It Was Never About Fashion
COLLECTION I
When we began this collection, It Was Never About Fashion. It was our first project, an honest attempt to understand our creative and cultural foundation.
"OTITO" means truth in Yoruba. This collection became an exploration of that idea. A process of looking inward, and looking back, to understand what has shaped us.
A Yoruba proverb says "Ti a o bamo ibi ti a nlo, aa mo ibiti a ti nbo" which translates in English to "if we don’t know where we’re going, we will know where we’re coming from. That principle led us to Àdìrẹ.
More than a textile technique, Àdìrẹ spoke to us as a living expression of cultural resilience. Dating back to the 1800s, for generations, Àdìrẹ has been passed down through the hands of women dyers who kept its techniques alive. It has survived colonisation, economic shifts, and the influx of imported fabrics, continually adapting and innovating while holding onto its identity.
Àdìrẹ's presence in this collection is intentional. It reflects a commitment to working with heritage in a way that feels relevant and connected to our context today. It was a conscious decision to engage with a tradition that still holds meaning, both culturally and creatively.
Every design, holds meaning - a story, a message, a memory passed through cloth.
“You can’t control what’s outside, but you can protect what’s within — and that is always worth protecting.” - Mama Nike Davies-Okundaye (2021)
The Adire community embraces imperfection through a popular saying: “Every mistake is a design.” This perspective stayed with us while creating It Was Never About Fashion. It was a way of thinking that shaped more than the fabric; it shaped how we moved through the entire process.