New designers pop up everyday and quite a few of them are undoubtedly talented. We’ve had our eyes on quite a few up and coming brands and we will be highlighting some of the major on-the rise- brands you need to know in the Discover series.
I started to think of sustainability of the fabric, how it can be put to more use aside the regular ceremonial clothing that it is. The first thing that struck me was sneakers. I am a sneaker fan so that immediately grew on me.
On why they started their line
ETHNIK BY TUNDE OWOLABI was started out of curiosity, love of culture and design. In 2012, I was researching the different traditional headties from different cultures for my art exhibition and then I noticed most of the images on the internet were that of Yoruba women wearing aso-oke. I was quite fascinated by the fabric, the colors, the art of weaving and the rich history. This led me to learning more about the fabric and how it came about. After my research and documentary, I had an exhibition named ‘Aso-Oke The Woven Beauty” in 2014. After a successful exhibition, I started to think of sustainability of the fabric, how it can be put to more use aside the regular ceremonial clothing that it is. The first thing that struck me was sneakers. I am a sneaker fan so that immediately grew on me. I knew I could create something that will look super cool on both young and old, something young people will be proud to wear. The brand Ethnik was born in 2015 and we have since grown from just 2 members of staff to 7, with additional 5 contract support staff who provide other essential services.
On the favourite celebrity they’ve dressed and their thoughts on the influencer to economy.
To us we don’t have a favorite but a few people in Nigeria have supported our brand, like Kemi Adetiba, Sound Sultan, Bez, Adekunle Gold, etc and we are grateful for their support. We are open to working with like minded creatively thinking celebrities whom we can share ideas and make magic together. When they come knocking, we will be ready to receive them. Also internationally, there are quite a number of them we are keeping our fingers crossed on, like Swizzbeatz and Jay Z. Main reason for these two is because of their inclination to [support] the arts.
Who is the ETHNIK Consumer?
That stylish, fearless individual who is inspired by culture
On style inspiration
Culture, people, travel, food, books, nature and fellow artists.
We believe influencers have a massive impact in the fashion industry. They are often underrated and they are they voice of the consumers as well as trendsetters in fashion.
How would you describe your label?
Ethnik is a contemporary Afrocentric brand that is disrupting the norm. We are recreating tradition that had been in existence and making them contemporary. We are dynamic and constantly searching for ways to keep being relevant while creating top quality fashion accessories.
What do you believe should be the foundation of every woman’s wardrobe?
A beautiful Ethnik Bag.
Who: Tunde Owolabi, Creative Director of ETHNIK By Tunde Owolabi.
What: Contemporary accessories brand with a focus on sustainable textiles and culture.
Where: Shop ETHNIK By Tunde Owolabi. on their website. Follow them on Instagram @ethnikbytundeowolabi
Are you a fan of ETHNIK By Tunde Owolabi ? If you’d like to be featured or there is a brand you think we should feature email style [at] bellanaija dot com. We’d love to hear from you!
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Nice review on Ethink brand. Do they provide delivery overseas? As I liked some of their products, I would like to purchase sneakers. Looking forward to your reply. Thanks for the useful review.