When Adebayo Oke-Lawal started the OrangeCulture brand, he didn’t just want to create a brand that spelled bold and unconventional. He didn’t want to create a brand whose functions would be limited by the idealistic definitions of normal. He wanted to create a brand that could double as a movement; a brand that created a beautiful illusion of disbanding a stereotype around the traditional, and provided some form of safe house for those who sought. He wanted a brand that effortlessly spelled liberation, and sat on the premise of freedom, as it provided comfort to its wearer. He wanted to create a brand that inspired younger people, men especially, to be as free and fierce as the desert wind, while teaching, nurturing, and mentoring. True to that, Bayo has set a pace that’s positively impacting a select generation of Nigerians (and beyond).
The Nigerian fashion industry is no doubt known to be one of the biggest producers of talents and creative spirits, with its inhabitants making, winning, and setting smattering benchmarks. While these pioneers try to influence younger creatives through their high-end brands, the metrics aren’t so high on those who are actually translating these “shows” to “actions”, and intentionally inspiring creatives seeking to attain such heights. Adebayo Oke-Lawal, the Founder and Creative Director of Orange Culture is actively translating his works to actions, and inspiring a huge amount of people.
Read Also: Bowing out in grand style
The Orangeculture brand is a Lagos, Nigeria-based androgynous menswear brand that caters to those who are looking to overhaul a narrative of traditional menswear. One of the better parts of the brands’ establishment is that it doesn’t just end on the need to create clothes that manifest androgyny but also furthers down the reins of change towards relationships, perceived masculinity, and traditional normative living. The Orangeculture brand is an androgynous menswear brand that incites a movement. It’s been 10years, and we’ve used this platform to tell stories that are emotionally intelligent and socially conscious, Bayo explains over a zoom call.
No doubt, a daring brand that’s survived the Nigerian (and beyond) market for 10 whole years, must have attained an admirable level of experience. Since those years of inception, the brand has created collections that varied from Summer Quirks, Etched Journey, PRETTY, to Orange Moon, Honest, etc. Through these productions and real hard work, he’s gained recognitions including being a finalist for the prestigious LVMH and Woolmark Awards. In order to inspire, advise and direct folks looking to explore the creative space, he Founded a flagship program, OrangeMentorship.
Read Also: Tayo Onilogbo: Car dealer breaking new grounds
“Because there was really so much I didn’t know about or had access to — brand launching, factory workings, logistics, and so on, I thought to create a platform that’ll make it easier for young people,” Bayo explains. He also talks about how there were no [established] fashion schools at the time, and how access seemed impossible. With this platform, I aim to bridge the gap between participants, designers, fashion professionals, and the likes,” he says.
During the pandemic, The OrangeMentorship program which started off as a physical meeting had to adjust like every other activity. Although the pandemic did affect a lot and caused a change of learning media, the designer is grateful because it’s allowed for flexibility and reach. “This way, I have reached more people than I normally would. Although the lockdown’s been lifted here in Nigeria, we still plan to continue going digital, or do a hybrid of physical and digital classes… and quite frankly, the reception has been great. We’ve received kind messages from folks, and they’re looking forward to each of our sessions.”
With brands releasing their SS/21 and AW/21 collections, Bayo explains how some of the designers who have benefited from the program are already currently working on their SS/22 collections. With the OrangeMentorship program, he’s inspired young creatives through working with and inviting other fashion pioneers such as Omoyemi Akerele, Mai Atafo, Ugo Monye, Andrea Iyamah, Tobi Idowu, Akudo, Nkwo, Teni Sagoe, The Style Infidel, etc. As he tells us to keep fingers crossed for the soon-to-be Amazing session with Rich Mnisi, one of South Africa’s best designers, he draws attention to how his collaboration with The Folklore and Nataal Media has helped give designers a shot at the global market. “I have worked with them in times past, and they really do focus on giving designers a chance. I needed to work with them because we all had a passion for the African Fashion industry, and needed to change the stereotypes of what African fashion was perceived to be.”
As we drew the meeting to a conclusion, the talented and selfless designer explained that he tries to manage the schedule, get and book the right people on, and make sure that they seamlessly deliver in the end. “I actually enjoy doing all of this, so it’s not much of a hassle. Time zone differences, limited time, and connection services can cause a bit of problems, but we try to manage it. It’s been good so far,” he says. “Also, I love to see people learn. The positive feedback has been tremendous. You know, being able to survive in the Nigerian Fashion market as an androgynous brand is indeed something. Creating a brand that lasted a decade is really an accomplishment. I love how I’m using the platform to create opportunities. It’s a huge motivation for me,” he goes on to add.
Advising young creatives, he follows on the thread-like other designers putting an endorsement on hard work, difference, networking, and challenging efforts. He also advises that nascent brands use every available resource — books, videos, audios, pictures, basically anything that seeks to inspire minds.
“To build a fashion brand that stands the test of time, designers have to embrace working hard and putting in the work. It’s usually not as glamorous as it seems, so be ready for the challenges. Gain knowledge and try to make opportunities for yourself. Learn; Learn virtually or physically. Understand that in order to build a brand that speaks directly to you and tells your own stories, there are no copying or competitions.”
