From Ghana, With Love

Lookbook
Written By Yewande Konigbagbe

The Gateway of Africa – The 2022 Holidays lead us to the doorsteps of Accra, Ghana where we sought to reset, recenter, and regroup. A first for us all, the country received us with warm open arms, hosting us through our weeklong journey. Inspired by the spirit of Medaase, we could not help but express constant gratitude for our loved ones and the nature around us. ITA has always been our open invitation for all to reconnect with nature, and travelling back to the origins was our answer to that call, tapping into the very heritage that inspired our outdoor products.

There, we ventured out to Dixcove – a scenic coastal village and fishing community with a vibrant palette that hopscotched from the bold houses to the crisp school uniforms of playing children. That melody of brilliant colors followed us to Busua, a beach resort composed of vast nature spots. Our mere arrival confirmed that we were exactly where we needed to be. The juxtaposing of a vintage seaside escape against our bold, artful products was the perfect contrast. With our eager (and not to mention absolutely beautiful) talent of models, we set up shop for our shoot. And in the morning, we captured magic.

A Culture for the Outdoors - The still and moving images were not a result of creative direction. They were truly candid. We could not have directed such joy, ease, comfort, and familiarity without compromising the raw bouts of laughter, running, relaxing, and childlike play. The nature around us egged us on. The grassy landscapes, the clear waters, and the airy breeze were irresistible, and we savored it. Everything captured was unprompted excitement caught in the moment - and our outdoor products fit right in with everything. Each piece did what it was designed to do - serving as an absolute essential to better enjoy the moment with ease.

Our new friends shared precious thoughts on their favorite Ghanian holiday traditions from tree decorating to eating and cooking with family and even outdoor activities like traveling and visiting extended family in the village. It was truly a welcoming home for us and ITA.