By Damilola Fatunmise
TDA Couture has carved a name for itself in Nigeria’s fashion industry, particularly in the realm of luxury menswear.
Founded by Dare Aliu in 2018, the brand is recognised for its sophisticated agbada and kaftan designs, dressing top-society Nigerians, including celebrities, while maintaining an unwavering commitment to quality craftsmanship.
On June 14, 2023, we caught up with Dare Aliu as he delves into the inspiration behind his craft, how he has sustained the identity of his brand, and the future of TDA Couture.
TDA Couture is recognized for its elegant and uniquely styled agbadas and kaftans. What was the inspiration behind launching the brand in 2018?
I’ve always been passionate about menswear, especially traditional Nigerian attire. As a lover of kaftans, I discovered that there was a gap in the market for premium, well-tailored kaftans. I had encountered a lot of people complaining about the quality of sewing they get from their tailors, and as an engineer with a passion for garment construction and fashion design, I thought, “What can I do to change the narrative about tailors?” and TDA Couture came to be.
How would you describe the design philosophy of TDA Couture?
At TDA Couture, we believe in the harmony of tradition and innovation. We prioritize fine tailoring, luxury fabric selection, intricate embroidery, and quiet but impactful embellishments to enhance our designs.
TDA Couture specializes in both bespoke and ready-to-wear collections. How do you balance these two segments in your business? Also, how has working with high-profile clients influenced your design process?
Bespoke designs allow us to create exclusive pieces, while ready-to-wear garments cater to clients who want immediate delivery. Production is on everyday at our workshop so we can accommodate orders seamlessly. We maintain strict quality control across both segments to ensure every piece upholds our brand’s standards. Celebrities often push the boundaries of fashion. They seek exclusivity, so we tailor each piece with a unique touch.
Running a fashion brand requires leadership. How would you describe your leadership style at TDA Couture?
I believe in a collaborative leadership approach. I encourage creativity within my team, allowing designers, tailors and artisans to contribute their quota to each creation. Mentorship is also an integral aspect of my leadership. I am always ready to train young designers to refine their craft.
TDA Couture is easily defined by its quality fabrics, which your brand has begun to retail. How do you source materials like Swiss cotton, Aso-oke and Cashmere for your designs?
We work closely with trusted textile suppliers both locally and internationally. Our Swiss cotton and cashmere are usually sourced from international manufacturers so that the durability of these materials is not compromised. Aso-oke is handcrafted by skilled artisans in Nigeria, which allows us to support local craftsmanship while preserving cultural authenticity.
Many emerging designers struggle with brand visibility. What strategies have helped TDA Couture gain recognition and how has TDA Couture stayed ahead of trends?
Consistency, quality, and strong branding. Social media has been instrumental in showcasing our work, while celebrity endorsements have boosted visibility. Additionally, we participate in high-profile fashion events and maintain strong customer relationships, which leads to word-of-mouth referrals. To stay ahead of trends, we keep an eye on global fashion movements but interpret them through our lens of African luxury. Trends evolve, but quality and sophistication remain timeless.
Looking ahead, what are your aspirations for TDA Couture in the next five years?
We aim to establish flagship stores in more international fashion capitals, collaborate with global designers, and introduce a premium footwear line. Most importantly, we want to keep redefining African menswear on a global scale.