From Passion to Purpose: Why African Fashion Means So Much to Me
26th of February 2011
My connection to African fashion is deeply personal. As a white woman married to an African man, I was introduced to a world of rich colors, intricate patterns, and storytelling through fabric. I started wearing modern African clothing not just to celebrate my husband's culture but because I genuinely fell in love with the artistry and meaning behind it. Long before I ever imagined opening a shop, these styles became a natural part of who I am.
I know that, as someone who isn’t of African descent, my involvement in this space might raise questions. I want to be open about that because I believe respect and honesty are essential. My love for African fashion doesn’t come from a place of following trends—it’s about deep admiration for the creativity, craftsmanship, and heritage that these fabrics and designs represent.
African fashion tells a story. Every print, every stitch, every design has roots in history, culture, and identity. Wearing these pieces is a way to honor those stories, celebrate tradition while embracing modern interpretations, and share the beauty of African fashion with people who might not yet know its richness.
A Lifelong Passion for Fashion
Creativity has always been part of me. As a child, I loved sewing and designing, but my mother was overprotective and limited how much I could explore it. As an adult, I finally embraced my passion fully.
I spent years working in the bridal industry, where I experienced the magic of fashion as a form of self-expression. It was hard work but incredibly rewarding—being part of such meaningful moments in people’s lives was an honor. Along the way, I became a fashion consultant and took courses in business and sales, deepening my knowledge of the industry.
A Family Rooted in Culture and Friendship
My husband was born in Guinea-Bissau and grew up in Portugal, a country overflowing with art, architecture, craft, and cultural diversity. His background has shaped my appreciation for blending traditions in ways that feel both timeless and modern.
This love for cultural connection is also reflected in the people closest to me. One of my dearest friends is from Angola—she is deeply creative, wise, and passionate about vegan food and health. She recently became a mother, and like me, she has a culturally blended family. Our conversations about identity, traditions, and self-expression continue to inspire me.
Now, as a mother to a mixed-race son, this connection to heritage feels even more important. I want him to be proud of who he is, to celebrate both his African and Norwegian roots, and to see the beauty in diversity. It hasn’t always been easy, but I truly believe that blending cultures is something beautiful—it unites us while allowing us to honor what makes each of us unique.
The Meaning Behind Herculano
The name Herculano is deeply personal to me—it's our family surname, and it carries with it a sense of heritage and legacy that aligns perfectly with our brand’s mission.
The name itself evokes strength, resilience, and a rich cultural history, qualities that reflect the spirit of our brand. Just like the name, we want our clothing to empower those who wear it, connecting them to their roots while embracing modern style. Herculano represents a blend of tradition and progress, a theme we honor in every design.
A Commitment to Learning and Respect
As someone who deeply admires African fashion, I know my role is not just to share it but to continuously learn from those who have shaped it. African designers, artisans, and creatives inspire me, and through my work, I aim to amplify their artistry and collaborate with authenticity.
Listening to the voices of African customers, friends, and creatives is something I take seriously. I approach this space with humility and a willingness to evolve, ensuring my brand remains a space of respect, appreciation, and meaningful connection.
The Heart of My Brand: Herculano
This appreciation for culture, heritage, and sustainability led to the creation of Herculano. Our mission is to bridge tradition and modernity, offering sustainable African-inspired clothing that celebrates African culture while making it accessible to people of all backgrounds.
For those who have immigrated to Europe or other parts of the world, our clothing serves as a comforting reminder of home while blending seamlessly with modern styles. We understand that traditional attire can sometimes feel "too different" or out of place, and we want to change that by designing pieces that are effortlessly wearable while maintaining their cultural essence.
Beyond aesthetics, we want younger generations—whether African or from any other culture—to fall in love with the vibrancy of African design. Through our modern interpretations, we make it easy for everyone to embrace African-inspired fashion in a way that feels inclusive and exciting.
Sustainability is at the core of what we do. From ethically sourced materials to environmentally conscious production processes, we are committed to ensuring our brand not only celebrates culture but also protects the planet for future generations. We focus on limited-edition pieces, allowing customers to feel unique while also reducing waste—because we believe in slow fashion, not mass production.
At Herculano, fashion is more than just clothing—it’s a story, a connection, and a celebration of identity. As an African proverb says, "Clothing is not just what we wear; it is the story we tell about ourselves."
Join the Journey
Fashion has the power to bring people together. Whether you're drawn to African prints for their bold beauty, their connection to heritage, or simply their unique style, there is space for you in this journey.
I’d love to hear from you—what does fashion mean to you? Have you ever discovered a piece of clothing that connected you to your roots or made you feel empowered? Share your thoughts with me—let’s continue this conversation together.
Read more about our misson here
and about us, our brand here
Explore our collection today and join us in celebrating culture, creativity, and sustainable fashion. Use code HERITAGE10 for 10% off your next purchase—let’s start this journey together!