With the world cup coming up, New York based luxury African e-commerce platform ONCHEK collaborated with Nigerian fashion brand Orange Culture and SHEM PARONELLI to create the “UNITY” collection in homage to the Nigerian soccer team, hope this brings them good luck. The Unity collection draws inspiration from the Nigerian culture.
This video below was released on the Onchek website explaining the motivation behind the collection in two Nigerian languages as well as English. The collection was rolled out perfectly.
“I believe that when you’ve been given a platform you should always use it to support others. That’s how collaboration started for me! I feel like as Industry, if we push for each other, the industry will move quicker into global prominence ”
Shem Ezemma of SHEM PARONELLI has this to say:
“The take-off point was our already existing N-100 model. But we sought to re-imagine and approach it differently, drawing inspirations and ideas from a traditional soccer shoe. Every stage of this project was fun for me, from bouncing ideas with Mr. Chekwas on the direction to the hand-picking of best leathers (by the way these are so comfortable) down to the actual making of the sneakers. The energy throughout has been great”
You can shop the collection here
Photographer: Kosol Onwudinjor
Stylist and Creative Direction: Daniel Obasi
Models: Gabriel Ejoni, Jeffery Obed, Elizabeth Omorinsola and Eniola Abolarin
Cinematographer: Wale Rilwan of Walinteen Pro
Makeup: Evelyn Obewu of Radiez by Eve