BEHIND THE STITCH: ALANI
June 21, 2024
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Fashion is more than fabric and stitching; it is an extension of identity, a reflection of culture, and a voice for those who refuse to conform. In the ever-evolving world of fashion, where trends flicker like candle flames, few brands encapsulate this truth as boldly and unapologetically as Orange Culture, the Nigerian fashion house founded by Adebayo Oke-Lawal. Since its inception in 2011, Orange Culture has remained a trailblazer in African fashion, challenging norms, redefining masculinity, and elevating Nigerian craftsmanship to a global stage. More than just a clothing label, it is a movement, a cultural revolution, and a safe space for those who see fashion as an art form and a declaration of individuality.
Adebayo Oke-Lawal’s journey in fashion began at an early age. Designing since the age of ten, he honed his craft working with several Nigerian designers before launching his own brand. But Orange Culture was never just about clothing; it was about storytelling, about carving a space for fashion that speaks to emotion, identity, and freedom.
His philosophy rejects the rigid binaries of fashion, embracing fluidity, inclusivity, and a narrative-driven approach. Each piece is infused with a message be it about masculinity, vulnerability, or the intersection of culture and modernity. Over the years, Oke-Lawal’s work has challenged traditional African fashion expectations, pushing the boundaries of what is deemed acceptable and fashionable for men while advocating for gender-neutral designs that transcend societal norms.
At its core, Orange Culture is a brand that tells stories through fabric. Every collection is carefully curated to evoke an emotional response, a connection between the wearer and the piece itself. The brand is known for its rich use of Nigerian textiles, intricate Yoruba embroidery, and androgynous silhouettes that seamlessly blend traditional and contemporary aesthetics.
Each collection is characterized by a bold color palette, unexpected textures, and unconventional tailoring. The use of handmade embellishments, silk organza, and stretch mesh reflects a dedication to craftsmanship that honors Nigerian heritage while pushing the boundaries of modern design. Pieces like the “Abi two-piece moon dress” and the “Akin bloom overcoat” showcase the brand’s commitment to artistry, with handwoven details that elevate the garments beyond mere clothing into the realm of wearable art.
Orange Culture has not only taken over Nigerian fashion but has also commanded the attention of the international fashion scene. In 2014, the brand was named a finalist for the prestigious LVMH Prize, a monumental feat that solidified its place among the most innovative emerging fashion brands worldwide.
Since then, Orange Culture has graced some of the most important fashion platforms, including New York Fashion Week, London Fashion Week, and Lagos Fashion Week. The brand’s collections have been stocked by some of the most sought-after international retailers, ensuring its reach extends far beyond the African continent.
The Spring/Summer 2025 collection was showcased at the prestigious Victoria and Albert Museum in August 2024, a significant moment that reinforced Orange Culture’s reputation as an avant-garde, globally relevant brand. That October, the brand returned home for a spectacular showcase at Lagos Fashion Week, proving that while it may have conquered international runways, its roots remain deeply planted in Nigeria.
The brand’s fearless approach to design has drawn the attention of some of the biggest names in entertainment and fashion, many of whom have embraced Orange Culture not just as a label, but as a statement of identity.
One of Africa’s most celebrated musicians, Burna Boy, recently donned Orange Culture in the music video for his hit single “Update.” His bold, unconventional style aligns perfectly with the brand’s ethos, making him a fitting ambassador for Nigerian fashion on a global stage.
Chike, Minz, Joeboy, and Flavour, each with their own unique approach to music and personal style, have also incorporated Orange Culture into their wardrobes, demonstrating the brand’s widespread appeal across different musical genres.
Nigerian cinema has also embraced the brand, with actors like Mike Afolarin, Denola Grey, and Natse Jemide frequently spotted in Orange Culture’s signature pieces. Denola Grey, in particular, has been a vocal advocate for gender-fluid fashion, making him a natural fit for a brand that challenges traditional masculinity through its designs.
Beyond Nigeria, Hollywood and the international music scene have also taken notice. John Legend performed at the Global Citizen event in February 2024 wearing an Orange Culture ensemble, once again proving that African fashion is not just a regional phenomenon–it is a force to be reckoned with on the world stage. Other notable figures, such as Wonza Johnson, Durand Bernarr, and Tijani Aboh Alexander, have also embraced the brand, further elevating its global status.
It’s not the first time that major international stars have embraced Orange Culture. Over the years, global icons like Lupita Nyong’o, Dua Lipa, Kelly Rowland, and Ncuti Gatwa have worn pieces from the brand, celebrating its bold colors, intricate designs, and fearless expression. Lupita Nyong’o, an actress known for her keen sense of style and deep connection to African heritage, embodies everything Orange Culture stands for–fearlessness, authenticity, and cultural pride.
In April 2021, Orange Culture celebrated its 10th anniversary, marking a decade of disrupting fashion norms, advocating for inclusivity, and putting Nigerian design on the global map. With every passing year, the brand has grown–not just in visibility, but in cultural significance.
Orange Culture’s retail presence has expanded, with collections available through its official website, as well as high-end international retailers like Moda Operandi. The brand continues to build a legacy rooted in craftsmanship, innovation, and bold storytelling.
As Adebayo Oke-Lawal and Orange Culture continue to redefine what it means to be a Nigerian designer on the global stage, one thing remains clear–this is more than fashion. This is a movement. It is a brand that gives people the freedom to express themselves unapologetically, to embrace fashion without limitations, and to wear their identity with pride, confidence, and boldness. As it continues to expand its global reach, one thing remains constant: its commitment to fashion as a form of activism, a love letter to individuality, and an homage to African artistry. With every stitch, with every design, with every collection, it reminds the world that clothing is not just something we wear–it is something we feel, something we believe in, something that speaks for us when words fail.
Orange Culture is not just changing African fashion–it is reshaping the global narrative of what fashion can and should be. It continues to prove that true style is not about following trends–it is about setting them.
