Fashion

HerBooJah™ — Fashion That Loves the Earth, Powered by You + AI 🌱📱✨

HerBooJah™ — Fashion That Loves the Earth, Powered by You + AI 🌱📱✨

HerBooJah™ is Africa’s first circular fashion tribe—a modular, Afro-urban style movement powered by EcoSwap™ and guided by both ancestral barter wisdom and modern AI. Inspired by Adam Smith’s Invisible Hand, our system transforms individual self-interest into collective sustainability: every time a user swaps, restyles, or rents an outfit for personal gain—saving money or switching up their look—they unknowingly help reduce textile waste and fashion’s environmental impact. Behind the fun is smart tech: EcoSwap™ learns from every styling choice to recommend new looks that keep wardrobes fresh without waste. Behind the style is a growing community—one that believes in owning less, loving more, and restyling everything. From playful swaps and restyle challenges to community drops and styling duels, HerBooJah™ is reimagining fashion as a joyful, connected, and conscious experience. Style it. Swap it. Re-love it. Live it.♻️

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Find Your HerBooJah Flow — Smart, Sustainable Style for Every Generation ♻️✨🔥

Find Your HerBooJah Flow — Smart, Sustainable Style for Every Generation ♻️✨🔥

At HerBooJah™, Style Is Personal. Impact Is Collective. ♻️✨ Fashion at HerBooJah™ is all about self-expression, versatility, and conscious living. Whether you’re bold, timeless, or uniquely unpredictable—our modular pieces and AI-powered EcoSwap™ system evolve with you. Your every style choice—whether to rent, restyle, or swap—feeds into a larger fashion movement. You look good, feel good, and unknowingly do good. That’s the Invisible Hand, reimagined in fabric. Find your tribe: 🔥 Gen Z (1997–2012) – Bold | Trailblazers who remix trends, spark movements, and serve looks with meaning. Loud, fun, and constantly reinventing. 🖤 Millennials Plus (1946–1996) – Classic | Effortless elegance with staying power. You blend timeless silhouettes with elevated edits and wear your values. 🌿 Ageless – Unique | Style beyond boxes. You mash eras, cultures, and moods into something unmistakably you. No rules, just rhythm. With EcoSwap™, refreshing your wardrobe no longer means buying more. Our rent-not-buy model and restylable designs make luxury accessible and sustainability effortless. Style smarter. Dress better. Swap with purpose. 💃🏾🕺🏽♻️

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🔥 Twin Flame Collection 🔥 — The Green Shift 💚

🛒 Add to Cart. Add to Earth 🌍
Tree
  

UNO Every’Wear: The Everyday Loungewear

₦100000

UNO Every’Wear is a playful two-piece loungewear set made for comfort, connection, and self-expression. Crafted from soft cotton-knit fabric, it features a detachable hoodie and swappable pins that let you wear your mood on your chest, literally. From “Partner In Crime” to “Soft Life,” your outfit says what you feel. Whether you’re cosying up at home or stepping out in style, UNO makes loungewear fun, functional, and full of personality.

HerBooJah
HBJ-UE-CW-MTC-RLX
🛒 Add to Cart. Add to Earth 🌍
Tree
  

Missing Ribbed — Style That Finds Its Match 🧩🖤

₦100000

Missing Ribbed is a fluid two-piece set designed for movement, ease, and expression. Cut from soft sage ribbed fabric, it features raw-edged finishes and bold silver eyelets for a touch of edge. The top includes a detachable hood that laces on through the eyelets, letting you layer or strip back depending on your mood. The matching trousers convert into tailored shorts, giving you styling freedom in any setting. Please Note: Eyelet size and placements may vary slightly from piece to piece due to our handcrafted finishing process—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-MR-CC-TLG-RLX
🛒 Add to Cart. Add to Earth 🌍
Forest
  

The Office Set: Power Couple Mode ⚡🤍

₦200000

Who says workwear can’t flirt? The Office Shirt matching set brings swappable elegance to both sides of the story. With detachable collars, interchangeable pockets, and modular pants, it’s your shared statement in versatility. Her version comes with a cinch-back for extra shape; his keeps it cool with tailored confidence. Together, it’s balance. It’s brilliance. It’s two-piece power—multiplied. #TwinFlame #MatchInModularity #OfficeButMakeItOurs Please Note: EcoSwap™ pockets may vary from piece to piece—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-TOS-TWP-OFW-RLX
🛒 Add to Cart. Add to Earth 🌍
Forest
  

