Tokskouture – Pioneering Sustainable Afrocentric Fashion in Nigeria, but What’s Next?

Seun Emanuel

In a time where fashion is gradually waking up to its environmental footprint, few Nigerian brands are actively responding to this global call for change. Tokskouture, under the creative leadership of Olumide Joseph Adetokunbo, stands as a notable exception. Bold, Afrocentric, and forward-thinking, this brand is fast becoming a changemaker in Nigeria’s fashion industry not just through style, but also through substance.

From its inception, Tokskouture has embraced a mission that is deeply rooted in sustainability and cultural fusion. While its aesthetic leans toward bold traditional Nigerian tailoring and modern silhouettes, the brand’s ethos goes beyond appearances. It is rewriting the rules on waste and resourcefulness in Nigerian fashion—an effort that not only echoes global sustainability trends but also aligns with the Nigerian government’s renewed focus on waste reduction and circular economy initiatives.

What They’re Doing Right

1. Sustainable Consciousness
   Tokskouture’s decision to recycle fabric scraps and minimize tailoring waste is an intentional and commendable approach. In an industry where offcuts often end up in landfills, their resourcefulness sets a new benchmark. This practice, if scaled, can influence countless local tailors and designers who may not realize the cumulative environmental impact of fashion waste.
2. Cultural Exchange in Reverse
   Unlike many Nigerian brands seeking to Westernize their image for foreign appeal, Tokskouture flips the narrative by seeking to “bring Western cultures and traditions to Nigeria”—a reversal that’s both bold and rare. This dynamic dialogue between Western fashion codes and African tailoring traditions presents a refreshing brand voice in a saturated market.
3. Strong Afrocentric Identity
   Tokskouture does not lose sight of its roots. The brand’s ability to infuse African pride into modern fashion gives it authenticity and relevance in a generation eager for cultural reclamation and representation.
   Areas for Constructive Growth
   As promising as Tokskouture is, growth comes with a need for refinement. To evolve beyond a brilliant concept into a lasting industry pillar, a few key areas could use strategic development:
4. Clearer Brand Messaging
   While the brand’s mission is powerful, its public storytelling can be more cohesive. For instance, its sustainability efforts and reverse cultural infusion deserve more visual representation in campaigns, interviews, and lookbooks. A consistent brand narrative could transform Tokskouture from a niche label into a thought leader in Nigerian fashion sustainability.
5. Scale vs Sustainability
   The brand’s recycling model is laudable, but scalability is key. How can Tokskouture continue to expand without compromising its eco-conscious values? The next phase should involve a documented system or process that can be studied, replicated, and possibly franchised—making it a blueprint for other Nigerian designers.
6. Market Positioning
   While blending Western styles with Nigerian fashion is innovative, there is a risk of diluting either culture if the execution lacks balance. Tokskouture must ensure its interpretations remain respectful, meaningful, and original—not simply aesthetic. With the global audience watching, missteps can be quickly magnified.
7. Consumer Education
   If Tokskouture hopes to lead Nigeria’s sustainable fashion movement, consumer education is crucial. Hosting workshops, publishing behind-the-scenes recycling processes, or collaborating with eco-conscious influencers can bridge the gap between the brand’s intention and public understanding.
   Conclusion: A Brand to Watch and Learn From
   Tokskouture is not just riding the fashion wave; it is steering it in a different direction. With Olumide Joseph Adetokunbo at the helm, the brand is positioned to become one of Nigeria’s most progressive voices in fashion—fusing heritage with modernity, and aesthetics with ethics.
   The future is bright, but also demanding. Tokskouture must remain intentional, transparent, and strategic to fully cement its role as a sustainability pioneer in African fashion. If they stay the course, they won’t just be creating clothes—they’ll be shaping the culture.