The street fashion game has undoubtedly been on the pursuit to stand firm & make a statement as a global trend. Today street threads are considered as high in demand from the streets to the runways. This trend led us to get talking to the young African street brand SANUSI LAGOS and discuss how they started out while getting their views on their new collection & what’s on the table for the rest of the year. If you love dope threads then this one is for you… let’s get familiar with the head guy in charge, Seyi Sanusi.
First of all one has to give SANUSI LAGOS credit for its deep penetration within the street fashion industry. The brand is breaking the boundaries of what society considers as “street fashion”, take us through the journey… When and how did SANUSI LAGOS start up?
SANUSI LAGOS started up late last year. It all started falling into place when I met the amazing and very talented London based fashion designer Shoby Adesola and we decided to team up together to start a clothing line that would comprise of both male and female pieces.
The exposure and popularity that you’ve been receiving, not just in Africa, but internationally as well just seems to increase day by day, as great African artists such as Iyanya, Davido, L-Tido & Ice Prince have been seen rocking their threads. Are there any specific people who have a helping hand in pushing the brand?
I will say my graphic designer Tobi, photographer Tonie Sowerby, Model Mansa Brown and most importantly my business partner Adesola Obebe. Without them none of this would have been possible today.
The growth of street fashion over the years has seen some sort of positive reviews amongst the “high fashion industry”. What are your opinions on street fashions reception, considering the fact that SANUSI really does an excellent job in bridging the gap between street fashion & high end fashion. You think there’s still some sort of lack in street fashion’s growth?
To be honest I think street fashion is taking over the scene, like these days it’s becoming a norm for you to see 3 out of 5 people on the streets looking trendy or having a little urban touch in their style either from the snapback accessory or Jordan sneakers or skinny jeans or backpack or gold fashion jewellery.
How has the brand progressed since its launch?
To my surprise and all thanks to God the brand has been greatly accepted by a lot of people from different places all over the world and the growth has been tremendous, like recently we got invited to come show our line at a B.E.T event. For me I really felt honoured that my efforts and hard work was recognised by people outside of my territory or region.
Who or what influences SANUSI LAGOS to make the threads that the brand makes? Where do you find your inspirations today?
A lot of things inspire me to get creative or productive amongst which I will name a few like geometric patterns and shapes, abstract art, symmetric patterns and building architecture designs and prints too.
There are so many other brands out there that have gained a certain level of success/failure. What would you say really separates the SANUSI LAGOS brand from the rest?
I think what makes us stand out is our ability to be able to create or come up with a brand that cuts across or bridges the gap between high-end and street fashion. In Africa there is a serious need for quality urban menswear clothing.
What has been your biggest challenge as a fashion business?
Coming up with a new idea,collection or designs that will be better than the previous design, and the constant desire to better and improve the brand everyday.
You just dropped your latest SS14 collection, what kind of products does SANUSI LAGOS have for us in this collection?
The product range so far carries categories like t-shirts, sweatpants and button down shirts but we’ll be looking to expand into accessories such as snapbacks soon.
We are pleased to announce that we will be launching our new summer collection this June and all hands have been on deck to bring you the very best in urban fashion, nothing like you have ever seen before.
Any advice you could dish out to emerging fashion designers looking to set-up their own businesses?
Stay true to what works for you and you will have to be very patient and hardworking. And always remember to put God first in all you do, lastly create your own lane don’t try to be like anybody else.
One Word that best describes SANUSI LAGOS?
Written by: Rudzani “@Roo_AT” Netshiheni