In the words of its founder and creative director, Adebayo Oke-Lawal, “Orange Culture is more than just a label, it is a movement.” One can speculate it is a movement which aims to achieve many things; one of which is challenging the perception of masculinity and what it means to be a man.
This is quite a task to take on especially for a Nigerian living in Nigeria who is aware that our society has a definitive idea of who a man is and what a man should and shouldn’t wear. Orange Culture strives to, through fashion, change that definition and break down the rigid walls of gender and masculinity for the Nigerian and African man.
From its debut at the 2011 edition of Lagos Fashion Week to its presentation at the 2018 Lagos Fashion Week, Orange Culture has continued to redefine menswear in Nigeria with a fluid take on men’s fashion through the inclusion of colourful pieces, unique silhouettes and fascinating fabric choices into their runway collections. Another weapon of choice for the brand has been touching editorials which show alternative sides of masculinity and creatively take on identity politics with a clear goal of breaking down the rigidity with which we approach gender.
Standing against the prevalence of menswear brands which seem to prefer going down the more classic and standard route in menswear design, Orange Culture offers something fresh and different. Something like the titular character from the classic Disney movie, Aladdin sang: “…a whole new world.”
The brand pushes the Nigerian fashion and apparel industry even further and continues to help secure its spot in the international fashion scene. Its efforts have earned international recognition especially of its creative director, the ever-stylish Adebayo Oke-Lawal, who won the Future Africa Awards in 2016 for fashion and design and was featured as one of Forbes 30 Under 30 in 2018.
Take a look at some of the brand’s take on men’s fashion…
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