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Chief Executive Officer of Hoodies and Stones, Fadipe Adedamola Olaniyi, has explained how his firm is preserving the African culture through clothes.
Olaniyi, in a statement after the debut of
collection titled ‘African Angel’, said his firm makes clothes that are not in line with the norm of people putting on plain jeans with shirts.
He said if there was need for people to own or wear any of these clothes, “we want our customers to experience the thrill of having an outfit with the African touch.
“This does not only provide customer satisfaction but it solves the problem of the African culture going into extinction. The mission therefore is to sell Africa to the world through fashion.”
He added that, “the African identity is being lost to western cultures and fashion.
“African folks (home and in diaspora) are forced or inclined to put on Jeans and shirts.
“The brand is to solve that problem. We are trying to push the African culture and fashion to the world. We want to produce African outfits that can be worn casually, at work places and not just at African/ traditional events. We hope to stamp the African culture in daily outfits at home and in diaspora.”
Speaking on the advent of the name, he said “this collection was named after the popular guardian angel in Africa known as Ehi.
“Ehi means genius but it also means “angel” in some Nigerian languages and refers to a spirit possessing a man, similar to a guardian angel.
“We named this collection African angel because amidst the global pandemic, Africa was saved despite having the least sophisticated healthcare system in the world.”