The Office Set — The Sharp Switch-Up 👔✨

₦100000

Crisp lines, clean edges, and collar-to-pocket versatility—that’s The Office Shirt. Designed to go from boardroom to after-hours with ease, this swappable piece features detachable collars and interchangeable pockets, giving you the power to remix your look without changing your shirt. Sleek ropes at the back let you cinch it in for a snatched silhouette, while hidden sleeve straps keep your roll-ups neat all day. The matching trousers? Just as clever—with back pockets you can switch to suit your mood. It’s not just a shirt—it’s your Monday-to-any-day flex. Please Note: EcoSwap™ pockets may vary from piece to piece—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-TOS-TWP-OFW-RLX
🛒 Add to Cart. Add to Earth 🌍
Forest
  

The Office Set — The Clean-Cut Remix 👕🖤

₦100000

Structured, effortless, and quietly bold—The Office Set is your go-to for polished ease. With detachable collars and swappable front pockets, the shirt adapts to every vibe without missing a beat. The no-fuss tailoring keeps it clean, while concealed sleeve straps lock in your rolled-up look. Paired with crisp trousers featuring modular back pockets, this 2-piece set is a masterclass in minimalism with a twist. For work, play, or both—this fit works smart and looks smarter. Please Note: EcoSwap™ pockets may vary from piece to piece—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-TOS-TWP-OFW-RLX
🛒 Add to Cart. Add to Earth 🌍
Tree
  

Frost Bite — The Chill-Wrapped Fit ❄️🤍

₦100000

Frost Bite is a sleek off-white ribbed set designed for relaxed style and cozy ease. The raw-edged top pairs with fur-trimmed trousers that feature concealed panels, allowing the pants to transform into tailored shorts. Comfortable, versatile, and effortlessly stylish, it’s built to move with you. Please Note: Fur size and placements may vary slightly from piece to piece due to our handcrafted finishing process—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-FB-CC-OFW-RLX
🛒 Add to Cart. Add to Earth 🌍
Forest
  

Frost Bite — The Chill-Wrapped Fit ❄️🤍

₦150000

Frost Bite is a chic off-white ribbed dress with soft fur accents, crafted for cozy comfort and effortless style. It features a thigh-high front slit with loop-button closure—bold when left open, modest when buttoned. The detachable fur halter neckline doubles as a neck-and-shoulder accent or can be removed for a sleek, strapless tube-dress look. Stylish, snug, and endlessly adaptable. Please Note: Fur size and placements may vary slightly from piece to piece due to our handcrafted finishing process—no two fits are exactly the same, and that’s the charm.

HerBooJah
HBJ-FB-CC-OFW-RGL
🛒 Add to Cart. Add to Earth 🌍
Tree
  

North Flame: When Fire Meets Ice 🔥🧊

₦300000

North Flame is a bold yet refined couple’s set that marries the fluid elegance of Midnight Flame with the calm sophistication of North Pole. Her look flows in a silky, ripple-textured halter-neck bubu with glistening batwing sleeves and a detachable EcoSwap™ strap that shifts from waist cinch to collar accent. His style stays sleek in a smooth, relaxed-fit striped kaftan with slit-leg trousers, extended cuffs, and the signature EcoSwap™ flap. Together, they embody effortless sway and modular grace—quietly powerful, endlessly restylable.

HerBooJah
HBJ-NF-KBB-BLK-RLX
🛒 Add to Cart. Add to Earth 🌍
Forest
  

Frost Bite: The Chill-Wrapped Fit ❄️🤍

₦250000

Frost Bite is a matching couple’s outfit in off-white ribbed fabric with soft fur accents, designed for effortless style and cozy comfort. The women’s dress features a thigh-high front slit with loop-button closure that can be left open for a bold statement or buttoned for a modest look. Its detachable fur halter neckline can be worn as a chic neck-and-shoulder accent or removed entirely for a clean, strapless tube-dress finish. The men’s set includes a raw-edged ribbed top paired with fur-trimmed trousers, which have concealed panels that detach to transform the pants into shorts. Stylish, snug, and endlessly adaptable, Frost Bite is made to move with you.

HerBooJah
HBJ-FB-CC-OFW-RGL
🛒 Add to Cart. Add to Earth 🌍
Tree
  

Midnight Flame — The Ember-Wrapped Bubu 🔥🖤

₦100000

Midnight Flame is a fluid halter-neck bubu dress crafted from silky, ripple-textured fabric with glistening batwing sleeves. Designed for effortless grace and fierce softness, it features a detachable EcoSwap™ waist strap that transforms into a collar-style neck strap—linked to the sleeves or styled solo. A modular masterpiece for the bold and elegant—quietly powerful, endlessly restylable.

