In 2009, Adiat Disu founded Adirée, “the premier communications and brand development firm, in New York for African and global business leaders in multiple industry segments, from entertainment to fashion, beauty, politics, media, and government sectors” (Forbes Africa).
The creation and launch of Adiree, a luxury group and brand marketing firm was conceived to produce retail opportunities and marketing installations, for made in Africa or by Africans brands, as well as to provide eco conscious and hyper-aware consumers with an exciting, experiential and sustainably alternative to tapping into Africa's resources and talents.
Adiree curates and executes brand strategies via media, traditional and unconventional events for Africa’s most talented, established, and emerging brands who are committed to global expansions and foreign partnerships.
Part of the company's future goals and achievements include the following:
1. To showcase ethically produced & sustainable fashion and lifestyle products inspired by and made in Africa during www.AfricaFashionWeek.com
2. To provide a unique globally focused retail platform for emerging and established African designers, whose exquisite products would otherwise go unrecognized.
3. To challenge misconceptions about Africa and African design, art & culture in the US markets.
4. To connect with our customers in an experiential and interactive way through www.AfricaFashionWeek.com.
Since 2009, the conceptualization by Adirée of Africa Fashion Weeks in major fashion capitals has led to a proliferation of similar initiatives and increased interest in African brands. The firm’s premier event, Africa Fashion Week in New York, attracts over 1,500 industry insiders. Adiree also manages the Adiree Sustains Africa Program (A.S.A.P) which provides young professionals and women-owned enterprises with immediate access to business development resources, to help establish African-owned enterprises. Disu has launched the Africa Fashion Council, www.africafashioncouncil.com, to further facilitate sourcing relationships and networking opportunities that will continue to develop the African Fashion Industry on and off the continent. AFC focuses on developing promotional and educational programs (both traditional and digital) for fashion related-brands, building infrastructure, and establishing supply chains and distribution networks on the continent and globally for Africa.