Founded by Sara Samra, Askaris takes inspiration from the courageous Eritrean women who fought fearlessly alongside their male comrades in the liberation struggle for independence and during colonialism. They broke down gender barriers, undefined labels and rebelled against oppressive traditions.
Askaris message is one of defiant resistance to fashion norms and challenges societies perceptions. This is a topic close to Sara’s heart, belonging to a minority group within a minority group (black & muslim). A growing feeling that her and her community is portrayed in an inaccurate light encouraged Sara to create a brand that could represent this minority group with a new and fresh vision. For Sara this is more than a brand, it is a journey that portrays fresh ideas, confidence and a way for her to tell her own narrative.