Redefining “Go Local” in Nigeria’s fashion industry

In the effervescent streets of Lagos, amidst the cacophony of sounds and the vibrant swirl of colours, lies a hidden gem: a small tailoring shop run by Tunde Adeyemi.

Tunde, a third-generation tailor, learned the craft from his father, who learned from his father before him. This modest shop, with its simple wooden sign and old sewing machines, is a testament to Nigeria’s rich tradition of craftsmanship.

Yet, Tunde’s creations have graced the runways of New York Fashion Week, and his designs have been featured in Vogue.

Tunde’s story is a powerful illustration of Nigeria’s competitive advantage in the global fashion industry. By embracing and amplifying local craftsmanship, Nigeria can carve out a unique niche on the world stage. Here’s how Nigeria’s competitive advantage can be harnessed and optimised:

1. Rich Cultural Heritage: Nigeria’s diverse cultures offer a plethora of unique patterns, textiles, and designs. From the intricate Aso-Oke of the Yoruba to the vibrant Ankara prints of the Igbo, these traditional fabrics tell stories of history and heritage. Designers like Lisa Folawiyo have successfully merged traditional prints with contemporary fashion, creating globally acclaimed collections.

2. Skilled Artisans: Nigeria boasts a wealth of skilled artisans adept in weaving, dyeing, and embroidery. Empowering these artisans through training and providing platforms for them to showcase their work can elevate Nigeria’s fashion industry. The resurgence of Adire, a traditional Yoruba dyeing technique, exemplifies this potential.

3. Innovative Designs: Nigerian designers are known for their creativity and innovation. By blending traditional elements with modern aesthetics, designers like Maki Oh and Deola Sagoe have garnered international recognition. Encouraging more designers to experiment and innovate can further enhance Nigeria’s global standing.

4. Youthful Population: With over 60 per cent of its population under 25, Nigeria has a youthful and dynamic demographic eager to embrace new trends. This provides a ready market for locally produced fashion and a pool of potential designers and entrepreneurs.

5. Sustainability: In an era where sustainability is paramount, Nigeria’s local production methods, which often rely on handcrafting and natural dyes, offer an eco-friendly alternative to mass production. Promoting these sustainable practices can attract global consumers who prioritise ethical fashion.

Read also: Stitching futures: Empowering Nigerian youth through fashion design

Examples of Optimisation:

Capacity Building: Establishing fashion academies and vocational training centres to equip young Nigerians with modern design and production skills.

Infrastructure Development: Investing in textile manufacturing infrastructure to reduce dependency on imported materials and enhance local production capabilities.

Market Access: Creating platforms like Lagos Fashion Week to connect Nigerian designers with international buyers and media.

As Tunde Adeyemi’s story shows, Nigeria’s fashion industry holds immense potential. By focusing on its unique cultural heritage, skilled artisans, innovative designs, youthful population, and sustainable practices, Nigeria can redefine what it means to “Go Local” and establish itself as a formidable player in the global fashion arena.