ONE WAY, a premium leisure-wear fashion designer label, has been creating captivating and authentically African designs for the casual clothing aficionado, since its inception three decades ago. This renowned label has been manufactured by STRAIGHT LINE ENTERPRISES LTD, the brainchild of the founder and managing director Permod Malhotra.
T-shirts were the first in the series of clothing to be introduced. The product range rapidly expanded to include safari-wear, fleeces, kikoys (also known as kikoi, sarong, wrap-around, khanga), toweling, caps and linen.
Focus on quality and adapting designs to the environment it operates in, has lead to the company's reputation as the East African leader in its market segment. 30% of ONE WAY's production is for the East African market and 70% is exported.
The ONE WAY label has extensive penetration into the hotel and tourism industry in Kenya, Tanzania, Zanzibar and Uganda, supplying top boutiques and hotel chains, to name a few – the Serena chain of hotels and lodges, the Hilton group and Sopa Lodges. On the duty-free front, we supply the Kenyan Duty Free and Transit Duty Free in Dar es Salaam, Arusha and Entebbe.
We have several outlets selling exclusively ONE WAY in the East African region and also supply buyers in Germany, Finland, Greece and the United Kingdom who import from us for niche markets.
KIKOY: for centuries the traditional "Kikoy wear" Kikoys have been used in East Africa as an all-rounder. You may use your "Kikoy" as a wrap-around at the beach, at home as a table cloth or a groundsheet on a picnic. Let your imagination run wild, and decide the "Kikoy-wear" use!