Ohana Family Wear is transforming swimwear in Kenya by blending cultural pride with modern style. Founded by Neema Nkatha Kinoti, the brand offers high-performance, African-inspired swimwear that caters to those seeking both modesty and fashion.
As the demand for culturally conscious swimwear grows, the business fills a unique market gap, enabling individuals to confidently embrace their heritage while enjoying the water. With its bold, vibrant designs, the brand is making waves in the swimwear industry, one cultural piece at a time.
Neema identified a lack of locally made swimwear that combined both functionality and African-inspired aesthetics and decided to fill this need.
“Most swimwear on the market was either generic or did not reflect the cultural vibrancy of the continent. There was also a noticeable shortage of modest swimwear options, especially for women and girls who preferred to swim without compromising on their cultural or religious values, ’’she says.
Neema Nkatha models one of her pieces on January 30, 2025.
Photo credit: Bonface Bogita | Nation Media Group
Her interest for swimming, combined with her desire to champion African identity through fashion, led to the creation of the brand with a vision of providing swimmers with high-quality, custom-designed swimwear that meets performance standards and celebrates African heritage through vibrant, culturally significant designs.
This inspiration also extended to school swim teams, where she noticed a lack of customised swimwear that reflected African culture, prompting her to cater to this unaddressed need.
The brand is unique as it blends African cultural influences with practical swimwear. This approach creates a product that is both functional for competitive and recreational swimmers and stylish, allowing wearers to proudly showcase their African identity.
The company offers a variety of swimwear, including options for men, women, and children, as well as specialised modest swimwear and cover-ups.
“I raised initial capital of Sh500,000 through small investments from family and friends, along with a loan, with my parents as guarantors. I allocated the funds to fabric sourcing, manufacturing, and brand development to align with my vision,” she says.
The brand’s swimwear is characterised by its striking use of African prints and patterns that tell stories of the continent’s diverse cultures and landscapes. For example, the Safari Collection is directly inspired by Kenya’s wildlife and stunning landscapes, showcasing animals and flora in bold, dynamic prints.
The swimwear offers an opportunity for swimmers to enjoy the sport and also to wear something that reflects their pride in their heritage.
Additionally, modest swimwear is a significant aspect of the brand’s offering. Many women and girls in Kenya and across Africa face challenges in finding swimwear that aligns with their cultural preferences for modesty.
The business addresses this by providing swimwear that meets these needs without sacrificing style or comfort. This inclusivity ensures that more people can enjoy swimming without feeling the need to compromise their personal values.
The name "Ohana" is both symbolic and integral to the company’s core values, she chose it to reflect her mission of creating a community where everyone feels welcome and supported.
She explains that the name embodies the brand’s commitment to unity, cultural pride, and empowerment. Through swimwear that celebrates African culture, Ohana aims to build a sense of belonging and enhance confidence among its customers.
“We strive to connect with our customers in a personal way, creating a sense of kinship between the brand and the community. This connection is built through the storytelling of African culture, the celebration of diversity, and the shared joy of swimming, ‘’she says.
She notes encountering several challenges in the early stages, such as production delays, since custom printing of fabrics could take up to 12 weeks. This challenge was compounded by limited access to funding in the early stages.
One of the most significant hurdles, however, was market penetration. Introducing a new swimwear brand into a competitive market required building trust and establishing a strong brand presence.
There was also the challenge of educating the market about the unique cultural aspect of the swimwear, as many customers were used to the conventional options available.
Despite these challenges, she adapted to the market’s needs, built partnerships with local schools and swim teams, and ensured the brand’s growth through consistent marketing and customer engagement.
Ohana Family Wear collection designed by Neema Nkatha.
Photo credit: Bonface Bogita | Nation Media Group
They offer a diverse range of swimwear products, catering to both individual customers and specialised needs, and includes men’s, women’s, children’s and plus-size swimwear, as well as cover-ups, all ranging from Sh2,500 to Sh9,000.
“Some of our bestsellers include the Ifrah modest swimwear piece, which has garnered attention for its elegant design and cultural symbolism, and the Zara bikini and Queen bikini, both praised for their vibrant prints and cultural storytelling,” she says.
The process of creating swimwear is meticulous and creative. It starts with concept development. Once the concept is finalised, designs are sketched, and high-quality fabrics are sourced from both local and international suppliers.
A key feature of the brand is the creation of exclusive custom prints, developed in partnership with local artists to ensure the designs authentically represent African heritage. After the design and fabric are finalised, prototypes are created and tested for fit, comfort, and performance.
Once testing is complete, bulk production begins, followed by strict quality control checks to ensure each item meets the brand's standards. Each swimwear piece is tagged with the Ohana Family Wear logo, packaged in eco-friendly materials, and distributed through physical stores and e-commerce platforms.
The fabrics used are carefully selected for their cultural significance, with many sourced from reputable suppliers specialising in traditional African prints. Some fabrics are even printed in-house to create exclusive designs.
Neema works closely with local artisans and designers to ensure that each collection is authentic and reflective of African heritage.
“We have 10 full-time and part-time employees, and we rely on several freelancers and external partners to handle specific tasks as needed, especially when scaling up for events or large projects,” she says.
As the brand continues to grow, it is exploring ways to expand its distribution network. Currently, it operates primarily through online platforms and local retail partnerships, but the vision includes a broader reach, both regionally and internationally.
“Our swimwear celebrates diverse body types, ensuring comfort and confidence for all. We embrace cultural inclusivity by blending African heritage with global influences in our designs. Our marketing reflects this diversity, showcasing varied races, genders, ages, and abilities,” she says, adding that, as a women-led brand, they empower women and collaborate with partners like Kenya Wildlife Service to promote sustainability, conservation, and cultural heritage globally.
Future plans for expansion include increasing retail partnerships, improving the e-commerce experience, and collaborating with delivery startups to enhance the delivery process.
“Our Zara bikini will be showcased at the Design Museum in London starting in March. We also aim to expand our presence to other African countries and beyond, bringing our vibrant, culturally inspired swimwear to a global audience,” she concludes.
