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By Henry Akubuiro
Lawal Ifeoluwa Precious, also known as Ife Lawal, has been a radiance in the street wear “Alté” of Nigerian fashion industry. The former attendee of GTB Fashion Week in Lagos told Daily Sun his inspiration in street fashion grew after receiving a pair of Nike airmax from his friend based in the UK at the age of 16. Together with other friends, he founded the brand, Sneakerfest, borne out a collective interest in street wear.
It has turned out to be a very big step of the co-founder’s career, “as it puts the entire black community on a good footing towards the sneaker culture and fashion industry, and this collaboration with Nike is of a bigger one,” he told Daily Sun in a chat.
Already, a new documentary featuring the Nigerian in a new Nike x Martine Rose sneakers, and directed by Rossi, has been created. It will be shown to sneaker lovers at the beginning of 2024 Sneaker Fest in Lagos, where participants would avail themselves of the opportunity to obtain the new products.
The event has been held since 2020 annually as a festival for people interested in contemporary fashion. It’s a festival that celebrates the passion for sneakers and street wear fashion/activities.
Lawal explained: “Our activities raised the interest of streaming platform MTV Base, and it made the festival a continental event, welcoming different nationalities to Lagos. I believe it was from my diligence that Nike noticed me, and collaborating with them to promote, distribute and style their latest design from Martine Rose. I personally own over 40 pairs of exclusive Nike sneakers. I was paying Nike before now; now Nike is paying me.”
The Nigerian fashion portfolio dated back to 2015 during his pre-degree study at Delta State University, where he was designing and personalising large quantities of T shirt, trousers, and sneakers. He continued that venture in the university proper, and became a campus celebrity.
“I have a solid interest in fashion, because it is a timeless and a beautiful way of expressing one’s personality. I would like to remain young, regardless of my age, and street fashion is how this is made possible. Nike has been the backbone of street fashion. They also have stores in Nigeria, so being in touch with sneakerfest is a good way of increasing their influence, as thousands of rare sneakers have been auctioned at our event,” he told Daily Sun.
Of course, he has been inspired by Virgil Abloh, Pharrell Williams, Bluboy, and all major fashion designers. “So Nike is aware of what I am bringing to the table. With this new collaboration, 2024 Sneaker Fest is going to feature a wait-and-get personalisation platform for those who may love to inscribe their initials on sneakers,” he noted.
Besides, he wants to be known for a personified style. “This is why, beyond sneakers’ event, I would be collaborating with a street wear brand in United Kingdom, Sosa Atelier, to set a mark of my designs in the street wear industry of United Kingdom for Sosa Atelier SS24 designs,” he added.
The talented Nigerian added, “I’d say the UK fashion industry is pretty fast paced, and only few brands are engineered with adequate creativity and quality. With collaboration with Nike, I hope to continue to help them drive their cultures and work with their team to gear great value to their fan base.”
