PITH Africa Is The Fashion Brand For ‘Woke’ Millennials

We can all agree Nigeria is fast becoming a top player in the global fashion industry. Together with the infiltration of Afro-pop in the music industry, we have seen the Nigerian culture influence the world culture by the sounds, images, and styles of our country as highlighted by W Mag in a spread shining the spotlight on Nigerian creative.

For Pith Africa, disrupting the fashion narrative is just as important as creating culturally in-tune wears for young Africans.

Founded by Cosmas Ojemen(creative director), Emeka Anazodo(head of operations), and Adedayo Laketu(artistic director) in early 2017, it’s evident the dual-sex fashion house has a refreshed perspective of our generation, dominated by diverse and consciously aware of millennials.

With an ethos of minimalism amongst great detailing, Pith has released two mini-collections, Dilly 1: A Beginning and Dilly 2: Streetwear.

Their first collection captured the brand identity through the use of a color palette that felt natural in contrast to our melanin skin, and designs minimal to the primitive state of their environment.

Inspired by indigenous streetwear powerhouses, Modus Vivendii and Waffles n Cream, Pith’s unconventional interpretation of streetwear in their second collection aligns perfectly with the new direction of fashion.

Worn by Wavythecreator in the “Shaku” video, the pieces from Dilly 2 are bold and eye-catching and a visual representation of the ‘soul of a youthful culture’.

For Pith Africa, their ambitions lie in playing a part in making African fashion a major force in the fashion world – on its own terms.

Watch their fashion films videos below:

Photography Credits: Pith Africa