Founder and Creative Director of Zemenay
By Maria Angela Maina
ZEMENAY is Ethiopia’s first plus-size fashion brand founded by Betselot Zewge to inspire and change the status quo while embracing local culture.
In this interview with The Thinking Watermill Society, we delve deeper into Zemenay’s sustainability practices, gracing the pages of Vogue magazine and the challenges encountered on the path to greatness.
This is a great followup on Betselot’s journey since our last conversation 3 years ago during our first video interview.
1. What is one word that best describes your brand Zemenay and what it stands for?
Zemenay is a trailblazer.
We are not just making clothes — We are shaking things up in the industry by being the first to embrace size inclusivity in Ethiopia.
We are more than just a brand — We are storytellers using our platform to inspire and challenge the status quo.
And to top it all off, we are committed to sustainability, proving that innovation and responsibility
can go hand-in-hand.
2. How does Zemenay incorporate Ethiopian culture, traditions, and craftsmanship into its sustainable fashion designs, and how does this contribute to the brand’s identity?
Zemenay incorporates Ethiopian culture and traditions through storytelling, in addition to celebrating and supporting the wellknown hand-weaving artistry of Ethiopia.
Our fabrics are sourced in Ethiopia. We breathe new life into ancient Ethiopian textiles and techniques, transforming them into storytelling garments that celebrate Ethiopia’s rich heritage. We use handwoven textiles in order to support local artisans around us and support the local industry.
Our commitment to ethical sourcing and eco-friendly production reflects a deep respect for nature, aligning with both Ethiopian traditions and conscious
consumer values. This unique blend of cultural authenticity, social impact, and environmental responsibility shapes our brand identity and helps us grow
sustainably while empowering local artisans and preserving cherished traditions.
DOWNLOAD Interview with Betselot Zewge (Zemenay)