How FIXBYO’RINGA revolutionises African print

Uganda is one of the countries where fashion is constantly evolving. One brand is making waves by redefining African print clothing.

FIXBYO’RINGA, a fashion brand based in Kampala, Uganda, is on a mission to revolutionise African print fashion in a modern way.

Founded by an ambitious and creative entrepreneur, Sharon Aber Oringa, the brand has gained a loyal following locally and internationally for its unique approach to African attire.

“My biggest achievement so far aligns with my purpose of getting people to embrace and re-wear African print clothing,” Oringa says.

She derived the brand name FIXBYO’RINGA from her family name, embracing its local and traditional roots.

“I decided to use it because it’s authentic, deeply cultural and represents my heritage,” Oringa explains.

She founded FIXBYO’RINGA while still at university and has never sought employment elsewhere, dedicating herself to building her brand from the ground up.

Journey to success

Located at Motiv on Old Port Bell Road, FIXBYO’RINGA currently employs four people — three tailors and a personal assistant. From a humble start, the brand has grown into a recognised name in the fashion industry, selling to clients across Uganda and beyond.

The founder’s journey hasn’t been without challenges.

Oringa (right) says social media has helped her business grow. Courtesy Photo

Coming from a family that initially did not support her decision to pursue fashion, she had to prove that creative businesses could thrive.

“My father wanted me to be a lawyer because I was the best student in my school and got a government scholarship to university, but I followed my passion,” Oringa shares.

With high expectations placed on her, Oringa struggled to focus on her passion as her father believed she was destined for a white-collar career.

“It was really hard, but I didn’t give up,” she says.

Innovation in African print fashion

What sets FIXBYO’RINGA apart is its ability to modernise African print, while staying true to its cultural essence.

The brand mixes and matches different prints, plays with colours, and incorporates contemporary fabrics into traditional designs.

“I create any modern design a client presents to me, but the key difference is that it’s in African print. I love seeing clients appreciate the craft and lean into wearing these designs,” Oringa explains.

FIXBYO’RINGA specialises in making statement pieces for women, children and men, ensuring they stand out with vibrant and bold designs.

“People outside Africa love African print fashion a lot. They buy and even pay more for shipping. That’s why I also ship worldwide,” Oringa notes, adding that she envisions opening stores in other countries to make the brand more accessible.

She aims to revolutionise and revive African print fashion, especially for the modern girl, by blending traditional designs with contemporary styles.

Oringa says her goal is to celebrate African heritage while making it relevant, stylish and accessible for today’s generation.

Education is a lifelong journey, and learning never truly stops. “I learn, unlearn and relearn every day,” she says.

Studying entrepreneurship provided her with a strong foundation for building a robust business, equipping her with essential skills in marketing, legal aspects, and overall business processes.

“It also helped me understand the importance of customer relationships, which are key to any successful venture. Through continuous learning, I have been able to adapt, grow and navigate the ever-evolving business landscape,” Oringa says.

Recognition and achievements

The brand’s excellence has not gone unnoticed. In 2022, the founder participated in a fashion masterclass with the Guinness Bright House Tour in Gulu, an initiative aimed at promoting creatives.

Earlier last year, Oringa was recognised at the Motiv Omwoleso Community Impact Awards for making a positive difference through her creative business.

Additionally, for two consecutive years, FIXBYO’RINGA has styled and dressed ambassadors for the Bell Obafest, a major festival in Uganda.

The brand has sold outfits in over 15 countries, including the USA, the UK, Germany, Italy, Sudan, Kenya, UAE, Scotland, Tanzania, Congo and Russia.

Oringa says: “I source my prints from Uganda, but I also work with suppliers from Congo and Nigeria, who send me unique fabrics.”

Each outfit is priced differently, depending on the production process and the type of fabric used.

“My pieces start from as low as sh50,000 and the production time ranges from one to three days at most,” Oringa explains.

Thanks to a dedicated and supportive team, she ensures efficiency, while maintaining highquality craftsmanship in every design.

The role of social media

Social media has played a crucial role in the growth of FIXBYO’RINGA, allowing the brand to reach a global audience.

“I have sold to strangers who just love my craft and buy from all over the world. My clients have become my biggest support system,” Oringa says.

Through platforms such as Instagram and Facebook, the brand showcases its designs, interacts with customers and receives orders from both local and international markets.

“Social media is the best thing that happened to entrepreneurs today,” she says.

Oringa says she draws her inspiration from market trends, ideas that take shape in her mind and the dynamic nature of events around her.

“Social media also plays a crucial role in shaping my perspective, helping me contextualise my ideas and, at times, drawing creative sparks from other creators.”

Looking to the future

As FIXBYO’RINGA continues to grow, Oringa’s vision remains clear; to become the leading producer of African print fashion and accessories in East Africa and, eventually, across the continent.

“African print fashion is very unique and versatile if understood. My goal is to ensure people continue to appreciate and wear it with pride,” she says.