Exhibiting an array of vibrant colours, Ethnik by TO, an emerging ‘Made in Nigeria’ brand by Tunde Owolabi displays the versatility of traditional fabric. The photographer cum fashion designer has introduced shoes made from traditionally woven Yoruba material, Aso Oke, to create his bespoke handmade footwear and fashion accessories.
Can you tell us a bit about you?
I am an artist, photographer and designer, I am also the founder of Tunde Owolabi Studios and creative director of Ethnik by Tunde Owolabi. As an artist, I participated in group exhibitions including Lines and Colours (2003), Inner Thoughts at the Nimbus African Art Centre (2004), Working with Communities, a Guinness group exhibition (2004), and Gods of This Age at Didi Museum.
My first solo exhibition, African Elegance was at the Battersea Art Gallery, London (2009).
My commissioned works can be found at the Hungarian Embassy and Nigerian Stock Exchange. AsoOke – The Woven Beauty was my second solo exhibition in 2014.
As a designer, I have worked at the Research Studios in London with the famous English designer and typographer, Neville Brody. I’ve also worked as an art director with Insight communications, before starting my own practice. I now live and work in Lagos, Nigeria where my studio is based.
How was Ethnik by T.O conceived?
Ethnik was created after some years of research on the asooke fabric, and a successful art exhibition that held as a result of the research.
How do you promote your creations, and is it strictly shoes/ bags made to order?
For now we explore the online space more. We do not have a physical retail store but we have been approached by a few stockists who will like to represent us. Most of our products are made to order, but we also sell off the shelf if the request is made and readily available. Our range of products include: Footwear, Bags, Belts and Soft furnishing (coming soon).
Has the business been gainful?
Monetarily, not yet, but at the long run it will. In terms of fulfilment, it has been gainful.
How do you come up with new creations, designs etc.?
I draw inspiration from culture and translate them into designs using patterns and colours. The various collections from the brand comprise “Our Scarified” collection which is inspired by the traditional Yoruba practice of scarification and “Oriki” collection which is in deference to Yoruba praise poetry.
How does your production process work?
We have a workshop I own where we work from. The colourful Aso-Oke pieces are designed by me and are hand-loomed by traditional weavers. . I want people to feel like they are wearing a work of art; a collector’s item. My vision is to create a modern ethnic-inspired brand that appeals to fashion lovers across generations
What about your photography – does the brand affect that aspect of your life?
Photography is an integral part of design, fashion and creativity as in general. They work hand in hand.
What’s next?
…Growth and diversification.