The "African Print" Hoax: machine produced textiles jeopardize African print authenticity.
Akinwumi, Tunde M.
In the commercial parlance, African print is a general term
employed by the European textile firms in Africa to identify fabrics
which are machine-printed using wax resins and dyes in order to achieve
batik effect on both sides of the cloth, and a term for those imitating
or achieving a resemblance of the wax type effects. They bear names such
as abada, Ankara, Real English Wax, Veritable Java Print, Guaranteed
Dutch Java Hollandis, Uniwax, ukpo and chitenge. Using the term
'African Print' for all the brand names mentioned above is
only acceptable to its producers and marketers, but to a critical mind,
the term is a misnomer and therefore suspicious because its origin and
most of its design characteristics are not African. Hence, Jefferson
(1974:95) disregarded the prints as authentically African, but rather
European "African Cloths", however, there has been no account
made on why these cloths are neither African cloths, nor African prints.
As the design content has been in contention, attempts to redress
the situation started a while ago. For example, Littrell provided a
blue-print on how to improve it. She called for the viewpoints of
designers, distributors, sellers and consumers so that their ideas could
be conceptualized as motifs for creating a possible new design order
(Littrell 1977). Hence I will focus on some Nigerian universities and
colleges with art departments and has incorporated African print
designing and its studio production into their curriculum from the
1970's. In a cursory examination of fabric designs representing two
reputable art departments, studentdesigners from the departments
sheepishly adopted the design format associated with the European and
Asian textile firms (the works will be shown later). The way forward
here is the consideration of another possible design blue-print, is the
focus of this paper, although production technique is not in contention,
hence least discussed in this paper.
Consequently, I will investigate the origins of African prints and
the roles played by early European textile merchants and their African
textile trader-collaborators in producing and exporting modified
Indonesian wax batik to Africa in the name of 'African print'.
Second, I examine the design content of what were produced for the
African consumers at the beginning, at later times and in contemporary
time to discover whether the prints are dominantly of Indonesian
aesthetics blended with Dutch, Indian, Chinese, Arab and European
influences or not. And finally, I argue for another alternative design
model to Littrell's; first by exploring certain features of African
indigenous textile designs and second by examining Macquet's themes
on Africanity (1972) as sources of inspiration for providing a new
blue-print.
Africanity: Macquet's Themes
The reasons for the choice of Macquet's themes are
significant. The Javanese, Indian, Chinese and Arab artists whose works
were adopted for African print themes/designs seemed to have had
tremendous knowledge and understanding of their respective worldview which has impacted on their works (see figs. 1 and 2). In like manner,
the acquisition of knowledge and understanding of African worldview
otherwise termed here as 'Africanity' is imperative for
African/Africanist designers to serve as a platform from which authentic
African print ideas can be generated and produced; going beyond the
ideas expressed about the nature of Black Africa not extinct in recent
works (Bohannan 1964, Davidson 1969, Jackson 1970, Stuckey 1972, Diop
1974, Williams 1974, Diop 1978, Asante 1987, Ojo-Ade: 1996).
Thus, Macquet classified them under the rubric of Africanity,
defining it as the unique cultural heritage shared by many of the
peoples of black Africa (Macquet 1972). And in Macquet's
exploration of cultural unit, she observed social, historical and
geographical bonds that link the Black peoples of Africa in the areas of
kinship and marriage institutions, political organizations, religious
beliefs and worldviews (Macquet 1972:6).
These are therefore the common features of the Black African
heritage on which this presentation hinges to establish a storehouse for
tapping and symbolizing design motifs for African prints; and thus this
work hopes to contribute to the deconstruction and reconstruction of the
term 'African', especially as it affects the development of
African designs in the textile industry.
The Origins of African Prints
African print was developed from batik, the latter being of Indian
origin. Batik diffused from India to Indonesian islands and Japan while
its subsequent perfection was made possible by the Javanese before the
thirteen century. Because batik was of Hindu origin, its sacred
importance was associated with women's birth, initiation, marriage
(Fig. 1) and death (Lubell 1976: 178, Lindholm 1979:32). It was
particularly a medium for depicting symbols of Javanese women's
fertility, such as the feature of crowned snakes; whereas among the Sawu
in Sunda island of Indonesia, the cloth was used as a means of clan
identification (Newman 1977:20).
The Javanese developed a high level of batik artistry before they
were colonized. They produced many symbolic and non-symbolic patterns.
