The Kind eth­i­cal la­bel

Milk Magazine (English) - - FOCUS - Text: Hélène La­halle – Pho­tos: Prisca Kwan­ing thekind­la­

De­signed in Hol­land and hand­crafted in Ghana, The Kind La­bel’s cribs and Moses bas­kets com­bine ethics and aes­thet­ics. The quality prod­ucts are de­signed with as much heart as con­vic­tion by Prisca Kwan­ing, a woman of Ghana­ian ori­gin who now lives in Am­s­ter­dam. Fo­cus on the essence of this brand that ad­vo­cates con­scious and con­sid­er­ate pro­duc­tion.

Back to her roots

The Kind La­bel was launched in 2015, the year Prisca be­came a mother for the first time. Rais­ing her daugh­ter made her more in­ter­ested and cu­ri­ous about Ghana­ian cul­ture than ever be­fore. She de­cided to go to Ghana, an ex­pe­ri­ence that proved de­ci­sive: “I wanted to not only re­con­nect with my roots but also cre­ate a busi­ness that in one way or an­other would al­low me to ‘give back’. While trav­el­ling through the coun­try, I dis­cov­ered that the best way to con­trib­ute was to col­lab­o­rate with al­ready ex­ist­ing but strug­gling small busi­ness and ar­ti­sanal man­u­fac­tur­ers, by pro­vid­ing new de­mands for their cul­tural crafts and so that’s what I ended up do­ing.”

Slow crafts­man­ship

When she re­turned to Ghana in 2015, a lot of the small-scale busi­nesses that she re­mem­bered had dis­ap­peared. Ev­ery year the ar­ti­sans saw less and less de­mand for their prod­ucts due to low yield and long pro­duc­tion times. “All over the world, machines and fac­tory labour are rapidly re­plac­ing tra­di­tional tech­niques. Pro­duc­tion for The Kind started in Ghana be­cause of my roots, but also be­cause the Ghana­ian in­dus­try is in need of new de­mands for hand­crafted prac­tices. This is why I try to work with dif­fer­ent lo­cal crafts and busi­nesses spread through­out Ghana. It does not make the process eas­ier, but it does en­able us to re­ally make a dif­fer­ence.”

Con­sid­er­ate and made to last

The line is eth­i­cally con­scious and kind be­cause Prisca be­lieves that is what all com­pa­nies and pro­duc­tion chains should strive for. “Now is the time to con­sume less and more thought­fully. At The Kind we ad­vo­cate con­scious and con­sid­er­ate pro­duc­tion. We work with small busi­nesses and in­de­pen­dent crafts­men and women and we re­spect the time it takes them to cre­ate each piece.” Her aim is to pro­duce time­less and unique prod­ucts that are made to last. Prod­ucts “from Ghana with love” that whisk you away to an­other con­ti­nent.

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