A remarkable case of the law of unintended consequences is how the inception of issuing shares redesigned the revered art of fashion into disposable vogue. From music to athletes, corporations have for so many years taken absorbing art forms of runaway industry success and turned them into cash cows with an eye toward bleeding them dry, and fashion has recently fallen victim owing to the emergence of fast fashion. The fast fashion industry dominates the African market and has for long been the go-to for most end consumers. Products of the system of fashioning significant amounts of textiles through the couturier to the clothing outlet with all due haste is in so many corridors of Africa it is impossible to miss. The continent’s fashion style that has often been depicted as colourful wax prints and animal-inspired designs by Hollywood is not entirely a true reflection of its diversity in flair. For many young Africans, traditional wear is religiously reserved for cultural events while their wardrobe collection is influenced by European, Western and Middle Eastern culture. Heaps of clothes pouring into the continent are in the general run of things counterfeit brands manufactured in China and second-hand clothes from Europe and North America. The Asian imports blow many away with Abibas knock offs sold in the streets to inauthentic Adidas Yeezy sneakers in retail shops going for as low as 8% of the original shoe’s price. Not to say that an original pair of shoes cannot be found, however the majority of consumers prefer the cheapened products they can easily replace in a short period that is equivalent to the trend’s lifecycle. In 2015, not only did the East African Community (EAC) account for nearly 13% of global imports of used clothing worth $274m but also the imports of clothing from China stood at $1.2b according to a study by the US Agency for International Development (USAID).  The fast fashion model comes at the cost of rendering existing styles obsolete to say nothing of today’s climate in which consumers are many a time and oft seeking new thrills. The model’s success lies in quantified pricing, low cost production commensurate with quality and intensive marketing which amplifies desperation for novelty. The chinese products having consolidated their market position in Africa with fairly affordable prices in comparison to the competitors that charge a tenfold, there isn’t much marketing required. In addition, the flood of cheap clothes have in some measure created a need to covet the hot ticket in fashion with the average consumer spending a little under a third of their annual income. In an attempt to fulfil their obligation to shareholders, public companies have designed a mixed bag of exploits to increase or maintain requisite dividends for their shareholders by the end of the financial year. One popular model is releasing stock more often despite the valuation of demand through the utility of hype to increase sales revenue. Apparel company H&M has made headway with their system in such a way that occasionally it only takes them two weeks, and this going concern strategy has indirectly shaped the fashion styles in Africa. The first effect of the business strategy is producers forego quality of products so as to price them lowly for price sensitive markets making China the travel destination for new clothing in Africa. Furthermore, efforts to keep up with trends created the second effect where most of the clothes worn by consumers in the western culture are discarded after which they pass through various stages to make their way onto the stalls of an African market. On close analysis, fashion entrepreneurs in Africa have not had much stronghold in influencing their industry and the continent still relies on the strategic decisions of corporations beyond its borders. These very decisions mass-produce articles of clothing whose intrinsic value holds for a brief period before they are quickly shucked off birthing the throwaway culture in Africa. Should Africa’s fashion entrepreneurs desire to dominate the market, they need to replicate the corporate model of business without sacrificing the quality in production.  Tara John. “How the US and Rwanda have fallen out over second-hand clothes” BBC News , 2018-05.