmade, so the tie-dye works for them,” she said. 

According to her, many diaspora shoppers bought more than one piece, with prices ranging from GH₵350 to GH₵1000, often choosing different colours and styles. Some also bought wrist beads and other stuff, probably to take back abroad for friends and family.

At a pop-up market on the Accra Mall stretch, however, the vendors noted that Ankara-print shirts, kaftans, and matching sets sold faster than tie-dye fabric, especially in the evenings when crowds increased. 

Traders at Makola Market in Accra also reported interest in tie-dye fabrics and ready-made outfits, with baggy trousers and shorts, as well as long strapless dresses, stealing the show.

When asked about customers’ willingness to buy, a vendor, Madam Emma Sosu, said, “They buy, but will always ask for a discount, so we also have to charge high to make our profit”.

Despite this, she said the festive sales were better than most months in the year and helped her clear stock.

When The Mirror asked why customers loved tie-dye fabric, a vendor, Mrs Agartha Asamoah, said she did not really know.

“They just like the tie and dye, maybe because of the different colours and patterns, but we don’t really ask them, we just sell,” she added.

A few vendors said they even received messages and orders weeks after the last festive season from diaspora customers who had returned abroad. 

Challenges

Discussing their challenges, some ready-to-wear vendors said that rising costs of buying tie-dye outfits made it harder to maintain profits.

“There are people in the main Makola Market who make the ready-to-wear outfits and we buy from them. Sometimes, it can be expensive, so when customers ask for discounts, it affects our profit,” Miss Ama said.

Others explained that unpredictable customer traffic, haggling and limited space at market stalls sometimes slowed sales.

Even with these challenges, most vendors described the season as good. They noted that the demand for tie-dye outfits reflected a growing appreciation for African fabrics, even in 2024.

For many, the festive period was not just about sales but also about visibility, cultural pride and new customers.

More support needed

The ready-to-wear vendors called for more government support, especially in the creative and textiles sector.

“We want training programmes or workshops on marketing, pricing, sales techniques and even how we can make our own tie-dye. This will help us stock more affordable ready-to-wear outfits and other African print fashion,” Miss Ama added. 

They noted that with better planning, more support for pop-up markets, and improved access to materials, future festive seasons could deliver even better results for tie-dye sellers and the wider local fashion industry.