The Nigerian fashion industry has come a long way from where it was a decade ago, thanks to several efforts such as Lagos Fashion Week and the likes which have enabled the sideways growth of the industry. These days, fashion is no longer limited to luxury and high-end fashion and young Iretidayo Zacchaeus’ streetwear convention, Street Souk, is one good indicator of this.
Founded two years ago, inspired by her mother’s Fashion and Beauty conventions to similar effect, the biggest streetwear convention in Lagos, Nigeria is back for its third year running edition this weekend and will continue its mission to create a youthful hub of fashion, music, and culture with a special dedication to championing the work of upcoming and established streetwear brands in the country.
The event which is hosted by founder Iretidayo Zacchaeus is one of the first of its kind to be created in Nigeria and West Africa more generally, where it’s impossible to ignore the ongoing streetwear revolution. It’s also not lost upon us, that at the helm of bringing the entire scene together, with an effort to expand and spotlight, is a young woman. Given that globally, the streetwear community much like most things, is extremely male-dominated and has largely always catered to male consumers.
Building a community build for women in streetwear is no easy feat, and it’s impressive that Ireti, through this huge convention is breaking that mold in Nigeria, where you’ll find that most of the prominent streetwear brands are male-owned, even though most of the clothes tend to be gender-neutral and can be worn by anyone. Alongside the event, the talented powerhouse has also collaborated with Virgil Abloh to create a limited edition shirt that celebrates young Nigerian women, which you can shop here. Speaking about the collaboration, Iretidayo shared that:
“The shirt is intended to celebrate all Nigerian women, regardless of sexual orientation, tribe, religion, and belief. “The future is female, and we really want to embrace that especially in a genre of fashion that is not always representative of women,”
So ahead of this year’s event, we spoke to the young trailblazer about what to expect at this year’s edition, her plans for the brand’s future, and the challenges that come with hosting an event under strict health guidelines. Street Souk will return to Harbour Point, Victoria Island this Sunday 20 December from 12 pm – 6 pm, featuring over 40 brands from around the country.
NATIVE: Hi Ireti, well done on the forthcoming third edition of Street Souk. How does it feel to bring back the convention for the third time running after the year we’ve all had?
IRETIDAYO: I mean it’s crazy, there’s a lot going on in the world and this year has been a particularly hard one dealing with a pandemic. We just had to do it because the show must go on as they say, and young people need something to celebrate and smile and be happy about. It’s an amazing experience to still be here 3 years after I started this. It literally started off as a passion project and didn’t know how this was going to turn out like this, but to see the growth over the three years has been amazing. Also, to be able to pull this off consistently and to still have this much backing from people and sponsors has shown me that we’re definitely doing something right and a lot of people believe in the vision.
NATIVE: When you started out, what was your vision for Street Souk and do you think you’ve been able to live up to it?
IRETIDAYO: My vision was to create a platform for new and established streetwear brands in Nigeria to work together, communicate and showcase their stuff so people can know what is going on out here and to build a streetwear community here. Globally, the streetwear community is so connected and there are always forums on social media where you can stay connected but that’s not the case here. So I wanted to build something similar for us, by us, and to be able to bring music, entertainment, fashion, and more together. Also, the people are a big part of Street Souk. There’s no Street Souk without the brands who showcase at the event or the people who attend and make purchases.
NATIVE: What are some of the biggest challenges you’ve faced since you started.
IRETIDAYO: This year has been especially more difficult than others because we have had to put a lot of COVID-19 measures in place. Now we have a whole new set-up and floor plan to accommodate for this very serious health issue. We have to do everything we can to the best of our abilities to make sure that we are following the guidelines and all the protocols given by the state government and just globally in general. Another difficult task is sustaining people’s interest in streetwear and the convention because it’s not easy to get people to come back every year, but we have just been lucky enough to find a community of like-minded people who understand the importance of our mission and also believe in our vision.
NATIVE: What do you believe your role is in documenting streetwear culture in Nigeria?
