Eswatini fashion entrepreneurs urged to prioritize brand registration

Eswatini’s fashion entrepreneurs are being encouraged to treat intellectual property (IP) as a vital business asset to build scalable and export-ready enterprises. During the ‘IP Runway: The Business of Fashion’ workshop, Eswatini Intellectual Property Office (EIPO) Registrar Dr. Celucolo Dludlu emphasized that brand registration is the essential starting point for designers to protect their identities and commercialize their work.

Dludlu noted that strong IP protection allows designers to differentiate products, maintain control over their brands, and potentially command premium prices in new markets. The IP Runway program aims to provide practical training in brand development and market access. Additionally, a pilot initiative is exploring international opportunities to connect Eswatini designers with the United States market, with the broader goal of ensuring African designers capture more economic value from their creativity.