Olumide Omololu speaks on Why Àdìrẹ’s international surge Is Nigeria’s best shot at an iconic national brand

As Àdìrẹ continues gaining visibility across fashion, art, and creative industries, brand strategist and cultural analyst Olumide Omololu says the traditional textile presents a unique opportunity for Nigeria to build a globally recognised cultural export. According to him, the growing international demand for authentic cultural products has created the right conditions for Àdìrẹ to evolve […]

As Àdìrẹ continues gaining visibility across fashion, art, and creative industries, brand strategist and cultural analyst Olumide Omololu says the traditional textile presents a unique opportunity for Nigeria to build a globally recognised cultural export.

According to him, the growing international demand for authentic cultural products has created the right conditions for Àdìrẹ to evolve beyond fashion and become one of Nigeria’s most valuable creative assets on the global stage.

The conversation comes at a time when Àdìrẹ is enjoying renewed visibility across fashion, art, design, and creative industries. Once seen largely as a local textile, the hand-dyed fabric is increasingly appearing in contemporary fashion collections, exhibitions, cultural showcases, and international creative conversations.

For Omololu, this growing interest signals something much bigger than a fashion trend.

“Àdìrẹ already has what many successful global brands spend years trying to build,” he said. “It has heritage, authenticity, craftsmanship, and a compelling story. What remains is creating stronger systems that position it for international recognition.”

The upcoming Àdìrẹ Festival is expected to further spotlight the fabric’s growing influence, bringing together designers, entrepreneurs, artisans, cultural advocates, and industry stakeholders. Supporters of the industry believe such initiatives can help strengthen awareness while creating new commercial opportunities around the textile.

Across Africa, conversations around cultural exports are becoming increasingly important as countries seek new ways to grow their creative economies. Industry observers note that products rooted in culture often possess advantages that are difficult to replicate, including history, identity, and emotional connection. Omololu believes Àdìrẹ belongs within that conversation.

With more than 15 years of experience across marketing, brand communications, art, culture, and fashion, he has worked on projects that sit at the intersection of creativity and brand development. His portfolio includes leading the brand strategy for Lagos Gallery Weekend 2026, which received a nomination for the Global Art Prize for Innovation, as well as developing visual identities for institutions such as the Professor Yusuf Grillo Museum and Art Report Africa.

Within fashion, he has contributed to the development of brand identities for brands including Dye Lab and For Style Sake (FSS), and also led fashion campaign and collection launches for artisanal brands. His visual direction for the OBIDA Brand Book earned the Best Brand Book award at the 2024 Lagos X Paris Fashion and Design Accelerator.

Drawing from those experiences, he argues that the future of Àdìrẹ will depend not only on production and design but also on how effectively the fabric is positioned to global audiences.

“Countries that successfully export culture understand the importance of storytelling and identity,” he said. “The opportunity before Nigeria is to ensure that Àdìrẹ becomes a product the world recognises and associates with excellence.”

As interest in African fashion and cultural products continues expanding internationally, advocates believe Àdìrẹ is well positioned to become one of Nigeria’s most recognisable creative exports.

For Omololu, the challenge is no longer convincing people that Àdìrẹ has value. The challenge is ensuring that Nigeria takes ownership of that value and successfully presents it to the world.