Here's How Orange Culture Is Adding Value To The Nigerian Fashion Industry - Mauvelli
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Here's How Orange Culture Is Adding Value To The Nigerian Fashion Industry

June 02, 2020 | by bolu | 0 Comments

Orange Culture is a Nigerian fashion brand founded and creative directed by popular fashion designer, Adebayo Oke-Lawal who started designing at the age of 10. The brand which was launched in 2011, was birthed from a need to create a movement that covers universal silhouettes with an African touch to a creative class of men.

"Through the Orange culture brand, we are creating a November translating into a heady mixture of Nigerian inspired print fabrics, colour and contemporary urban streetwear"- Adebayo Oke-Lawal

The brand creates outfits from avant-garde knits as well as bright colours that are suitable for self-aware, explorative and expressive people.

Target Customers

Although the brand started out by making distinct pieces for men and women, the creative director found his voice in designing men's wear when he noticed there was a gap to be filled in the Nigerian fashion industry. 

Due to the high demand for the outfits in the brand by women though, they started designing clothes that are gender fluid, such that they can be easily worn by both genders.

"When designing now, I think about 'how do I translate the clothes from a man's closet to a woman's closet, and ensure the pieces are transferable?'" - Adebayo Oke-Lawal

How Orange Culture Is Changing The Fashion Industry In Nigeria

Since the start of the brand in 2011, Orange Culture has been able to showcase at numerous fashion and design weeks, including the Lagos Fashion and Design Week, and London Fashion Week. This has earned him a well-deserved spot in the fashion industry in Nigeria, as he was recently listed under Forbes 30 under 30 people in the African creative industry.

In one of the very popular fashion designing awards, organised by the Louis Vuitton Moet Hennessy Brand, he was shortlisted among other top designers from Africa to compete for the first-ever LVMH Prize, in which Thebe Magugu, a South African fashion designer was pronounced the winner.

Apart from the fact that the Orange Culture brand takes their staff through rigorous training processes, and offers them the opportunity to attend skill acquisition initiatives, the creative director teaches and holds skill acquisition classes for budding fashion designers. 

Through his corporate social responsibility project, 'Painting Your Dreams', he uses art to inspire young people to believe in themselves.

Collections

The brand has released many fashion collections including AW20, SS20, Orange by Orange Culture, and many more. The collections, being introspective, are inspired by the shapes, prints, emotions, as well as fighting the stereotypes surrounding masculinity in Nigeria.

In the Autumn Winter 2020 Collection "The Flower Boy", Adebayo Oke-Lawal explored bright colours, knitwear, technical prints, androgynous silhouettes as well a vibrant array of jewels on the outfits. The outfits in the collection exhibit a strong confidence level and defiance for the regular masculine fashion.

Orange Culture is one brand that has definitely evolved over the years since its inception and is shaping the Nigerian fashion industry.

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