“Building a Sustainable Fashion Brand from Africa” Bright Urhobo on Luxury, Authenticity and the Ranto Vision

As conversations around sustainability and African luxury deepen, Bright Urhobo, Creative Director of Ranto Clothings, has quietly built a label that many in the industry now reference as a case study in intentional growth. In this ThisDay sit-down, he speaks about what it really takes to build a sustainable fashion brand from Africa without diluting authenticity or compromising on excellence.

When people talk about Ranto, they often mention “sustainable luxury.” What does that actually mean to you?

For me, sustainability is not a buzzword it’s a foundation. In Africa, sustainability has to be bigger than just fabric choices. It’s cultural, economic and environmental at the same time. At Ranto, we pay attention to where our fabrics come from, how much we produce, and who is behind the work.

We try to source responsibly, produce intentionally, and respect the communities that contribute to the brand. We work with artisans, not just factories. We keep our runs controlled so we’re not flooding the market or wasting materials. If a piece is going to carry the Ranto label, it has to justify its existence in terms of quality, story and lifespan.

You are positioned in the luxury segment. How do you scale from Africa without losing authenticity?

By refusing to abandon the things that make you unique. There’s always the temptation to “smooth out” your identity to appeal to a wider market, but that’s how brands become forgettable.

African designers have a natural advantage: depth. We have culture, we have stories, we have techniques and textiles that are not easily replicated. Scaling from Africa means refining your processes, strengthening your systems and improving your consistency but not watering down your DNA.

Authenticity is not a liability; it’s a competitive edge. If you protect that, growth will come, even if it takes more time.

What have been some of the biggest challenges in building Ranto as a luxury brand?

One major challenge is educating the market on the value of true bespoke work. In a world used to fast fashion and instant gratification, explaining why a garment takes time and why it costs what it costs can be tough. But once people experience the fit, the structure, the finishing, they understand the difference.

Another challenge is building reliable production structures that do not compromise our standards. We are constantly investing in training, systems and people to ensure that every piece reflects the level we stand for. It’s slower than the mass-production route, but it’s sustainable in the long term.

Your work is very rooted in African identity. How do you balance cultural elements with a modern, global appeal?

I don’t see it as a balance; I see it as a fusion. Culture is not something we hang on a garment as decoration it is a language we design with. At Ranto, we’re interested in the meaning behind motifs, the stories behind textiles, and the memory behind silhouettes. Then we reinterpret those elements for the modern client.

We are not selling nostalgia; we are offering evolution. A Ranto piece might be rooted in African sensibility, but it must also feel current in Lagos, London or New York. That’s where design discipline comes in knowing what to preserve and what to reinvent.

Many young designers look up to you. What practical advice would you give to someone trying to build a sustainable brand from Africa?

First, master your craft. Sustainability without skill is just branding. Know your fabrics, your finishes, your fit. Understand your client. A brand is built on repeat excellence, not one lucky collection.

Second, be patient. Luxury is not rushed. It requires consistency, discipline and a long-term mindset. Don’t chase every trend; build a clear identity and stay loyal to it.

Third, think in terms of systems, not just designs. How do you source? Who do you work with? Are you paying fairly? Are you developing people around you? Sustainability is also about how your brand impacts the ecosystem around it.

When you look ahead, what do you see for African luxury?

I see a future where African brands are not just participating in global conversations but setting the tone. We have the talent, we have the culture, and we have the perspective. What we need is structure, collaboration and a refusal to dilute ourselves for validation.

If we stay authentic, protect our craft, and build with intention, African luxury will not be a trend it will be a standard.

In a landscape where “sustainability” is often reduced to a buzzword, Bright Urhobo offers something rarer: a grounded, lived philosophy. Through Ranto Clothings, he is proving that a fashion brand built from Africa can be luxurious, responsible and deeply authentic without compromise.