Parang rusak (dagger point or broken blade) is one of the most popular
patterns developed in the sixteenth century (Forge 1989:104). Also known
as 'Princely Pattern', parang rusak was developed for and worn
only by male members of Djakarta royal house (Newman 1977:20, Forge
1989:104).
While under the rule of the Indians, Chinese, Islamic clerics and
the Dutch, the Javanese were influenced by an influx of new ideas from
the cultures of their overlords. Consequently, some Chinese mythology and Buddhist themes were borrowed and incorporated in their batik. They
included the significance of the Chinese mythical snail (Fig. 2) and
dogs of Fo, which were the fabulous beasts usually found in pairs
guarding the entrance of Buddhist deities. They copied from the Indian
chintz particularly the 'Tree of Life' which was later adopted
and used by other cultures especially the Europeans (Irwin and Bratt
1970:16, 17-21). And greater development of geometric designs was made
manifest more than before during the short period Java was made an
Islamic state, because Islam forbade the representation of human forms
and the like.
By the seventeenth century, Java came under the political control
of the Dutch as Javanese batik was introduced to Holland and thereafter
to other parts of Europe. Yet, it was not readily accepted in Europe
because of its 'exotic' design content (Nielsen 1980:2).
However, the Dutch led interested European firms in developing overseas
market for the machine-made batik which became known as wax print, and
thus during the Dutch trade expansion, factories were established in
overseas ports or possessions, including India, Java, Sumatra, Ceylon
and the Moluccas (Robinson 1969:118).
By the nineteenth century, styles were derived from European
peasant ornamentation and preserved in the oldest cloths served as
inspirational sources for designing wax print (Muller n.d.). And design
motifs universal to all cultures, such as nature-based forms: plants and
animals were drawn and styled in the European format and in the manner
of other foreign cultures. For example, we find decorative in-filled
plant motifs on these fabrics. Like in Fig. 3, the flowers and foliage
are of mixture of Indian and European origin. Some of these nature-based
motifs are reminiscent of the seventeenth century Western embroidery and
silk styles (Irwin and Brett 1970:19 and 70). All these added to the
repertoire of design content of the print, and despite the
non-relationship of the design motifs to African traditions, the cloth
bearing the motifs were introduced to African communities.
The Introduction of African Prints to Africa
During the late nineteenth century, the Dutch directed their
textile mills in Haalem, Leyden and those in overseas to produce wax
prints for the West African markets. Before then, little quantity of wax
print were introduced to West Africa by the Europeans, first through
Christian missionaries who needed the prints for converts; second,
through the European producers who made wax prints for the African
market; third, through West African soldiers who brought back Javanese
batiks to their wives after serving between 1810 and 1862 in Indonesia
(Nielsen 1980:3). Thus, by the early decades of the twentieth century,
there was a rapid increase in the export of the cloth to Africa, and
later in the twentieth century, additional bales of African prints were
supplied from Japan and local factories to West Africa (the latter
offered cheaper price ranges).
In this process, the marketing of the cloth at the retail level was
greatly enhanced by the way and manner attracting indigenous names in
form of proverbs, catch phrases, catch words, slogans, maxims and puns
were given to each successful design by African traders, although the
names had no connection with the designs (Beauchamp 1957:209, Nielsen
1980:10, Domowitz 1992:82-87). Yet, the practice then became established
as one of the strategies for marketing African prints at various local
markets.
Africanity Content in the Designs of African Prints
It may have been observed from the above analysis that African
prints were produced at various places overseas and in Europe, and that
their designs had an amalgam of various artistic cultures, namely
Indonesian, Indian, Chinese, Arab, Dutch and European influences. Thus,
the cloths were marketed in Africa, Europe and Asia. Therefore it is
worth examining the nature of those marketed in Africa to be able to
appreciate the level of Africanity in their content, thus I will review
a representative sample of commercially successful types referred to in
literature and other well-known prints to determine the level of their
Africanity content.
It appears that European producers were more concerned with fabric
colour preferences of various African countries. According to Nielsen,
the early years of the twentieth century witnessed the export of
predominantly blue prints for Nigeria while orange and black went to
Gold Coast (now Ghana). Later the eastern part of Nigeria favoured deep
red and yellow while Ivory Coast cherished brown, yellow, red, dark red,
yellows and greens. Zaire went for brown cream, pink, purple and light
green (Nielsen 1980:12).