IRETIDAYO: For me, I always knew that I wasn’t creative in the sense that I would take up art or music but I knew I wanted to work within the industry. I knew my job was to bring people together, connect them, and let them meet the people they need to meet in order to get where they need to go. So I knew I had the facilities to be able to create a platform whereby I could put this into action. This was just me finding my calling in a sense. Streetwear has been the love of my life for over 10 years I would say, I’ve been in love with street culture, so this is essentially me giving back to what streetwear has done for me.
NATIVE: There are fewer numbers on this year’s selection of brands. Was this streamlined purposely to comply with COVID-19 guidelines?
IRETIDAYO: Honestly, it has been amazing but this year we had to scale down our numbers because of COVID-19. The selection process was a lot more rigorous and a lot more time consuming than before. We had to really do a lot of quality control because we want to space out all the stalls and make sure there’s enough space for people to move around freely without having to be too close to each other and maintain social distancing. We have about 50 brands coming out on Sunday, some this is their first time and for others, this will be their second or third time here. It’s just been amazing to witness the growth and change in these brands and see brands who maybe no longer exist, those who have completely rebranded from selling just T-shirts to now selling bespoke outfits. It keeps showing me how much space there is for growth in this industry.
NATIVE: What’s next for you and Street Souk?
IRETIDAYO: Let’s just say we are taking over Africa. Hopefully, we have a full African takeover that’s what I’ll say. We want to go to as many cities in the country first and then take it as far as we can. We know there’s a streetwear scene in Africa and we all just want the opportunity to connect.
Featured image credits/StreetSouk
.@tamimak_ is just trying to make it to the end of the year
Rigo Kamp’s Marathon video is an intimate Afro-juju revival that pays homage to Sir Shina Peters and stamps...
Last Friday, Rigo Kamp, a NATIVE uNder alum and one of the architects of an equal parts nostalgic and...
Last Friday, Rigo Kamp, a NATIVE uNder alum and one of the architects of an equal parts nostalgic and refreshing sound released his self-titled debut EP, delivering a propulsive fusion of Alte, R&B, Funk, and Soul-infused rhythms.
Featuring previously released singles “Morning Sun”and “Summer”, the six-track eponymous EP executively produced by Odunsi The Engine sees Rigo lean heavily into his element as a sonic alchemist, jumping from silky falsettos to gritty grooves without losing an ounce of cohesion, and ultimately stamping the Abuja-born, Lagos-based singer-songwriter as a mad scientist of sound.
Just last November, Apple Music named Rigo Kamp as its Up Next artist, an acknowledgment that underscored his potential and confirmed what the tastemakers and underground scene already knew. Weeks later, he delivered a live set for Spotify Fresh Finds in Lagos, proving he’s just as compelling live as he is in the studio.
On “Marathon”,the refreshing opener to the Rigo Kamp EP, Rigo borrows the bounce and swagger of Afro-Juju legend, Sir Shina Peters’ golden-era, fusing nostalgia with re-imagination to birth a vintage performance that feels like a private party for two, where it’s just Rigo and you.
Get an exclusive first look at the video for Marathon here:
Togo YEYE is a community we are building for us by
Togo YEYE, a creative duo formed by Lomé-based creative director Malaika Nabillatou and London-based...
Togo YEYE, a creative duo formed by Lomé-based creative director Malaika Nabillatou and London-based photographer Delali Ayivi, is a conceptual publication that was created to empower and champion Togo’s young fashion creatives. Since its inception in 2021, Togo YEYE has released several personal projects and has also partnered with a number of brands to further its hugely imaginative aesthetic mandate. For their latest collaboration, Togo YEYE teamed up with textile printing company VLISCO to present Blossoming Beauty. Tagged as a love letter to Togo’s creative community, the campaign captures Lomé’s scenic beauty alongside VLISCO’s vibrant prints with the aim of connecting the feminine grace of nature with identity and artistry.
