Musicians Uncle Vinny, Nadia Nakai and Roiii launched their long-awaited clothing line on Monday, 12 December.
They partnered with Kyle Brown and Zanda Isaacs, who co-founded a company called Mercha.
Zanda said the platform will allow African brands and musicians to sell and design their merchandise.
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"Nadia, Vinny and Roii are the first to be accepted into the Mercha family, with plans to add more acts from across the continent next year.
"This means that fans all over the world can now finally access and easily purchase Mercha from African artists. Plus, the artists themselves will earn royalties for each sale, giving African artists a new and much needed income stream.
"Everybody wins. We hope this will continue to grow and benefit both artists and fans alike," said Zanda.
"For the first time ever, artists can design, create and sell their merchandise all in one place for free. No set-up costs or subscriptions."
He said the idea was also to help artists make more revenue streams for themselves. "We understand and experience the problems faced by local music artists first hand. Working in the music industry for years, we knew we had to open up a new revenue stream for artists. For the first time ever, African artists can design, create, sell and fulfil their merchandise for free. The best part is that Mercha facilitates the entire process and items can be delivered anywhere in the world," he said.
Zanda said they'll use their platform to be a home for Africa's musicians and brands. "The aim of the platform is to make it easy for fans from all over the globe to purchase their favourite African musician's merchandise, while giving artists an easy-to-use e-commerce platform that handles all the logistics for them at no cost," he said.
He said people can buy the merchandise online.
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"It's pretty simple. Fans can log onto the Mercha website and browse through the different artist's available merchandise. Once they find something they like, they can easily add it to their cart, choose from our multiple payment and shipping options, and check out," he said.
Zanda said Uncle Vinny's merchandise will be available from next week.