However, the development of specialty African prints seems to have
posed a great problem for the producers. As Butler stated:
It has been the life's work of many merchant converters in
Manchester to produce specialty African prints for the
people ... the development of a new design for this market normally
absorbs more time and effort than is taken over one for the
transitory fashion markets (Butler 1958:12, Nielsen 1979:467)
Perhaps it was for this reason that they produced very few designs
of Africanity content, with the exception of the famous Ghanaian sword
produced in their early products. Thus, thereafter the producers
concentrated on the terrain they knew best as their design motifs
derived from nature such as plants and animal motifs which are universal
to all cultures, to form the majority of designs produced during the
early decades of the twentieth century. However, other attempts were
made in order to produce more Africanity content designs. For example,
Beving, a Manchester textile merchant traveled widely in Africa
collecting indigenous hand textiles to form an important resource for
the production of African prints exported to Africa towards the middle
of the twentieth century (Lubell 1976: 35).
Also, commemorative prints celebrating the local community leaders
commenced in the late 1920s as portraits of certain chiefs were
incorporated in the design (Picton 1995: 29) followed by those
commemorating African heads of state and prominent politicians from the
1950s. And occasionally more designs featuring African cultural objects
were produced from the 1960s in order to identify with the cultural
re-awakening of the independent nations.
African Print: A Wholesale Copy
By simply observing wearers of African print in any African
community within a day or two, one can be convinced beyond a doubt that
what is obtainable in the contemporary time as African print is nothing
but a wholesale copy of Indonesian batik style (with its characteristic
crackle effect and shadow elements).
Considering this, I cursorily assessed African prints using work
from Nigerian colleges as representative examples. The works were not
different from those stated above; the works tend to ape those produced
by the textile firms. Figure 4 represents those selected from Ahmadu
Bello University Zaria whose art development is the second oldest in
Nigeria. Figure 5 reflects typically past textile students works from
Yaba College of Technology Art Department, Lagos, the oldest art
institution in Nigeria. Granted all these are short of the expectations,
but how should the proposed African print look like? If one takes a cue
from African music, much of its content in terms of song rendition has
been in African dialects and languages with the percussion of many
coming from African-derived drums and accessories. Hence, cannot African
prints be derived from its own metaphoric dialect, languages and
percussion?
Another source-inducing ideas came from Voice of America's one
hour radio discussion participation programme held 14 February 2007
involving callers from Nigeria, Tanzania, Kenya, Uganda, South Africa,
Sierra Leone, Rwanda and Guinea. The radio programme, Straight Talk
Africa, which was anchored by Chaka Sali discussed the theme
"Rebranding Africa". The discussion focused on the
misrepresentation of Africa in many aspects of life especially by the
Western media and bodies. The following points were stressed: That no
one would correct these misrepresentations unless Africans themselves do
so through their own media, through dissemination by Africanist scholars
and by the African in Diaspora. That re-writing African history on all
facets of life is best handled by Africans and not outsiders who most
often wrote with bias. That at the international level, matters
reflecting the fortunes of the African were often decided with no
respect of their feelings and no invitation to African governments,
African experts and other relevant bodies to participate. At the end of
the radio discussion, Africans were called upon by the discussants to
boycott the "boycottable" particularly where there are
alternatives to such decisions. Lastly, that Africans should project
what is good about the continent such as what has been achieved so that
the African hope could be kept alive.
What are the implications of these suggestions to the proposed
project? For example, the point has been made that when the world
dominant economies decided on matters affecting Africa at the
international level, her participation at such a forum was often not
sought. This acknowledged the European textile firm's selection and
development of modified Indonesian wax batik as export product to
Africa. This was a product adoption for Africa without any design
content negotiation with Africans. In other words, the product was
developed and renamed 'African prints' with little or no
African participation.
To put a halt to this African misrepresentation, concerned and
dedicated Africanist scholars, artists, designers and textile magnates
should be involved in the re-branding of African print as a project. One
could infer from the foregoing radio discussion that no one would
re-brand African print in its present features unless some Africans and
Africanists do so for Africa.
Future Model for African Print Design and Production
If European print producers successfully adopted over the past one
century among others European (fig. 3) , Chinese, Indian and Javanese
art styling for 'African ' print production, then
African/Africanist producers could derive and adopt authentic African
design styles from a wide range of handcrafted textile traditions for
which Africa is well-known internationally. The adoption of this is in
line with the discussants' suggestions.
