Frieda Etuhole Mukufa announced the official launch of her brand Damn_Etu, through a live experience that combines poetry, music and storytelling. 

Described as both a celebration of her creative journey and the beginning of a new chapter, the event, slated for next month, marks the first time her work will be presented in its full, individual form.

The launch will take place at Etcetera in Windhoek. 

This place was chosen because it is a space designed to reflect the brand’s energy.  It is bold, intentional and deeply rooted in African creative expression.

“I am ready to honour the work I have done, the voice I have nurtured and the creative vision I have carried for years. For the past five years, I have poured myself into collaborations and collective platforms, many of which didn’t leave space for my growth. This is me choosing to centre myself – gratefully and proudly,” she stated.

The artist said Damn_Etu is crafted to embody not only their artistry but also their unique perspective, voice and truth. 

She called it “bold but grounded, and soft yet intentional”, a reflection of their creative duality and deeply personal vision. “The idea has grown with me over the years. From my first steps into poetry to working with different brands and organisations, I’ve always been building towards something personal and lasting,” said the poetess.

Mukufa added: “Damn_Etu is a love letter to my younger self, to every woman carving out her own lane, and to everyone who has seen my work and supported me from the day”.  The writer reflected on how poetry was a quiet anchor in her life, describing it as second nature, an instinct as natural as breath. 

It gave her the language to tell stories, especially her own, and to shape narratives woven with truth, tenderness and a resonance that invites others to see themselves within the lines.

“I’ve been behind a lot of meaningful work – campaigns, performances and workshops. But this is the first time I’m putting my name fully behind something that represents me. 

“The concept came from wanting to blend everything I love – language, visuals, storytelling and performance – into one experience,” she said.