“Buy less, choose well, make it last.” – Vivienne Westwood
When it comes to fashion (I believe I have mentioned this several articles ago) I have no clue about it. Yes I happen to understand colours that contrast, colours that match, colours that highlight, colours that showcase mood, dresses that snatch the soul and dresses that free the soul – essentially the basics. My curious brain can piece two and two together, yet in actuality, give me a pair of shorts, a shirt and a cute pair of flats, sneakers or slip-ons with my hair in a bun and Nivea lip balm and I am good to go. Sounds ridiculous for someone whose job since she crawled out of the womb was branding and imaging. Still we must acknowledge that not all kingmakers are kings and not all coaches are players! Over the years (well, recently), the term sustainable fashion has been thrown around without many really being in the know of what it is, its role, its importance and the value it holds, especially in developing countries. From the esteemed ranks and likes of Nikki Khiran Couture by Nikki Khiran, The Works of Nike Art Gallery by Madam Nike Davies-Okundaye a.k.a Mama Tye Dye, Notag Fashion + Notag feet by Uche Daubry, 1407 by Ugochukwu Onukwubiri, Oriki by Elmira curated by Opeyemi Ogunbowale, Style by Empress Express, Adeyoola by Adeyoola, Unknown Clothing by Tinuke Abdulrahim, Kadiju founded by Oyindamola Aleshinloye, Dye Lab, Andrea Iyamah by Dumebi Iyamah, NYOSI and more are setting the trails on fire with sumptuous pieces ranging from footwear, handbags, jewellery and, of course, clothes – pieces that even a non-fashion woman like me would drool over.
In recent years, the fashion industry has witnessed a noticeable shift towards “sustainability”, with Nigeria taking its rightful place at the forefront of this movement. Fashion and art are now far from being regarded as mere trends, the concept of sustainable fashion in Nigeria has now beautifully and dutifully emerged as a high-spirited fusion of cultures, heritage, creativity, and in some cases, ecological awareness, transforming the way we perceive clothing and its impact on the environment, and I must say it is most welcoming in every aesthetic way.
So if you are new to reading any article I have written, welcome to that article section that gives you alternative insights and perspectives into daily societal cases and issues while teaching you how to either appreciate scenarios or possibly prevent them. To the old, having you here is definitely always a plus. So, let us dive right into it, shall we? Let us dive into the depths of understanding a bit of the whats, the whys and the needs of sustainable fashion by exploring: THE AWAKENING OF SUSTAINABLE FASHION. This will be served hot or cold; let your mind decide! Remember, deep breaths and let’s jump, shall we?
The Highs and Lows of the Sustainable Fashion Narrative in Nigeria
“Fashion can be incredibly wasteful and damaging to the environment, but it doesn’t have to be. We can all make a difference by choosing to support companies that are committed to sustainable practices.” – Stella McCartney
When something emerges from whatever depth it may come from, man’s innate nature is to: first be cautious and calculating before accepting or fleeing (to each their own). From the explosive evolution of social media, to people wanting to connect with their roots as well as embrace other cultures and tribes, the weaving of intricate stories into fabric, art and accessories is the boost that the rise of sustainable fashion in Nigeria needs. This narrative is being vigorously painted through stunning triumphs and considerable challenges (and trust me the challenges often seem unending, especially with the unfortunate economic decline around the world). On the positive side, this emerging storytelling movement has empowered local designers as well as producers to tell rich, authentic origin stories through their creations that not only thrill the eye but educates the mind. Designers such as Style by Empress Express, Notag Fashion, and Nikki Khiran Couture are not just creating beautiful garments to be draped on the body; they are weaving simple yet regal stories of cultural heritage into their designs by properly utilising locally sourced materials and traditional craftsmanship. This not only bolsters the local but also fosters a sense of pride and identity when discussing exporting and importing pieces made.
Recently I was privileged to have compered an event tagged Sustainable Design Expo. Here various invested and interested parties of the emergence and promotion of sustainable fashion and art gathered to discuss the way forward. This gave more insight into the need for government support in ensuring that local artisans, designers, manufacturers and creatives have a safety net to rely on in order to grow not just their brands and skills but the nation’s economy as well. Certainly a discussion that should be had regularly.
Ah, now the headaches and heartaches; while we are able to gloss over the concept of being positive and skipping to my loo without worry, we must still be very realistic about the downsides of Sustainable fashion in its entirety. The sustainable journey has not been without hurdles (think high pole vaulting but without the appropriate leverage to help. I mean if you want to suddenly turn into Harry Potter and fly a broom or be the village witch that flies by pot – be my guest). The fast-fashion industry, though often criticised for its environmental impact, still continues to dominate consumer habits, often making it challenging for sustainable brands to compete on price. Then you have the cost of production that suddenly feels unreasonable, especially for material locally sourced by indigenes themselves; by the time you spend a mini fortune getting the materials, the other costs become so overwhelming that the creatives and the consumers simply revert to fast fashion (with the mindset, it may hurt the environment but at least my pocket will be safe) Furthermore, there is an ongoing struggle for awareness; many consumers remain unfamiliar with the benefits of sustainable fashion, viewing it as a trend rather than a necessity. The narrative now needs to shift from luxury to longevity, and the only way that can be done is to continuously emphasise that sustainable fashion is accessible and beneficial for everyone.