Common to most African handcrafted traditional fabric is its
characteristic design having irregular composition style. This is in
form of unlike motifs which are juxtaposed. The style has an orderly
repetition on motifs which are interrupted by a shift in texture,
direction or scale (Adams 1991:35). The style gives ample chance for the
distribution of some design variations. The design elements in the
composition are made of irregularities and regularities and these
provide a source of vitality for the people to behold. The asymmetry
(i.e. the irregularity) style also activates a sense of movement for its
beholder unlike the symmetrical design characteristics of European and
other traditions (Adams 1991: 37, 43). This characteristic style has
more advantages. The style enables the beholding of varying design
component shifts of same theme on the cloth surface without being bored.
A great number of those fabric designers explored and created
componential varieties thus making the final works more aesthetically
pleasing to behold.
This characteristic African feature is found in the Zairean
handcrafted Kuba embroidery (Clarke 1997: 46-63), Nigeria's Hausa
embroidery (Heathcote 1974: 15-40, 1976, 1972: 12-19, 82, 84), in the
Upper Volta weaving format of the Mossi, Nigeria's adire eleko
(Barbour & Simmond 1971), Nigeria's aso-oke (Clarke 1997:
74-111; Lamb and Holmes 1980) and Nigeria's akwete (Afigbo and
Okeke 1985; Aronson 1980: 62-66; Davis 1974: 22-25), Ghana's kente (Clarke 1997: 64-75), Mali's woolen blanket khasa of the Peul
(Imperato 1976: 56-59, 1973: 40-47) and check-motif cloth of the Mende
(Sierra Leone). This characteristic feature also manifest in their
indigenous dyed products such as in the resist dyed adire (Nigeria),
Ghana's hand print adinkara of the Ashanti and Mali's
bogolanfini mud cloth of the Bamana. (Clarke 1997: 86-93, Imperato 1970:
32-41 Duponchel 2004). In addition, it could be found in the decorated
barkcloth of the Ganda in Uganda (Spring 1989), the Mangbetu (Zaire) and
in the cut pile raffia fabric of the Pende (Zaire).
An intensive study of these African handcrafted textile traditions
(Spring 1989; Clarke 1997, Lamb and Holmes 1980) will also lead to the
discovery of a mine of characteristic African design motifs. It has been
mentioned earlier that 'African print' motifs were sourced by
the European producers from European, Indian, Java, Chinese and Arab
styles, many of which are on nature-based motifs like birds, plants,
etc. On the whole, there is nothing stopping Africanist designers from
deriving a plethora of stylistic motifs from the indigenous African hand
textiles mentioned above. In addition to the above suggestion, certain
characteristic patterns/motifs associated with, for example, Kente
fabric (Ghana) could be fused into the main theme of a chosen design as
a secondary booster of the design content. Same use could be made of
adire fabric (Nigeria), Kuba embroidery (Zaire), bogolanfini (Mali), and
of others too in combination with the main theme of a chosen design. An
injection of this new horizon into African print designs will definitely
make a difference in future in terms of aesthetic preference.
Another source of inspiration that could be explored is from
Jacquet Macquet's work (1972). An Africanist anthropologist Macquet
defined and explored the concept 'Africanity' as the unique
cultural heritage shared by many peoples of black Africa and which is
distinct from, and comparable to, the Western and Asian worlds. In
providing details, she observed thus:
The impression of similarity experienced in different pars of
Black Africa is based on cultural similarity ... They are
confirmed by careful examination of specific cultural phenomena.
(For example) ... it is easy to perceive a certain relationship
between African art works, a common quality that distinguishes
them from a collection of traditional pieces from Oceania,
America or Asia.
It is not because some particular feature is found in all African
sculptures, and only in them, but because a certain cluster of
characteristics gives African art its own special look ... similar
conclusions may be drawn from areas of culture other than art and
language. Social institutions (such as marriage, the family and
political organizations), belief systems and world views also
display common qualities throughout sub-Saharan Africa
(Macquet 1972: 5-6).
Macquet also provided a breakdown of the contents of Africanity
thus creating a repertoire of endless themes. It is from these large
numbers of subject matter that the writer is suggesting to fabric
designers. The designer is to create art works that are reproducible for
African print production. On kinship and marriage institutions, religion
and world view, the designer could conceive, picture and review through
the use and arrangement of decorative symbols on things like: kinship,
dependence on lineage, the playing of roles there, going back to the
ancestor and being influenced by unknown forces (for a Chinese example,
see fig. 2). Other themes include the reaching of adulthood, getting
married (for a Javanese example, see fig. 1), exchanging women,
compensating for the gift of fertility, stabilizing matrimonial alliance, marrying several wives, making the lineage to continue, and
living in a village (Macquet 1972:55-80).
