LABRUM LONDON : 2024 IN REVIEW

LABRUM London is a contemporary menswear brand founded in 2015 by Foday Dumbuya, a Sierra Leonean-born, London-based designer. The brand name, derived from the Latin word for “labour,” reflects its dedication to storytelling and the fusion of cultural identities through fashion. Established in the heart of London, LABRUM serves as a bridge between Western and West African cultures, creating collections that celebrate heritage, identity, and the modern-day diaspora experience.

Foday Dumbuya, the visionary behind LABRUM, brings a unique perspective to the fashion industry, drawing from his personal journey as an immigrant and his experiences navigating two distinct cultural worlds. Born in Sierra Leone and later moving to the United Kingdom, Dumbuya channels his roots into his designs, emphasizing craftsmanship, history, and a deep connection to his African origins. His commitment to cultural storytelling has made LABRUM a standout brand that resonates with a global audience.

From its inception, LABRUM London has aimed to “tell the untold stories” of the diaspora, blending traditional African aesthetics with contemporary British tailoring. By incorporating intricate details, bold patterns, and innovative design techniques, the brand has redefined modern menswear while preserving the authenticity of its African heritage. LABRUM’s journey is not just about fashion—it’s about creating a dialogue between cultures, celebrating diversity, and pushing the boundaries of creativity.

In 2024, LABRUM London, under the visionary leadership of founder and creative director Foday Dumbuya, achieved significant milestones that reinforced its influence in the fashion industry and its commitment to cultural storytelling.

A standout achievement was LABRUM London’s collaboration with Arsenal Football Club and Adidas to design the 2024/25 away kit. This partnership celebrated the club’s connection to its African supporters and heritage, featuring traditional pan-African colors and a distinctive white zig-zag graphic. Dumbuya expressed pride in this collaboration, highlighting the influence of Arsenal players with African heritage during his upbringing in London. 

In September 2024, LABRUM London made history by hosting a first-of-its-kind runway show at Emirates Stadium during London Fashion Week. The event featured notable figures, including Arsenal midfielder Declan Rice, and opened with a spoken word recital by grime artist and Arsenal supporter Ghetts. This innovative showcase highlighted the intersection of football and fashion, celebrating the diversity of local and global communities. 

LABRUM London also unveiled its Fall 2024 Ready-to-Wear collection, receiving acclaim for its unique blend of British styles and West African accents. The collection showcased the brand’s commitment to storytelling and cultural fusion, further establishing its reputation in the fashion industry. 

Building on the momentum from receiving the Queen Elizabeth II Award for British Design in May 2023, LABRUM London continued to gain recognition in 2024 for its innovative designs and cultural contributions. The brand’s dedication to merging African and British cultural narratives in fashion has been widely acknowledged. 

LABRUM also opened its first official store in Carnaby while they hosted some events including the LABRUM LFW run and the Golderich community sports day in Freetown. 

LABRUM London maintained its commitment to sustainability by developing its own fabrics and producing only what can be sold, ensuring minimal waste. The brand’s responsible approach to fashion reflects its dedication to environmental consciousness and ethical practices. 

Through these accomplishments, LABRUM London has solidified its position as a leading fashion brand that seamlessly integrates cultural heritage with contemporary design, inspiring future generations and leaving a lasting impact on the industry.

For a visual glimpse into LABRUM London’s groundbreaking runway show at Emirates Stadium, you can watch the following video: