Aurora James’ journey with Brother Vellies began with a vision that reached far beyond fashion. She wanted to do more than create beautiful products; she sought to create a brand that honored the artisans who make them and the communities they come from. Her idea was rooted in the belief that the fashion industry could become a force for good, creating sustainable opportunities while preserving traditional African design techniques. When Aurora founded Brother Vellies in 2013, she was determined to combine her love for fashion with a commitment to social impact, making it clear that her brand would stand apart in an industry often criticized for its detachment from ethical concerns.
Born and raised in Toronto, Aurora was exposed to a wide range of cultures, which greatly influenced her creative outlook. Her mother, a Ghanaian-Canadian woman, instilled in her a strong sense of pride in her heritage. This connection to her roots would later inspire the mission behind Brother Vellies, as she sought to bridge the gap between the global fashion market and artisans in Africa. Aurora’s journey was not without its challenges, but her unwavering determination to create a brand that honored craftsmanship and sustainability helped her overcome the obstacles she encountered along the way.
Aurora’s travels to Africa introduced her to the artistry of local craftsmen who were creating traditional footwear and accessories using techniques passed down through generations. She was particularly struck by the beauty and craftsmanship of vellies, a type of desert boot worn by South African farmers. The shoes were not only a testament to the region’s rich cultural heritage, but they also represented a way of life that valued sustainability and resourcefulness. Inspired by these artisans, Aurora decided to bring these designs to a global audience through Brother Vellies, while ensuring that the artisans she worked with would receive fair compensation for their labor.
The foundation of Brother Vellies is built on Aurora’s commitment to ethical production practices. From the start, she prioritized working with artisans who used sustainable materials and eco-friendly techniques, from vegetable-dyed leather to recycled tires for shoe soles. Aurora understood that in an industry where mass production and waste were the norms, it was crucial to offer an alternative that valued both people and the planet. Her approach was rooted in the idea that fashion could be a vehicle for change, offering consumers the chance to make a positive impact through their purchasing choices.
Aurora’s efforts to promote sustainability go beyond material choices. She actively engages with the artisans and communities she partners with, ensuring that they have access to fair wages, safe working conditions, and the resources needed to continue their craft. Aurora’s relationship with these artisans is not one of a distant designer overseeing production from afar; rather, it is one of collaboration, respect, and mutual growth. She frequently visits the workshops where Brother Vellies products are made, building strong relationships with the craftsmen and women who bring her designs to life.
Brother Vellies quickly gained recognition in the fashion world, not only for its distinctive designs but also for its commitment to ethical practices. Aurora’s work began attracting the attention of major publications and influencers, who were drawn to the brand’s mission of combining luxury fashion with social responsibility. As demand for Brother Vellies grew, Aurora remained steadfast in her commitment to sustainable growth, resisting the temptation to scale up production in ways that would compromise her values. Instead, she focused on building a brand that was as thoughtful in its business practices as it was in its designs.
Aurora’s rise in the fashion industry was marked by several key milestones. In 2015, she was awarded the prestigious CFDA/Vogue Fashion Fund, an honor that catapulted Brother Vellies to new levels of visibility. This recognition was not only a testament to Aurora’s talent as a designer but also a validation of her vision for a more ethical and sustainable fashion industry. With the support of the CFDA, Aurora was able to expand her brand while staying true to her mission, ensuring that Brother Vellies continued to prioritize the artisans who were at the heart of its production.
Throughout her career, Aurora has used her platform to advocate for greater diversity and inclusion within the fashion industry. She has been vocal about the need for systemic change, calling on major fashion houses and retailers to reevaluate their practices and make meaningful commitments to supporting Black designers and artisans. Aurora’s activism extends beyond fashion; in 2020, she launched the 15 Percent Pledge, an initiative that urges retailers to dedicate 15 percent of their shelf space to Black-owned businesses. The pledge has garnered widespread support from major retailers, further cementing Aurora’s role as a leader in the movement for racial equity in business.
Aurora’s approach to design is deeply personal, with each collection drawing inspiration from her experiences, travels, and cultural heritage. Brother Vellies is not just a fashion brand; it’s a reflection of the stories and traditions of the communities it represents. Aurora’s ability to seamlessly blend these elements with contemporary design has allowed Brother Vellies to carve out a unique space in the luxury fashion market. Her collections are a celebration of craftsmanship, sustainability, and cultural heritage, and each piece tells a story that goes beyond aesthetics.
Despite her success, Aurora remains grounded in her mission to create lasting change within the fashion industry. She continues to push for greater accountability among brands, urging her peers to adopt more sustainable and ethical practices. Aurora’s influence extends beyond her own brand, as she works to reshape the industry’s approach to production, diversity, and social responsibility. She understands that true change requires collaboration and has used her voice to bring attention to the issues that matter most to her.
Aurora’s leadership is defined by her resilience, vision, and dedication to her craft. She has built a brand that reflects her values, proving that it is possible to create luxury fashion without compromising on ethics. Aurora’s commitment to sustainability and social impact has set a new standard for the fashion industry, challenging other brands to follow her lead. As Brother Vellies continues to grow, Aurora remains focused on her ultimate goal: to create a fashion industry that respects both the artisans who make the products and the communities they come from.
Aurora’s impact on the fashion industry is undeniable, but her work extends far beyond the runway. Through Brother Vellies and the 15 Percent Pledge, she has created a movement that challenges the status quo and advocates for a more equitable and sustainable future. Aurora’s dedication to her mission has inspired countless others to rethink their approach to fashion, business, and social responsibility. Her journey is a testament to the power of vision and determination, and she continues to lead by example, proving that fashion can be a force for positive change.
As Brother Vellies continues to evolve, Aurora’s commitment to her mission remains unwavering. She has created a brand that not only produces beautiful products but also contributes to a more sustainable and inclusive world. Aurora’s work is a reminder that fashion can be more than just a business—it can be a vehicle for change, offering opportunities for growth, empowerment, and social impact. Through her leadership, Aurora James has redefined what it means to be a designer in the modern world, proving that creativity and social responsibility can go hand in hand.
Aurora James, Founder, Brother Vellies
