While our ready to wear and premium brand fashion industries are booming, urban wear has been largely ignored. Perhaps it is because of all the fashion genres, Urban wear is the most competitive and the most saturated, with even established international fashion houses building urban wear diffusion lines to get into the action. But urban wear is in fact a reliable way for young people to document the youth culture peculiar to their countries and brands like “Waffles’N’Cream”, “Pop Caven” (formerly “Caven Etomi”) and “Allen and Fifth” have, in the past, become visual archives for the pop culture of the eras in which they began. And if the auguries are anything to go by, so will “Garmspot”.
The online youth store is helping bridge Urban wear brands with the youth demographics for which they create in and (importantly) outside Lagos. For now, they predominantly stock urban wear but they plan to expand the number of brands they stock and their transnational reach. They just put out a new collection and editorial to promote their collection, tapping LeriQ and Tomi Thomas, only two of Nigeria’s most stylish alternative musicians to front their new campaign. Anything that has LeriQ in it already has my attention. And perhaps you might even get to meet him at the store’s coming physical Pop Up Sale and Exhibition on the 6th of March from 11am to 6pm at 14B Adeola Hopewell, Victoria Island.
For now, enjoy.
Models: Tomi Thomas, Leriq, Brooke, Donald, and Zenaani
Videographer: Keneumeokafor – Red Town Digital
Styling & Creative Direction: Samantha Adebayo