Conscious Creation

At Gitana, every creation begins with a desire to spark joy, to blend beauty, purpose, and conscious design into moments that uplift the everyday.  When we set out to design a dust cover for our handbags, we imagined more than just a protective layer. We wanted something alive with possibility,  a beautiful, reusable bag that could double as a stylish shopper and truly earn its place in your life.  We also saw an opportunity to celebrate our unique identity, adding a touch of Africanness to our Italianity by using vivid, colourful shweshwe fabrics that bring warmth, vibrance, and cultural soul to each piece.

 

While sharing this vision with one of our suppliers, we were introduced to goGOGOgo,  and instantly knew this was the partnership we had been waiting for.  goGOGOgo is an extraordinary organisation founded in 2020 by Jane Simmonds, whose years of work with grandmothers in Alexandra, a Johannesburg township,  revealed both the vulnerability and the incredible strength of these women.  Many have become sole caregivers for their grandchildren, navigating immense challenges with resilience, dignity, and love.

goGOGOgo exists to honour these women, to recognise their expertise, celebrate their contribution, and provide meaningful opportunities through their remarkable CMT setup.  Collaborating with them felt not only natural, but deeply aligned with our purpose and our belief in conscious creation.

At Gitana, sustainability means choosing materials, partners, and practices that minimise our impact while maximising upliftment. Our partnership with goGOGOgo reflects this commitment, every dust-cover-turned-shopper is thoughtfully crafted by the hands of women whose stories inspire us.

Together, we’re creating pieces that don’t just protect your handbag, they carry hope, dignity, cultural richness, and the magic of everyday beauty.