Last year, Indomie reigned supreme but this year, there is a fierce competition between ‘WhatsApp’ and ‘Facebook’ to celebrate Ramadan.
On the fringes of that fierce competition, ‘Enter the net’; ‘Pampers’; ‘Envelop’; ‘Tablet’ and ‘Pad’ are also making inroads.
These are names given to special lace fabrics that are in vogue for the celebration of Ramadan, as Muslim ladies maintain traditions on the Islamic calendar with the adornment of special lace fabrics.
The names given to the lace fabrics normally stem from anything popular during the course of the year, and so when Indomie was chosen last year, it was not surprising because the food was very popular within Muslim communities.
Essence of names
‘WhatsApp’ is a mobile phone application that has caught up so well with the youth in recent times and so naming a lace fabric after that application is quite understandable.
Like ‘WhatsApp’, ‘Facebook’ is also a popular technology on social media that has intrigued the youth in recent times, and so branding a lace fabric for it may be justifiable.
‘Tablet’ is also a technology in vogue among the youth in recent times, thus making it fitting enough as a brand of a lace fabric for the celebration of Ramadan.
‘Enter the net’ is a popular dance hall song that has enlivened social events in Muslim communities in the course of the year, and so it is appropriate for the Ramadan fashion makers to give it a thought.
However, it is difficult to decipher the basis or origin of the fabric brand ‘Envelop’, but what may be more intriguing to many people is the lace brands ‘Pampers’ and ‘Pad’.
The recent hullabaloo about the government’s decision to distribute sanitary pads to girls in senior high schools (SHSs) could not have been overlooked by the fashion makers in the naming of lace fabrics to celebrate Ramadan.
How names are selected
Asked how the names are selected for the lace fabrics, Mr Anwar Mubarak, a fashion designer located at Maamobi, said they were usually based on a controversial issue or item that had made headlines within a particular year.
He said with respect to the ‘Indomie’ lace last year, “It was because of the lucrative business that the product had created in that year; all of a sudden in every corner in Nima or Maamobi, there was an Indomie seller”.
He also recalled that some years back, the “Hummer Lace” emerged because Hummer had then been released and some rich people bought the vehicle and drove them around.
Asked why this year’s materials have different names, Mr Mubarak said it might be due to the different variety of items that had found their way into the lives of people.
For instance, he said, “Enter the net” was one of the hit songs of popular dance hall artiste, Shatta Wale, who resided in Nima.
Patronage
With the current economic challenges in the country, one might think that patronage of these fabrics would be low.
However, just like any product in vogue, patronage of the new range of lace fabrics has been good, as some shops reported of shortage of the fabrics in stock.
With prices ranging from Gh¢250 to Gh¢300, both the ‘WhatsApp’ and ‘Facebook’ lace fabrics are currently out of stock as a visit by the Daily Graphic indicated.
“My sister, the laces are hard to find on the market now. But there are other brands that you can go for if you want to buy,” Hajia Samira Gambo said.
At the Redeemer Clothing store located at Makola in Accra, Madam Janet Yeboah, who has been dealing in lace fabrics for more than 20 years, said she was surprised at the high patronage of the fabrics.
“New lace fabrics come in vogue every year but for this year, the ‘WhatsApp’ and the ‘Facebook’ have been well patronised such that they are now out of stock,” she said.
She said the lace fabrics imported from Nigeria were in high demand this year, saying, “Every customer that walks in wants either ‘Facebook’ or a ‘WhatsApp’ lace”.
Reason for patronage
For 23-year-old Samira Mubarak, a student, Ramadan comes once a year and so there was the need for her to celebrate it to the fullest.
“My sister, it is Eid- Ul Fitr that we are talking about. It comes once in a year and I need to thank Allah with all my body and soul.
“If it means spending Gh¢1,000 to buy a lace to thank Allah for how far he has brought me, why not?” she asked with a smile.
Another lady, Rabi Alhassan , said she had spent almost Gh¢1,500 on goods to celebrate the end of Ramadan.
Eid-ul-Fitr celebrations
Eid-ul-Fitr is celebrated on the first day of Shaw’waal, which marks the end of Ramadan.
On this day, Muslims are joyous for the health, strength and opportunities that Allah has given to them to fulfil their obligation of fasting and do other good deeds during the blessed month of Ramadan.
Source: Graphic Online