Joanna Maiden is a passionate advocate for social justice and sustainable fashion. From a young age, Joanna was deeply aware of the inequalities that permeate society and felt a strong sense of responsibility to leverage her privilege for positive change. Her fascination with fashion—encompassing its intricate supply chains, innovative designs, and artisanal craftsmanship—sparked a journey that intertwined her interests in development economics and textiles. By the age of 16, Joanna began to explore the potential of fashion as a catalyst for positive impact.
After gaining valuable experience in the industry in London, she took a bold step in 2009 by moving to Kenya (Africa) with the ambition of establishing a clothing factory rooted in ethical practices. This vision ultimately blossomed into SOKO Kenya, a thriving enterprise comprising 150 dedicated team members, alongside a charity that provides a sewing training school and addresses period poverty. Joanna’s commitment to fostering sustainable livelihoods and empowering communities continues to drive her work today.
Hello Joanna! What is your vision of ethical and sustainable fashion?
My vision for ethical and sustainable fashion is one where we are always striving to do better. It’s about creating clothing that values people, the environment, and the craftsmanship behind each piece. At SOKO Kenya, we believe in constant growth—listening, learning, and improving every day to reduce our impact and elevate the people we work with. It’s not just about the clothes we make; it’s about ensuring that every step of the process reflects our commitment to fairness, transparency, and a positive future.
How and when was SOKO Kenya founded, and what are the values of your company?
In 2009, driven by my belief in fashion’s power to create positive change, I founded SOKO Kenya with the vision of building a factory that prioritizes social and environmental responsibility. At the core of this vision was a commitment to fair wages, employment opportunities, and making a meaningful impact in the local community.
We began with just four people and embarked on a transformative journey of growth. Initially, our factory was located in Rukinga, Maungu, but as our team and operations grew, we relocated to a new factory space in Kikambala, a coastal town in Kenya. This move involved not just a physical shift but also the relocation of our entire workforce and their families, growing from 55 to now a dedicated team of 150 skilled employees.
“Today, SOKO Kenya embodies a vision of empowerment, transparency, and sustainability, producing garments for international fashion brands while staying true to our values of people-first, ethical practices, and environmental stewardship.”
In the SOKO Kenya Factory, how do you translate the design of fashion brands into sustainable, ethically produced pieces of clothing?
At SOKO Kenya, we do more than just manufacture responsibly; we help brands create real impact. Located in Kikambala, Kenya, our factory employs 150 skilled artisans and produces high-quality garments with a focus on transparency and sustainability. We support our team with living wages, free meals, healthcare, childcare, and career development opportunities.
Our sustainability efforts include sourcing 75% of our factory’s power from solar panels and using rainwater tanks for self-sufficient water needs. Additionally, we divert around 2,500 kilograms of fabric waste from landfills each year, repurposing it into bags, accessories, and charitable donations to our Community Trust and the Kujuwa Initiative.
What kind of services do you propose to fashion companies?
At SOKO Kenya, we offer both bulk production and artisanal craftsmanship, helping brands bring their designs to life with purpose and responsibility. Powered by 75% solar energy and committed to a zero-waste ethos, we transform all fabric waste into community-supporting projects.
In addition to full-scale manufacturing, we now offer a white label service—a curated selection of in-house designs that brands and retailers can customize and brand as their own. This provides a streamlined solution for those looking for shorter lead times, lower MOQs, and high-quality sustainable products.
Who are your clients?
We partner with global fashion brands that align with our values of putting people and the planet first. Our clients span across Australia, Europe, the UK, and the US, including Hayley Menzies, Alémais, Boteh, Endelea, Wales Bonner, and Zuri. These brands choose to work with us because we produce high-quality, responsibly made garments while upholding transparency, fair wages, and making a positive impact on the communities we support.
According to you, why should a fashion company produce ethically in Kenya rather than in any other country?
Kenya offers vibrant craftsmanship and a commitment to ethical production. Our skilled artisans focus on quality, producing long-lasting clothing that makes a real social impact. By producing here, brands help reshape the global perception of high-quality fashion from the continent while supporting local communities and strengthening the economy through job creation and sustainability.
Could you tell us more about the Stitching Academy?
The Stitching Academy is a three-month practical skills training program designed to equip individuals with the technical knowledge and hands-on experience needed to enter the garment industry. The course covers essential sewing techniques, pattern cutting, and garment construction, ensuring graduates are well-prepared for employment or entrepreneurship.
To date, we have trained over 500 graduates, with two-thirds securing employment in the fashion and textile industry.
What is the Kujuwa Initiative?
The Kujuwa Initiative is dedicated to tackling period poverty in Kenya by producing and distributing washable sanitary pads to girls in school. To date, we’ve donated over 30,000 pads, helping to ensure that girls don’t miss school due to a lack of menstrual hygiene products. Beyond pad distribution, the initiative also focuses on education around menstrual health, breaking taboos and raising awareness about women’s health issues. Through this program, we empower young girls to stay in school, pursue their education, and have a brighter future.
What are your projects or dreams for this year and the long term?
We envision a fashion industry that is fair, transparent, and deeply connected—where consumers have a stronger link to the people who make their clothes. As a people-first organization, we’re not just manufacturing garments; we’re driving change by offering global brands the opportunity to produce beautiful, high-quality clothing with real purpose and social impact.
We’re also excited to launch a new white label catalogue, making it easier for brands to access sustainable production with lower MOQs (Minimum Order Quantities).
Words : Joanna Maiden / Anne-Sophie Castro
Photos : SOKO Kenya
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