The Threads of Africa competition is an initiative by Elevate Africa founded by Ogiame Atuwatse III and Olori Atuwatse III, the Olu and Queen consort of the Warri Kingdom. The competition aims to showcase and celebrate the vast fashion design talent across Africa. After a 4-week intense selection process, on the 11th of October, Adeyoola was selected by the judges to win the ultimate prize money of $5000. The sustainable brand was also named a brand ambassador for Elevate Africa and mentorship from the Threads of Africa judges. Banke Kuku, Sandrah Tubobereni, Ugo Monye and Busingye Matsiko-Andan, all top designers and entrepreneurs in the African fashion industry made up the cohort of judges for the competition.
The competition, with a focus on showcasing fashion design talents blending modern trends with deep-rooted traditional elements, received over 500 submissions from across the continent. The Threads of Africa Fashion Prize shows that it indeed is Africa’s time to shine on the global stage.
In an online statement, the Elevate Africa team shared that the level of creativity and innovation displayed in the entries were invigorating to see, marking a pivotal moment for African fashion on the global stage. From the bold designs to the intricately woven stories behind the submissions, the competition has showcased the diverse cultural richness that spans the continent.
Why did Adeyoola win?
The competition welcomed designers from 3 different categories, traditional design, futuristic representation and sustainable fashion. Adeyoola The Brand entered the sustainable fashion category but seemed to possess the qualities of all three. Her brand approaches traditional fabrics with a sustainable process and contemporary design making it a perfect fit to be crowned winner.
In a statement posted on the Elevate Africa Instagram page, the team said, “Her creativity and dedication set her apart, and we are honoured to be part of her journey. She not only wins the sum of $5,000 but also receives mentorship from our esteemed judges.”
Who is Adeyoola?
Adeyoola is a sustainable luxury fashion brand that seamlessly blends traditional African craftsmanship with contemporary design. Founded with a mission to preserve African heritage, Adeyoola emphasises eco-friendly practices and cultural significance in each piece.
The brand utilizes sustainable processes, using as Aso-Oke and Adire offcuts/ donations, sourced locally from tailoring houses, vegetable-tanned leather sourced from other industries, and natural fibers like cotton. Adeyoola says that all artisans who work with her are paid fair wages and the brand is after long-term skill development for its artisan communities, fostering both social and economic empowerment.
A full-cycle brand
Adeyoola uses initiatives like the “Rehab” service, which offers repair and customisation of shoes and accessories. The brand extends the life cycle of its products, championing circular fashion and reducing waste. More than a fashion label, the Adeyoola brand mission is to uplift communities, empower artisans, and transform the narrative around Africa about its rich diverse heritage.
Every product reflects a story of heritage, craftsmanship, and environmental responsibility, to inspire meaningful change within the fashion industry.
The Elevate Africa Threads of Africa competition is a step towards bettering Nigeria’s fashion industry. With more homegrown initiatives like this, Africa’s wealth of talents will continue to be showcased and celebrated for what it is; spectacular. While we look towards more inclusion, sustainable brands and industry regulations, brands like Adeyoola who embody these values, will continue to lead this charge.
