Creative Hub: DANN

Danawit Alema's designs tell powerful stories of community and identity, transforming Ethiopian streetwear:  from the vibrant streets of Addis Ababa to the international fashion market. 

At just 26 years old, Danawit Alema is the visionary behind Dann, a revolutionary streetwear brand that blends storytelling, sustainability, and youth empowerment. Her journey is a testament to resilience, creativity, and the power of following one’s passion, no matter how challenging the path may be.

Danawit’s story begins in Addis Ababa, where she earned a Bachelor’s degree in Marketing Management from Addis Ababa University. Alongside her studies, she pursued fashion design at Wossi International Fashion College and Mary Help College, determined to combine business savvy with creative expression.

When she first expressed her desire to become a fashion designer, Danawit faced scepticism from her family and society. “Fashion design was not considered a real career for women in Ethiopia—tailoring, maybe, but not fashion,” she recalls. “I had to fight with my parents for a year to prove this was my passion.” The struggle was both external and internal as she sought to establish her identity as a designer. “Before the program, I didn’t know who I was creatively. It took courage and opportunity to find my voice.”

Danawit Alema’s breakthrough came in 2019 when she joined the African Mosaique Fashion Incubation Program. This one-year mentorship helped her discover her identity as a designer and learn how to build her brand. In 2020, she launched Dann, supported by mentorship programs that encouraged her to innovate and grow a unique Ethiopian streetwear brand.

Dann quickly distinguished itself as more than a clothing label. Each piece tells a story, celebrating individuality and encouraging wearers to express their authentic selves. The brand’s ethos embodies inclusivity, transcending age, size, and gender boundaries. 

“Dann is about stories—my story, my community’s stories, and the stories of those who wear our clothes,” Danawit explains.

A pivotal moment in Danawit’s journey was joining the Creative Hub—an innovative initiative implemented by the United Nations Industrial Development Organisation (UNIDO) and funded by the Italian Agency for Development Cooperation (AICS), in partnership with national and international private companies. The Creative Hub fosters innovation and entrepreneurship by providing training, networking, and workspace to Ethiopia’s creative talents.

For Danawit, the Creative Hub was a transformative experience. “Before joining, I struggled to find customers and lacked the space to experiment,” she says. “The Hub gave me a professional environment, access to business training, mentorship, and exposure to international markets. It connected me with other creatives and potential buyers, which was crucial for growing Dann.” The Hub also offers courses on business management, marketing, and export strategies, equipping designers like Danawit with the skills to scale their brands globally.

The Creative Hub’s support enabled Dann to participate in prestigious fashion events such as African Mosaique, Hub of Africa Fashion Week (three years running), and shows in Algeria, Cape Town, and Nairobi. These platforms expanded Dann’s reach and helped position Ethiopian streetwear on the international stage.

Sustainability and youth empowerment remain central to Dann’s mission. The brand practices zero-waste production and collaborates with local artists, fostering a creative ecosystem that nurtures young talent. “We want Ethiopian and African products to stand alongside Western brands in quality, uniqueness, and longevity,” Danawit says. “We’re changing the narrative, one collection at a time.”

One of Dann’s most powerful collections was inspired by Barage, a local shoe shiner that  Danawit met during university. “He had such a unique presence—he could have been a model,” she recalls. “His story and craft inspired me. We incorporated elements of his trade into our designs, telling his story through fashion.” This approach exemplifies Dann’s commitment to storytelling and community empowerment.

Despite her success, Danawit remains humble and focused. She runs Dann with a small but dedicated team, working closely with fabric sellers and artisans. “Building a brand from scratch isn’t easy,” she admits. “But seeing people connect with Dann makes it worthwhile.”

Her vision is now global. “Two years ago, I dreamed of Dann becoming an international brand. Now we’re featured in Vogue, and our pieces reach New York, Paris, London, Japan, Kenya, and beyond. But I want to build proper export channels to grow further.”

Danawit credits much of her progress to UNIDO and the Creative Hub. “Without UNIDO’s training and support, none of this would have happened so fast. The business skills, exposure, and network were crucial. I wouldn’t even have a brand if it weren’t for these opportunities.”

Her message to aspiring designers and young women is powerful and precise:

“Be your one driving force. Follow your dreams without letting anyone hold you back. It’s about doing what you love. If I had listened to others, I wouldn’t be here today” and continues “so, follow your dream, experiment fully, focuse 100% and be yourself – discover your unique identity and embrace it”

Through Dann, Danawit Alema is shaping the future of Ethiopian streetwear and inspiring a generation to dream boldly, create fearlessly, and wear their stories with pride.