What does Togo YEYE mean?
Malaika Nabilatou: My name is Malaika Nabilatou, I’m the creative director of Togo YEYE. I’m Togolese and I was born and grew up in Lomé. I see myself as a West African creative director and I’m working to be the best in a few years. Togo YEYE means new Togo in Ewe, one of the most popular languages spoken in the South of Togo.
What inspired you to create Togo YEYE?
Malaika Nabilatou: We started this project, my friend Delali and I, 5 years ago. We just wanted to show that Togolese youth are also creative. Togo YEYE is a community we are building for us by us. It wasn’t just a project for Delali and I. It’s become something for the creative scene of Lomé. Lomé is like our studio.
What role does Togolese culture play in your creative process?
Maryline Bolognima: For me, Togolese culture comes first. For example, in the South, there are the people of Anero. If you come, you can go to Anero. In the North, there are the Evals, so if you come to Togo, you’ll learn a lot.
What’s the most exciting part of working as a team on projects like this?
Malaika Nabilatou: I need to tell the truth, we dreamt about this campaign before [it happened]. When VLISCO contacted us, we were like wow. I can’t really explain how thankful we are to VLISCO for trusting us. Because it’s a risk that they took by trusting us, making that campaign here with our team and honestly we are going to keep it in our hearts for the rest of our lives.
Claudia Sodogbe: For me, it is the first big contract of my life that I had with Togo YEYE. I still remember, on the last day of the shoot, I was feeling nostalgic about separating from the teams and the others. It went well in any case, and I’m very grateful to have been on this project.
What has been your proudest moment as part of Togo YEYE?
Malaika Nabilatou: I think the proudest moment I had with this campaign was when I saw the result first on the website. When I saw the story, I was like “wow, we finally made it.”
No matter who you, these parties provide a safe space to let loose without fear of objectification or...
The crowd marches along on the dancefloor, vibrating to a pulse that is both familiar and electrifying. It...
The crowd marches along on the dancefloor, vibrating to a pulse that is both familiar and electrifying. It takes a second to identify Grammy nominee, Rema’s “Ozeba,” pouring out of the speakers and whipping the crowd into a frenzy as it takes on new life as a turbulent EDM track. The crowd growls and screams in approval of the DJ’s remix, yet another banger in a night filled with back-to-back hits. Hands in the air, sweat dripping from glistening bodies, smoke floating around the dancefloor and young people gyrating with reckless abandon, Element House provides the people with the release they deserve and they reward it with an undying loyalty to its rhythm and raves as they keep coming back.
Party culture has taken on new dimensions in Nigeria over the last two decades as a reaction to economic, social and cultural progressions. This evolution of the way we party is significant considering that Nigeria is a society that lays heavy emphasis on certain accepted standards of moral behavior, rooted in culture and tradition. But that has never once stopped a good time from happening. Millennials and older gen-z will remember the street parties and carnivals of old, usually held at the end of summer holidays or in December, where music by TuFace, Mo’Hits, Akon, Shakira, Lady Gaga and 50 Cent were the staple, among others. There were certain songs automatically expected from any DJ worth his salt otherwise it was not too far-fetched to see a DJ, with his equipment on his head, fleeing for his safety while being chased by an irate mob of partygoers.
The more things change, the more they stay the same. These carnivals and street parties might have been phased out but the idea remains the same while the power and influence of communities powering party culture in Lagos and Nigeria at large has only gotten stronger, especially with the advent of social media. The Block Party series–started in Lagos, Nigeria as the Mainland Block Party–has become the go-to event to celebrate youth culture and foster connections that cut across multiple African cities and walks of life. Today, with curated events in Ibadan, Abuja, Lagos, Accra and others, a community of partygoers is assured maximum enjoyment whenever the Block Party organisers announce an event in their city of the month. The people will always return to where their tastes are catered to, bringing along friends, family and newbies eager to bask in the atmosphere of loud music and togetherness.
