A self-confessed “little art nerd” Awurama created Threaded Tribes as a way to harness her creativity, channelling her unconventional mindset into the brand. The idea for it popped up for her when she first saw mud cloth. Mud cloth is a traditional Malian fabric that is dyed with fermented mud and plant dyes, it’s also found across various African countries.

London-based fashion psychologist, Shakalia Forbes-Bell, recognises the growing importance of her field as we experience this shift in consumer mindset. We spoke to Shakaila about the current state of the sustainable fashion space and the importance of inclusion.