Nigerian designer fuses culture and fashion in bid to revive textile sector

Summary

Tund Oabi, a fashion designer in Lagos, Nigeria, is creating a shoe collection inspired by the traditional ASO fabric woven by the Yoruba community. Despite facing challenges such as fluctuating material availability and manufacturing hurdles, Tund has already turned a profit from her designs. She sees the decline in oil prices as an opportunity to shift towards local manufacturing and entrepreneurship. Tund aims to tap into Africa's growing middle class while preserving cultural heritage, with hopes of expanding her brand both locally and internationally. Her efforts contribute to Nigeria’s evolving economy, moving away from oil dependence.

Takeaways

• 😀 Tund Oabi is a fashion designer from Lagos who started her brand a year ago, focusing on a shoe collection inspired by ASO, a traditional handwoven fabric from the Yoruba community in Southwest Nigeria.
• 😀 Despite the challenges, Tund remains optimistic about the future, believing that overcoming current obstacles will lead to success as the Nigerian economy diversifies away from oil dependency.
• 😀 Tund has invested over $1,500 in her business and made a profit of approximately $22,000 from the sale of about 700 fashion pieces.
• 😀 One of the major challenges in the fashion industry for Tund is sourcing materials consistently. Sometimes materials are available, but at other times they are not, requiring creative solutions to maintain production.
• 😀 Tund aims to make locally sourced materials more readily available without incurring high costs, which will enable her to compete in international markets.
• 😀 The price of the fashion items Tund sells ranges from $27 to $50 each, catering to a market that appreciates quality and culture.
• 😀 Tund believes in incorporating elements of Nigerian culture into her products, especially in shoes and bags, which helps connect cultural relevance with economic success.
• 😀 Although Tund's products may not be entirely made in Nigeria, some of the profits from her business are reinvested into the local economy, contributing to its growth.
• 😀 The Nigerian fashion industry is undergoing significant changes as the country focuses on manufacturing and finding alternative ways to generate income, especially with the drop in oil prices.
• 😀 Tund is committed to building a brand that meets the growing demand for quality fashion in Africa, particularly among the rapidly expanding middle class on the continent.

Q & A

Who is Tund Oabi and what is her role in the fashion industry?

Tund Oabi is a fashion designer based in Lagos, Nigeria. She is the founder of an ethink brand focused on creating fashion items, particularly shoes, inspired by traditional ASO handloomed fabric from the Yoruba community in Southwest Nigeria.

What is the inspiration behind Tund's shoe collection?

Tund's shoe collection is inspired by ASO, a handloomed traditional fabric woven by the Yoruba community. This fabric plays a key role in the design and identity of the products.

What challenges has Tund faced in her entrepreneurial journey?

Tund has faced several challenges, including difficulties with sourcing materials and navigating the manufacturing process. Sometimes the required materials are unavailable, forcing her to search for alternatives. Additionally, balancing cost-effective sourcing with quality production has been a challenge.

How has Tund managed to overcome the difficulties of running a business in Nigeria?

Despite the challenges, Tund remains optimistic. She believes that by overcoming current obstacles, she will be positioned for greater success when conditions improve. She also highlights the increasing focus on local manufacturing as Nigeria seeks alternatives to oil-dependent revenue.

How much did Tund initially invest in her business and what has been her financial return?

Tund invested over $1,500 in her business. So far, she has made a profit of nearly $22,000 from selling around 700 fashion pieces.

What is Tund's perspective on Nigeria's current economic climate for entrepreneurs?

Tund views the current economic climate, with the fall in oil prices, as an opportunity for entrepreneurs. She believes this is a time to look inwards, explore new ways to generate income, and contribute to Nigeria's prosperity beyond oil.

What price range do Tund's fashion items fall into?

Tund's fashion items are priced between $27 and $50 each.

Why does Tund believe there is cultural relevance in her designs?

Tund believes there is cultural relevance in incorporating African elements into her designs, such as the ASO fabric. By turning these cultural elements into shoes and bags, she is both preserving tradition and adding economic value to the products.

What are the challenges Tund faces when sourcing materials?

One of the challenges Tund faces when sourcing materials is the inconsistency in availability. Sometimes the materials she needs are not available, and she must find alternatives, which adds complexity to her production process.

How does Tund plan to compete internationally with her products?

Tund plans to compete internationally by ensuring that her products meet high-quality standards. She also aims to streamline her supply chain to consistently source the materials she needs, reducing costs, and ultimately increasing production efficiency.