In December 2018, many witnessed the first edition of Nigeria's Biggest Streetwear Convention Street Souk - the first of its kind in West Africa. Since then, we've seen the convention grow exponentially as it has become a premier hub for Nigerian streetwear brands and the streetwear community. Behind the largely successful event which saw over 3,500 attendees for its second edition last year, is creative powerhouse Iretidayo Zaccheaus. The 21 year old has spent the last three years breaking barriers in fashion by working to propel streetwear culture and Nigerian streetwear designers to the forefront of the creative conversation in Nigeria.
As if we could be any more impressed, it was recently announced that Iretidayo and the Street Souk brand have collaborated with American designer and entrepreneur Virgil Abloh and his brand Off White to create a limited edition t-shirt that celebrates young Nigerian women. We got the chance to speak with Iretidayo about this year's edition of Street Souk, as well as the collaboration.
1. What made you start Street Souk?
Street Souk was a passion project. I am an avid Sneaker Head, and a lover of streetwear culture. I realized there was a gap in the market, because there were so many brands just doing their own thing individually. I decided to create a space where a community could be established and real bonds could be formed. The streetwear scene in all the major countries have grown as a result of the community that the brands were able to build together and I really wanted to foster that here.
2. What is your mission, and what do you hope to accomplish?
Our mission is to create a platform for upcoming and established streetwear brands in Nigeria to connect to their target audience and access opportunities to grow exponentially. We want to build the streetwear community in Africa via Nigeria and export it to the world. We want African streetwear culture and brands to have international reach and exposure.
3. Why do you think a platform like this is necessary?
I think it's crucial because whether we always realize it or not, we glorify the West so much, without really paying attention to what we have in our own backyard. The platform is necessary because it is going to be the means of exporting Nigerian streetwear to the world. The same way Japanese streetwear for example, is so sought after now, is where I believe Nigerian Streetwear can be and we're committed to seeing that vision through.
Street Souk is also necessary because of the exposure and awareness it gives to the brands, as well as the community building and opportunities for collaboration it provides.
4. Why is this year's Street Souk so significant? What do you hope to accomplish this year that's different from the last two years?
It’s significant because this has arguably been the craziest year in recent history. Entering a new decade, we were filled with so much hope for the future, and then the whole world stopped. This year taught us more than anything that we should always celebrate when we can because you never know when anything can be taken from you. On that note, Street Souk this year is a celebration of culture, community and our youthfulness.
This year, we just want to have safe and clean fun. We hope to grow the Street Souk brand and put it on the global map, to ensure that people know that streetwear in Nigeria is hot and we are coming.
5. How do you think Street Souk is influencing culture? How would you like it to influence culture moving forward?
I think it's getting people to see a different side of Lagos that contains this group of 'young and gettin' it' creatives, skaters, bmx riders, graffiti artists, etc., all in one place networking, and working collaboratively.
I would like for streetwear to be more in the mainstream than it is. I want it to be equally as respected as fashion. I want to see streetwear brands at Lagos Fashion Week.
6. What makes this community platform different from other creative platforms, hubs and events?
It's not a concert or a festival or just a hang out. It's a place to shop, eat, vibe, network, express yourself, and be yourself. It is the only time you're going to see this many streetwear brands all in one place, not as an add-on or for diversity, but as the main attraction.
7. Why is streetwear so significant to you and what do you hope to contribute to the youth culture?
It's significant to me because streetwear gave me the greatest gift of all, which is the ability to express myself how I deemed fit. My clothes are an extension of my personality. The streetwear community helped mould me into the person I am today. I hope I'll be able to contribute to the spirit of togetherness and providing platforms for others. There is so much talent in Nigeria and I hope through my platform young creatives are able to reach their full potential.
8. What tips would you give other young people who want to put themselves out there and create platforms that champion the things that they are passionate about?
BE BOLD
Be authentic and original in all you do, don’t try and be anyone else
Keep pushing, the road is rough and rugged but enjoy the ride
Know your stuff !!!! DO YOUR RESEARCH
9. Covid-19 threw a wrench in a lot of people’s plans and businesses. In what ways have you had to pivot or change direction because of the pandemic?
We had to downsize the souk, but it allowed us to focus a lot more on quality than quantity. We had some much bigger plans in place. We also had to think critically about new measures to put in place to ensure people are safe, like the disinfectant chambers, sanitizing stations, etc.
10. You recently announced a collaboration with Off White on a shirt that celebrated young Nigerian women. How did this collaboration come about?
I was on a panel about the Streetwear Culture in Africa hosted by Our Homecoming in August. The panel featured some African streetwear giants like Waffles n' Cream, Motherlan, FTY as well as some OG’s like Angelo Baque of Awake NY and Virgil Abloh of OFF WHITE, to name a few. Virgil hit me up after we finished the panel, and just said he loves the vision and he would love to get involved and help me out. Unfortunately due to the pandemic, he's unable to come out to Nigeria, but he had recently started his 'I Support Young Black Businesses' series, and so after talking over time, the idea for the shirt came.
11. What does this shirt represent?
The shirt is a celebration of Nigerian women - all Nigerian women, regardless of sexual orientation, tribe, religion, and belief. Young Nigerian women are at the forefront of the most incredible things coming out of our country right now. They are excelling in music, fashion, activism, arts, and journalism, to name a few. It's been inspiring seeing my fellow Nigerian women kill it in so many ways. The future is female, and we really wanted to embrace that with this tee especially in a genre of fashion that is not always representative of women.
All photos provided by Iretidayo Zaccheaus
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