About Us

Our Mission

At Africa & Wild, our mission is to make beautiful, ethical and earth-friendly clothing, accessories, homeware and art prints, inspired by Africa, travel, the wild and the cosmos.

Our clothing is designed to be fashionable and fun, yet practical and comfortable, to make you feel incredible all of the time.

All Africa & Wild products are made in Fair Wear, GOTS (Global Organic Textile Standard), WRAP (Worldwide Responsible Accredited Production) and/or Standard 100 OEKO-TEX facilities and printed to order to be as ethical and eco-friendly as possible to avoid waste.

We also aim to support independent African artists, social enterprises and small businesses by bringing their products to a larger market, and as we grow we’ll be adding more to the store.

We donate 10% of our profits to incredible organisations in Africa providing women’s reproductive health (something that is very close to my heart) and family planning education, as well as reusable sanitary products which help to keep girls in school, avoiding menstrual absenteeism.

By buying our products, not only will you and your home look fabulous, but you will feel great, knowing that you are making a difference.

We’re so grateful that you’re here and hope that you love our products as much as we do!

Our Story

Hi, I’m Helen!

In 2009, I took my first solo trip through Africa – backpacking, volunteering and overlanding from Nairobi to Cape Town. I fell completely in love with the continent – the people, the wildlife, the art, the scenery. I felt alive like never before.

Back in the UK, I was missing Africa terribly. So, I started my own travel blog, Helen in Wonderlust, to share information, dispel myths about the continent, and encourage and help others travel in Africa.

I spent the next few years travelling to Africa as often as I could. My blog became my passion, and eventually my job and in 2016 I launched a small group Africa tour company called Rock My Adventure.

The aim was (and still is) to show people the ‘real’ Africa and give them the adventure of a lifetime, whilst supporting locally run small businesses and social enterprises in Africa.

We’ve now taken hundreds of people on epic, fun and culturally immersive trips through Kenya, Tanzania, Uganda, Rwanda, the DRC, Malawi, Zambia, Botswana, Namibia, South Africa, Eswatini, Mozambique, Morocco, Sierra Leone, Benin & Togo.

If you'd like to find out more about us, click here. Or watch the video below!


In 2020, following an operation for uterine fibroids and being ‘grounded’ by a global pandemic, I followed some of my other loves and trained as a yoga teacher, children’s yoga teacher, Reiki practitioner and Chakradance facilitator.

I'd always wanted to open my own store, but I'd never really had the time before. But now I did, so I brought together all of my passions – for Africa, travel, yoga, the chakras, social enterprise, rainbows, crafting, design, nature, the wild and the cosmos... and the result is Africa & Wild.

With love and gratitude,

Helen x