The Global South Gifting Guide 2024
The best gifts to give and receive this holiday season, and where to buy them
Over the last few years, I’ve found the holiday season particularly challenging from the retail perspective. There’s too much buying, but also too much content overload with respect to marketing campaigns, and somehow, despite all the conscience-friendly reminders and counter-retail movements, the sales during holiday seasons continue breaking records.
This year it was important, much like anything we do our here at Subject Matter, to ensure that we use this platform and the holiday season to talk about brands we love from the Global South. While it is practically impossible to share them all in one newsletter, I’m going to start with the ones that I’ve bought from or are referred to us by people that care about climate, heritage, artisanship and labour dignity.
So if you’re going to buy gifts this season, you know you’re buying from small brands that have huge impact.
Fashion and Accessories
This edit features Olio and Zaamin, two sister brands, I could say so myself, from India and Pakistan. Olio has been featured time and again on Subject Matter - their focus is to redesign modern heirlooms inspired by South Asian history while nurturing the community that values it. I love their pieces and their bold campaigns, often causing a social media stir, both to equal measure, and have a long wishlist of Olio pieces saved on my phone. Zaamin, meaning 'Guarantor’, is a homage to Lahore, its durbars and mazhaars, and has a deep connecting with “taaweez”, with an eclectice collection in whimsical colours, handcrafted traditionally in steel.
Cord Studio is one of the brands that I love all in categories. Their clothing is a bit of peasant-core meets European vintage- their colours are rich and they play with so many fabrics types, its really all a huge treat.
Jude Benhalim is a Cairo-based jewellery designer who founded her namesake brand when she was 17-years-old, alongside her mother, Rana Alazm. She’s defined herself as “traditional Egyptian jewellery meets a fresh and modern twist”.
Adeyoola is a Nigerian designer whom I had the pleasure of meeting a few months ago. She’s super passionate about Nigeria and its crafts and especially wants to throw light on the eco-friendly footwear and accessories as a category, using traditional fabrics like Aso-Oke and Adire. While they are a small brand, they have big dreams and frankly, they are already on their way as she recently won an award and was named the first-ever Brand Ambassador for Threads of Africa.
I’ve seen Shuffling Suitcases grow over quite impressively the years and expand from a blog to an international retail brand- offline and online, from India to Singapore, with by far the largest collection of sustainable fashion brands from India under one roof. It is hard to pick one brand from their collection, so I recommend just exploring what suits your budget.
Dye Lab is one of my favourite brands from Nigeria. Rooted in the indigenous textile practices of the Yoruba people of Nigeria, the brand creates eco-conscious, limited-edition pieces. Dye Lab’s collections honor the artisanal methods of West African ancestors while drawing inspiration from global influences, particularly Asia. This cross-cultural dialogue is reflected in their designs, including flowing Senegalese and Japanese-inspired kaftans that nod to the indigo traditions of the Far East, seamlessly bridging diverse cultural narratives.
Rastah was referred to me and I see why. I personally adore the blend of “ethnic” theme streetwear coming out of South Asia. Rastah from Pakistan, aims at reinterpreting South Asian heritage and artisanship, while being “downright cool” as Vogue puts it. I especially love their outerwear, long coats with Dabka embroidery so reminiscent of band, baja, baraat (wedding band outfits) vibe but ever so palatable in a cool city party. Also, it helps that Timothee Chalamet is a fan of their streetwear!
Saphed is one of my favourite brands in India right now - a quintessentially summer vibe, with deep-dyed jewel tones, unique silhouettes and their menswear is especially fantastic. They are on a journey towards linen renaissance and I think they are well on their way, given their designs and Bollywood customer base.
Subject Matter’s Curio Corner
Some of my favourite things to gift and receive as gifts- perpetually on my shoppig cart for myself or for someone else.
The Sahten Cookbook: By SkatePal, the book paints a picture of the skateboarding scene in Palestine, told in the form of a cookbook.
Kaia: The finest organic heirloom olive oil there is, delivered straight from their fifth-generation family estate in Tunisia.
Tikkiwallah: Best textile quality hands down- I have many of their pieces that despite being handmade have gone well into the washer and retained their aesthetic. They support 20 folk artists and craftswomen representing seven distinct ethnic communities and textile traditions from Laos & Chiang Mai.
Ikka Dukka: In Hindi “Ikka Dukka” means the “one-odd few pieces” which is what you get in this e-store that curates some of the most lovely curio pieces from the sub-continent and the world.
Image courtesy: Ikka Dukka
Thank you for reading and have a wonderful holiday season,
Rini Bankhwal | रिनी बंखवाल