There is a growing call for the government to invest in and partner with the local garments and textile industry to incorporate sustainability principles into fashion design. This comes in response to concerns about the detrimental effects of importing used clothing on the country's economy.The Chief Executive Officer (CEO) of Sleek Garments Export Limited, Dr. Nora Bannerman, emphasized the need for this collaboration.

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She believes that such an initiative would not only reduce the adverse impact of fast fashion on the environment but also generate significant profits for domestic manufacturers.“So, this is where the government will come in and can support businesses to upgrade their equipment to produce fabrics that are quality but affordable and meet the standards of consumers,” she said.Dr.

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Bannerman stated, "This is where the government can step in and support businesses in upgrading their equipment to produce high-quality yet affordable fabrics that meet consumer standards."She encouraged traders to engage in discussions and negotiations with local clothing manufacturers to produce clothing that promotes sustainability in fashion.

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These remarks were made during the unveiling of Sleek Garments Export Limited's Brand Ambassador for its latest product range, "Cuddles," in Accra.Nana Kwame Ankumah, also known as Niashun, a rising music artist, has signed a one-year contract to help promote the company's new product and connect with potential customers.At the product launch, Mrs.

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Bannerman highlighted that the introduction of "Cuddles" was the result of extensive research and customer feedback.Natasha Bannerman-Kudjaw, the Chief Operating Officer (COO) of Sleek Garments Export Limited, explained that Niashun was chosen as the brand ambassador due to his unique blend of talent and style. She described "Cuddles" as a product that delivers a quality experience to customers, hence the name.Mrs.

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Bannerman-Kudjaw expressed confidence that Niashun would effectively align the company's values with customer needs and desires. She also hoped that the brand could leverage his influence to increase awareness, expand its customer base, and cultivate lasting relationships.

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In his role as a brand ambassador for one year, Niashun is expected to utilize his influence to raise awareness, represent the brand at key events, support promotional campaigns aligned with the brand's values, and collaborate on various initiatives aimed at strengthening the brand's identity.Niashun expressed his gratitude to Sleek Garments for giving him the opportunity to represent the brand.

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He pledged to work diligently and effectively in his role as a brand ambassador and acknowledged the company's outstanding contribution to the country's development. He hoped to secure beneficial deals for the company through his efforts.

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