The Chief Executive Officer of ‘Hair We Are’, Olanike Idowu recently commended the Nigerian fashion industry for embracing traditional and cultural influences.
Idowu said: “I’m very proud of the fact that our fashion industry is becoming more indigenous. Two to three years ago, most of us had to pile up cash and wait to do our shopping when we go abroad on vacation. We shop for clothes, shoes, bags and makeup on vacation. But today in Nigeria, everything you pretty much need is available in the country and we are now exporting out of the country.”
Idowu’s comment comes after fashion designer, David Wej opened his UK Store, ‘David Wej Lagos’ on the popular Oxford Street. But David Wej isn’t the only Nigerian designer making global strides. In 2020, at the height of the pandemic, Kai Collective’s Gaia Dress took the world by storm. It was unofficially declared the dress of the year with everyone from American rapper Saweetie, supermodel Adwoa Aboah and celebrity YouTubers Jackie Aina and Patricia Bright all making it a part of their wardrobe.
Along with clothes, luxury hair became even bigger during the pandemic egged on by the “bone straight” craze on and off social media. On why more and more women were investing in quality luxury hair, Idowu said, “Women realised they couldn’t continue buying hair now and then. They needed to invest in one that will last forever.”
The hair business has grown immensely since Olanike Idowu started ‘Hair We Are’ six years ago. Although the global economy was shaken by the pandemic, this hasn’t stopped women from investing in high-end weaves and wigs. And as with other luxury hair brands, the customer base of ‘Hair We Are’ more than doubled during this period.
“Our customer base keeps increasing every day. Yes, there is a recession but we can’t complain. Women always want to look good no matter what is going on.”