HerBooJah
HBJ-MF-BB-BLK-RLX

🌱 Why Waste? Why Wait? SHOP SMART Today! ♻️

Shop Sustainably Here 💚
0 Products 🔥 Gen Z (1997–2012) | Bold
Shop Sustainably Here 💚
0 Products 🖤 Millennials Plus (1946–1996) | Classic
Shop Sustainably Here 💚
0 Products 🌿 Ageless | Unique

Saving Table

₦150000Year

EarthSaver 🌱 (Basic)

  • For eco-conscious style lovers who want flexible, low-commitment access to sustainable fashion.
  • Best suited for:
  • 🎯 Students, young professionals, and minimalist fashionistas who love to rent or swap stylish looks while earning on the side.
  • Includes:
  • ✅ Access to 1 active Swap or Rental at a time
  • ✅ Annual Outfit Ownership: 1 modular outfit every year
  • ✅ 5% Discount on purchases
  • ✅ Creator Code: Earn 10% commission on every swap/rent/buy made with your code
  • ✅ ₦2,000 EcoCredit bonus per transaction
  • Not included:
  • 🚫 Styling Support
  • 🚫 Access to Limited-Edition Drops
  • 🚫 Birthday Gift
Save the Earth 🌱
₦400000Year

GreenVanguard 💚 (Advanced)

BEST SAVER

  • A bold step up for trendsetters who want more access, more perks, and more impact.
  • Best suited for:
  • 🎯 Content creators, eco-conscious influencers, and fashion-forward professionals who want early access to limited drops, more swap flexibility, and extra earning power.
  • Includes:
  • ✅ Access to 2 active Swaps or Rentals at a time
  • ✅ Annual Outfit Ownership: 2 modular outfits every year
  • ✅ 10% Discount on purchases
  • ✅ Creator Code: Earn 15% commission on every swap/rent/buy made with your code
  • ✅ ₦3,000 EcoCredit bonus per transaction
  • ✅ Access to limited-edition drops
  • Not included:
  • 🚫 Styling Support
  • 🚫 Birthday Gift
Style Sustainably 💚
₦1000000Year

JahMode Elite 👑 (Premium)

  • Ultimate access. Unmatched style. Powered by purpose.
  • Best suited for:
  • 🎯 High-visibility creators, fashion collectors, stylists, and public figures who want exclusive perks, quarterly outfit ownership, and leadership in the circular fashion revolution.
  • Includes:
  • ✅ Access to 4 active Swaps or Rentals at a time
  • ✅ Annual Outfit Ownership: 3 modular outfits every year
  • ✅ 15% Discount on purchases
  • ✅ Creator Code: Earn 20% commission on every swap/rent/buy made with your code
  • ✅ ₦5,000 EcoCredit bonus per transaction
  • ✅ Priority access to limited-edition drops
  • ✅ Personal styling support
  • ✅ Birthday treat: Free styling + outfit rental
Heal the World 🌍
Our Purpose: Mission, Vision & Impact 🌍✨
🌟 Mission: Designing Joyful Sustainability for Africa’s Creative Economy

At Brand.it Africa, we don’t preach sustainability—we design it to be fun, expressive, and self-rewarding. From fashion and hospitality to storytelling and talent, we build for the jobs people want done: to look great, save money, stand out, and feel connected. With EcoSwap™, AI personalization, and a circular rent-not-buy model, we turn individual style choices into collective climate action.

🚀 Vision: A World Where African Creativity Leads, Stylishly and Sustainably

We envision a future where modular wardrobes are the norm, barter becomes digital, and trends rise from Abuja to Kigali to Johannesburg. A future where every generation finds their flow—powered by AI, rooted in heritage, and driven by community.

🌱 Impact: Turning Personal Style into Collective Climate Action

✔️ Circular Fashion Innovation: HerBooJah + EcoSwap™ make style flexible, waste-free, and wildly fun.
✔️ Eco-Luxury Hospitality: Luxury Oasis offers curated, low-impact short-let experiences.
✔️ Cultural Storytelling: Brand.it Studios elevates African identity through bold, premium content.
✔️ Talent-Driven Systems: H&E Models nurtures Africa’s creative stars and models circular success.

🌀 The Invisible Hand—wrapped in Asooke, coded in AI, and styled with joy.

Gallery

Project Twin Flame: Creativity X Culture 🌍👗✨ HerBooJah’s signature showcase, Project Twin Flame, co-hosted with Elimani, brought cutting-edge fashion and sustainable innovation to life. With backdrops sponsored by Jameson & Heineken 🍀🥃🍺, the event featured vibrant runway presentations, live entertainment 🎶🪩, and our EcoSwap™️ innovation ♻️👕—all set in two iconic Abuja venues. A stylish fusion of design, culture, and eco-consciousness.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

F.A.Q

HerBooJah is an Afro-urban fashion brand making sustainability fun, expressive, and earth-conscious. Through our signature EcoSwap™ model, we offer modular outfits you can buy, rent, or swap—helping you refresh your style while reducing waste.

Rooted in Africa’s creative and communal spirit, we blend AI technology, modular design, and circular fashion to bring joy to conscious living. At HerBooJah, fashion isn’t just what you wear—it’s how you care for the Earth and share with your community.
Our modular pieces are crafted for style flexibility, creative expression, and conscious living. Each design allows you to swap, layer, or restyle with ease—reducing waste and refreshing your wardrobe without the guilt. It’s sustainability made stylish, smart, and fun.
EcoCredits are loyalty points you earn for every sustainable action—like Swapping, Renting, Buying, Referring, Reviewing, Recycling, or Sharing your look. You can use them for discounts, upgrades, or exclusive perks.
Your Eco ID is a unique code assigned when you join a membership tier. It tracks your circular actions and unlocks rewards. You earn EcoCredits or commissions for every Swap, Rent, Buy, Referral, Review, or Share.

We have three membership tiers:
  • EarthSaver 🌱 (Basic): ₦2,000 EcoCredit bonus per transaction
  • GreenVanguard 💚 (Advanced): ₦3,000 bonus per transaction
  • JahMode Elite 👑 (Premium): ₦5,000 bonus per transaction
Share your look on Instagram or TikTok, tag @herboojah and use #EcoSwap and #EcoSwapByHerboojah to earn bonus EcoCredits based on your outfit’s Swap Points:
  • 🌱 Seedling (1 Swap Point): ₦1,000 bonus
  • 🌳 Tree (2 Swap Points): ₦2,000 bonus
  • 🌲 Forest (3+ Swap Points): ₦3,000 bonus
All rentals and swaps are valid for up to 7 days, with the option to renew depending on availability.
Yes, you can! Select the “Bespoke Order” option at checkout, and submit your measurements using our Bespoke Measurement Guide. Custom designs may take a bit longer to deliver.
You can reach out to us to check availability for purchase. If the item is modular, you may also buy specific parts to restyle it further.
We offer one free alteration (within Nigeria) on bespoke orders. Just contact us within 3 days of receiving your outfit, and we’ll sort it out.
Yes! We offer a detailed size chart along with Slim, Regular, and Relaxed fit styles. Bespoke options are also available with a measurement submission guide.
Our pieces are made thoughtfully and sustainably. Please allow up to 14 business days for production and handling. Shipping takes an additional up to 10 business days, depending on your location.
Yes, we ship worldwide 🌍. International delivery may take up to 10 business days after your order is dispatched. Customs fees may apply depending on your country.
Absolutely! Once your order is shipped, you’ll receive a tracking link via email or WhatsApp. You can follow your order’s journey in real time.
Yes, we do! For customers who need their outfit faster, we offer Express Delivery within 7 days at an additional 50% fee. Just select the ''Express'' option at checkout or contact us directly after placing your order.
We accept bank transfers or mobile payments for local transactions, and PayPal or Wise for international transactions. All payment details will be shown at checkout. Otherwise, contact us.
Yes, you can return an item within 5 days of delivery as long as it's unused, unwashed, and in its original condition and packaging.
Please note that custom-made (bespoke) or worn items cannot be returned or exchanged.
Customers are responsible for return shipping. Once we receive the item, we’ll process a refund or store credit within 7 business days.
No. We do not sell your personal data in the traditional sense. We may share or license aggregated, anonymized, or de-identified data (which cannot identify you personally) with trusted partners or researchers for business development or sustainability insights — always in compliance with data protection laws.
We may share non-personal insights such as:
  • Circular fashion trends (swap, rent, buy behaviours)
  • Product durability and performance data
  • Community engagement patterns
  • Aggregated user demographics (not individual profiles)
We believe in advancing the circular fashion movement. Sharing anonymized insights helps us:
  • Improve our services
  • Support research in sustainability
  • Partner with brands and institutions to drive positive change
  • Build stronger, community-led fashion systems
No. Your personal activity remains private and is only used to provide you with your services and benefits. If aggregated data about community activity is shared, it will never include identifiable personal information.
You can always contact us at hello@branditafrica.com to request limitations on how your data is used beyond what is required to provide core services.

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  • Abuja Federal Capital Territory, Nigeria