In 2012, Warner Bros. Pictures released Project X–a film that follows three friends and high-school students who attempt to gain popularity by throwing a party which ends up escalating out of their control and reaching epic proportions. This idea propagated by Hollywood would go on to influence several house parties thrown in Lagos during the mid to late 2010s. The idea that with the right DJ/music playing at the right venue and with just the right crowd, then immortality was possible–a party so grand that it would be spoken about in glowing terms for years to come until it became lore. Today, house parties are more intimate and controlled, the degrees of separation between attendees reduced by a mutual friend or WhatsApp group they all have in common. From game nights to karaoke sessions to kinky sex parties, whether it’s at Balloons & Cups, a Vogue Boys pool party, or a get-together by the ‘Lagos on a Budget’ IG Community, the role house parties play in the ever evolving party culture is not insignificant, creating a pipeline that feeds into the much larger raves which weekends in Lagos are becoming synonymous with.
Whether it’s Element House today, Mainland House tomorrow, Group Therapy next weekend, WIRED or a host of other house and EDM inspired movements, partygoers are spoiled for choice when it comes to where to indulge their fundamental music tastes in a secure and controlled environment. Nothing is off the menu and a good time is the only badge of honor worth collecting. The increasing popularity of the rave movement in recent years is testament to the fact that it works for both organizers and attendees. The Covid-19 lockdowns changed the way Nigerians party; after months of being isolated from their communities and having to socialize in more intimate and private spaces, it’s no surprise that raves, with their underground nature, became the outlet of choice for several young people as soon as the world opened back up. According to Tonia, a medical doctor and frequent raver living in Lagos, her first few times at parties following the end of the lockdowns were not fun. “I was partying with caution, wearing face masks constantly and carrying hand sanitizer around. It became a much better experience subsequently when everything relaxed and soon enough, I was back enjoying the time of my life at Lagos parties.”
Unburdened from the heavy spending, bottle-popping culture that characterizes Lagos nightlife and cloaked in the embrace of judgment-free anonymity and numbers, raves have become a safe haven for a community of partygoers determined to turn up in the midst of the sheer craziness of living in this day and age. For Michael-Peace, a brand & creative assistant and frequent raver, the appeal goes beyond a need to unwind and the feelings of peace he experiences at raves. “Whether I’m listening to the DJ or just watching the crowd move to the music, it’s a very mindful experience for me,” he says.“I’m grateful to just be there and appreciative of how we can all be one community or family for that period of time.”
The appeal of the rave scene is its inclusivity and it’s a common theme for the new wave of parties exploding in Lagos and environs. No matter who you are or what you stand for, these parties provide a safe space to let loose without fear of objectification or discrimination resulting from socio-economic and political differences, misogyny and other less elegant occurrences which are part of mainstream Nigerian nightlife. This is important to Tonia who, on multiple occasions, has been prevented by bouncers from entering clubs without a male companion. “I’ll always prefer raves, they are much freer and nobody is performing here. There’s no need to show off the number of bottles you bought like there is in a club. Everyone just wants to turn the fuck up and have the time of their lives.”
For five or six hours, the disco lights, turbulent music and fellow ravers provide solace from the outside world. “Dancing the night away” is not merely a suggestion but a divine mandate from the gods of the rave. It is almost impossible to emerge after such an experience and not want to do it again. The music beckons all and sundry to come out, purge yourself of all inhibitions on the dancefloor, then return home and spread the gospel of the electronic music scene to all who might listen. In Michael-Peace’s own words: “There are people I’ve put onto raves and who loved the experience and constantly thank me for introducing them to it. Once you get hooked on it, you’ll never want to let go.”
Party culture in Nigeria continues to evolve as the new wave of parties mark their time and place in history. But the street parties and carnivals of yesteryears are not to be forgotten. The power of community continues to connect the old wave with the new wave, ensuring that actual people remain the focal point of these events, and party goers can enjoy nightlife experiences uniquely tailored to their ever changing wants and needs.