About Asili Roots

I’m Martin. My path to Asili Roots started long before the brand had a name. I’ve always been drawn to Africa—then life made that bond personal. All of my children have African roots. My wife is Kenyan, and our traditional wedding in Kenya sealed a feeling I carry into this brand: belonging. On every visit I’ve been welcomed as a son, a brother, an uncle—from day one. Africa quickly became my second home.

 

What Asili Roots Stands For

Asili Roots is a purpose-driven lifestyle brand celebrating African identity, culture, and nature through meaningful, high-quality products.

 

Values

Authentic • Empowering • Connected to culture • Respectful & proud

 

Design Ethos

Creativity needs freedom. Africa offers endless stories, symbols, and aesthetics—too much to be boxed into a single style. Expect range and evolution: from cultural motifs to wildlife icons, from minimal to bold.

 

Products

We’re starting simple and solid: unisex tees with a classic fit. Made, packaged, and shipped locally.

 

For Whom

For everyone who identifies with (Pan-)African culture and values—yes, that includes allies. For wildlife lovers. For people who wear pride, roots, and curiosity on their chest.

 

Why It Matters

Asili means “origin.” These pieces are about home—found, chosen, or remembered. They’re made to carry cultural pride, connection, and a living sense of Africa’s heritage into everyday life.