The fashion industry in Kenya is slowly growing. The middleclass is getting bigger and the interest for fashion among these consumers is increasing. One major problem for the growth of the industry is the extensive second hand trade, which has given several problematic affects. The textile production has almost disappeared, the western influences are evident and the consumer’s price sensitivity is prominent. The aim of this thesis is, by conducting a field study; to qualitative examine how to develop a strong domestic fashion brand on the Kenyan market and to give a foundation for a branding strategy for people involved within fashion in Kenya. Some of the major findings for this thesis are; the excessive second hand trade and its negative affect on the domestic fashion industry, the less developed fashion environment, the growing interest for fashion among Kenyan consumers and the low credibility the consumers have for domestic brands.