The Importance of Sustainable Fashion in Africa and Nigeria
“Sustainability is about being responsible for the impact of our actions on the environment, on society, and on future generations.” – Christina Dean
Sustainable fashion carries immense potential for Africa, particularly Nigeria. A nation vastly rich in textiles, craftsmanship, creatives and tradition. By embracing sustainable practices, Nigeria can slowly reduce its dependence on imported fast fashion (from new to scraps to old a.k.a okirika), by consistently promoting local economies and protecting the environment. Sustainable fashion seeks to encourage responsible consumption, designers/creatives should be educating consumers about the lifecycle of clothing and the importance of ethical practices. Furthermore, there is an understated yet profound connection between sustainability and social impact. As more local designers champion environmentally friendly methods, they in turn create jobs and empower communities. The need for a dual focus on ethical practices and economic growth will allow sustainable fashion to serve as a powerful vehicle for social change in Nigeria (Dear Government, you definitely need a roundtable discussion on this to push the nation’s economy in the right direction).
Potential Collaborations for Growth
“Sustainability is not an end goal, it’s a journey.” – Eileen Fisher
No man is an island, regardless of how much they may be able to achieve on their own. In reality, there are so many external forces that always play pivotal roles in the shaping, grooming and promotion of whatever needs to be done. As someone who has been in very unconventional yet proactive spaces, after listening to a few people during my research on the need for sustainable fashion and art in order to harness its full potential, I realised that the effective use of strategic collaborations is essential. Here are four major possibilities I picked up while up and about in the midst of interested and invested parties
(opinions may differ – which is fine; eventually, a middle ground will be found):
1. Partnerships for Resource Development: By investing in sustainable textile production facilities and supporting local artisans, the government can facilitate the flourishing of eco-friendly brands. Reasonable collaborative initiatives between sustainable fashion designers and the Nigerian government should focus on resource development and infrastructure.
2. Academic Collaborations: Partnering with universities and design institutions can foster research and innovation in sustainable materials and fashion techniques. The creation of programs that will allow students to work with established designers on sustainable projects can cultivate a new generation of environmentally conscious creators.
3. Corporate Sponsorships: These not only promote the designers but also encourage consumer engagement and awareness through public events, workshops, and discussions around sustainability.
Interested and invested sponsors can support local sustainable fashion shows that showcase eco-friendly brands, not just for Nigerian runways but internationally as well. This puts both the sponsors and the brands in a position of recognition amongst international allies.
4. Collaborative Initiatives with Nonprofits: Joint campaigns can educate consumers about the importance of sustainability while supporting local communities and environmental protection initiatives. By purposefully aligning with nonprofit groups focused on environmental conservation and social justice, this can amplify the impact of sustainable fashion.
Conclusion
“Sustainable fashion is not a trend, it’s a responsibility.” – Livia Firth
While we wait for more and more formidable discussions to be had with leaders of industries in both the private and public sectors, here is a major takeaway we should sip and shimmer with: as sustainable fashion slowly yet progressively begins to carve its niche in Nigeria, it must be clearly understood that as much as it celebrates a unique harmony of artistic expression and environmental consciousness, it is always a way to preserve our history and culture as people with diverse backgrounds. This development is not just about aesthetics; it’s about fostering a culture of sustainability that resonates with the broader themes of social responsibility and cultural preservation.
The future of fashion lies in its longevity, and sustainable practices will ensure that garments are crafted with care and consideration. Sustainable fashion proposes a shift from transient trends to timeless pieces, encouraging consumers to invest in quality over quantity. The artistic value embedded in these creations often echoes the rich heritage of Nigeria (or any culture, really), making every piece a story worth telling.
Thanks to the emergence of sustainable fashion in Nigeria (let us be honest; it really is not a new thing, but making a comeback), it now stands as a beacon of hope and innovation. Despite the challenges, the highs of creativity and cultural pride are paving the way toward a sustainable future. As we look ahead, we must, once again, truly and deeply recognise as well as understand that this is not merely about fashion; it is a movement that not only defines but also positively intertwines cultural preservation, economic growth, social justice, as well as environmental stewardship. By purposefully championing the need for sustainable practices and celebrating the artistry of local designers and craftsmen, Nigeria can lead Africa into a future where fashion is synonymous with sustainability, ingenuity, and resilience. It’s time to embrace this narrative and wear our values and identity with pride.
So make sure you support those doing their very best to give you the best. So, till next time dear reader, bye.
