Orange Culture -The Movement
LPNY: Adebayo Oke-Lawal, is a name to be remembered as Lapetitenewyorkaine has read and seen, Orange Culture as described by the founder is a “movement”. Please elaborate on what you mean by “movement”
AO: Orange cultures foundation is built on the idea that it’s okay to be different, to be unique or an individual in a world filled with robots – in a continent were masculinity is wrongly defined. It’s a brand that is built to push that movement - a brand that believes in individuality at all costs.
LPNY: How did Orange Culture begin? Did it start as a hobby? Purely by accident? Intentionally designed?
AO: Very much intentional . I’ve been designing since I was 10 years old – even when Id be in school during my classes id turn to the back of my notebook and design. It was very much the only thing I knew I always wanted to do even then.
LPNY: What event/ opportunity truly opened doors for Orange Culture in the fashion industry?
AO: Lagos fashion and design week gave me my first ever shot. Omoyemi Akerele and her amazing team believed in me even when people thought I was making the biggest mistake lol. They pushed me and gave me opportunities I never thought I’d get. Also thankful to LVMH prize as that did expand my horizon as a designer and exposed me to an even wider audience and the Ethical fashion initiative with Pitti Uomo .
LPNY: At Lapetitenewyorkaine we’re big on teamwork, how important is teamwork to Orange Culture?What is your work environment/ work culture?
AO: My team is quite small but I love them all. Ola , Francis, Onyinye , Amaka, Kazeem, Chidi and my amazing tailors. We spend a lot of time laughing as we work – and opening up to each other – I am truly privileged.
LPNY: Who are the members of your core team? What role do they play in the success of Orange Culture?
AO: Core team is made up of Ola – International brand manager , Onyinye – Brand andcommunications manager in Nigeria, Francis – Illustrator, Kazeem – Visual, sound and graphics manager, Amaka – Operations and administration and Chidi – personal assistant. I am the C.E.O and creative director for the brand
LPNY: What challenges has the line faced with being an African brand? What challenges has the line faced with being a brand originating from Nigeria specifically? If any
AO: As much as there is an interest in the industry – a lot of disbelief in the quality of products and labor is still attached – (country of origin concept) . So we do have a lot of issues convincing buyers that we can handle expectations. It is a general issue for designers here not just orange culture. Major issue though is lack of support from the government financially, in terms of infrastructure and just generally. It has taken individuals and private companies for this industry to grow to this extent. Education is also a major issue – as a lot of foundation issues are rooted in a lack of proper education in fashion.
LPNY: The decision to transition or rather incorporate menswear while having started with womenswear, how did this come about?
AO: Real people giving me real advice actually , they saw potential in my mens and in the strength of the story – plus who says I wouldn’t go into womens again lol – it might be momentary.
Adebayo beat us to the chase with that last comment, as we’re all wondering whether womenswear would be a thing at Orange Culture again to which he responded “I’m considering it. Lol” – Adebayo Oke-Lawal
LPNY: How do you begin to piece together a collection? Or does it vary per collection?
AO: It varies but what is consistent is a story is always connected to the beginning. An experience –sometimes good, sometimes otherwise.
LPNY: In your opinion, what are some of the highest qualities/ designs/ methods/visions/inspiration that Africa has to offer in the fashion industry?
We couldn’t agree more with Adebayo’s statement that “ Our culture is so inspiring and so rich it is one of the best parts of being African – truly a well of inspiration.”
We can expect to see “everything and everywhere” for Orange Culture in the future as CEO Adebayo informs us “I’m not limiting myself at all”
LPNY: What is your best advice for upcoming designers? What are your three do’s and don’t’s?
AO: Do’s - Be honest as a designer - Internships - Explore all forms of art – be inspired
Don’ts - Do not be a copycat - Don’t do it for fame - Don’t do it for the money