In the realm of governance, she identified the governance in
territories with each ruler being associated with the people, succession
by heredity, being a courtier, administering the kingdom, centralizing,
being a professional craftsman, producing folk art, hewing wood and
drawing water, existing for others, serving the lord and structuring the
African heritage (Macquet 1972: 81-112). Finally Macquet observed that
the black world tend to struggle together, conquering poverty, retaining
its identity yet borrowing from outside including solving the problems
arising thereof. She asserted that this was the essence of traditional
Africanity in the contemporary times and it will likely be so and many
years to come (Macquet 1972: 113-131). In sum, her views on the theme of
Africanity is all about the common features which united Black Africa
and the problems arising from them.
Macquet's identification of these features corresponds with
the theme of FESTAC Colloquinums, Black civilization and Education which
celebrated in 1977 the heritage of Black Africa in her languages, arts,
philosophies, religion, technologies , system of government and her
historical traditions. According to Amoda,
Many of them (i.e. the themes) have proved the originality of our
cultures, our sense of creativity and invention. Many have stressed
the fact that our languages, our arts, our wisdom, our
religions, our traditional medicine ... .have not only provided
us with the reasons for our existence in the past, but also
helped us in the present liberation of Africa, and should serve
as a spring board for the great leap into the future
(Amoda 1972: 164).
What else can we derive by adopting these themes for commercial
production of African prints. The themes on the print will serve as
propaganda media for celebrating the heritage of Black African in terms
of its success of the past, present and expectation in the future. This
will be in line with the aspiration of the conveners of FESTAC
Colloquium who called for intensive use of teaching aids and other means
in propagating this heritage to the Black world (Amoda 1978: 164) and,
in addition for us in this paper, to those outside the Black world. Out
of sheer curiosity, the latter might want to learn more about African
world and civilization through the proposed African print motifs.
For the fabric designers to be inspired by this gamut of themes is
challenging but desirable particularly if designers make the themes
changing as design trends. Societies in the western world have benefited
from changing fashionable fabric styling based on certain periodic moods
of artists. The changing styles and themes were meant to attract
continuous patronage of their fabric prints. For example, the Arts and
Crafts Movement of the late nineteenth century influenced fabric
designers who produced mainly designs with controlled crowding of
arranged motifs (Arte 1998: 425-6). Fabric designers influenced by Art
Nouveau Movement (1890-1910) changed the existing state to designs
having delicate, sinnous, wavy line-dominated motifs (Arte 1998: 530;
Robinson 1969" 38; Warren 1974: 4-7). Art Deco period inspired the
production of prints which had great emphasis upon geometric
formalization of motifs in the 1920s (Arte 1998: 611). In the same vein,
the proposed African print designs should change in themes from one
period to another but still retaining the design characteristics earlier
analysed.
Conclusion
African prints remain essentially Javanese in production
techniques. There is a relationship between the form styling of the
present prints and an amalgam of Javanese, India, Chinese, Arab and
European artistic traditions. The marketing of African prints has been
greatly enhanced by the retail traders who were the producers'
collaborators; they developed provocative indigenous names for each
design in their respective communities.
There has been widespread use of nature-based design motifs which
were styled from nonAfrican traditions right from the inception of
Africa prints in Africa. This shows that the term 'African
print', a misnomer was coined by its producers just to deceive the
African buyers. The deception has continued up to the contemporary
times.
Certain agencies must be sought for assistance in order to effect
and promote a new design format derived from the best of indigenous
textile traditions of Africa and ideas from Macquet treatise. Textile
stake-holders such as indigenous textile magnates, the Ministry of
Culture and Tourism and the Ministry of Commerce and Industry from
African countries could be sought for industrial partnership on this
project.
These are the arrowheads which could be persuaded into accepting
and accomplishing the project. In the alternative, the stake-holders
could be persuaded into voting certain funds annually as trust fund, a
coffer to be used for prosecuting this project to the stage when the
fabric becomes a product of export drive from Africa. It is most likely
that the Nigeria government will be interested in a project like this.
For example, it provided in April 2007 the sum of 80 billion naira
($650m) for the revival of cotton textile industry as well as for the
promotion of textile export (Aregbesola 2007 : 1, The Nation 2007:17) In
sum, the production and utilization of the proposed fabric should
engender within and outside Africa a new image for Africa.
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Tunde M. Akinwumi
Department of Home Science
University of Agriculture, Abeokuta, Nigeria