Rwanda has made many forays into global fashion retail markets over the years. Rwandan products have been sold in the world’s most successful retail outlets from Costco to Macy’s to Anthropologie. The textile industry in East Africa provides an opportunity for massive growth in low skilled employment, helping countries make the leap from being primarily agriculture-based economies. To-date these endeavors have been driven by the unique characteristics of the supplier – an African style or an African story. They have seldom, if ever, been built around long-term sustainable market demand. Because of that, the potential for this industry continues to remain unrealized across the region.