When Obida Obioha and his business partner decided to shut down their womenswear brand of ten years in 2019, they both agreed never to work in fashion again. But as fate would have it, it wasn’t long before the Nigerian designer and art curator returned with a brand-new vision for a fashion line, this time as a solo founder and creative director.
Adding to his interior design firm Obida Design Associates and gallery O’DA Art, in 2021, Obioha introduced Obida, his eponymous menswear brand that has become synonymous with custom prints and handcrafted breezy summer shirts and trousers.
Celebrating Nigerian craftsmanship, their garments are crafted from locally sourced cotton by local artisans. Combining art, fashion, and interior design, Obioha creates a distinctive universe guided by storytelling and consumercentric products. “Obida and O’DA Art come from a place of wanting to share the beauty of contemporary African design with the world,” he explains. Embracing a range of influences from his West African roots and multicultural upbringing in London to time spent in Milan for his postgraduate studies in product and interior design, Obioha’s goal is clear: to make people feel good through clothing, art, and spaces. YourLuxury Africa chats with Obioha about his inspiration, spreading wellness, and the characteristics of a good menswear shirt.
Is there a common theme that connects your work between fashion, art, and interior design?
I’ve always wanted to share beauty with the world and create safe spaces. I think there’s a lot of noise and chaos so my motivation comes from adding a little bit of joy and happiness to people’s lives. Even when we curate for the gallery it’s about showing art that can help people have a bit of escapism.
Your practice is dedicated to promoting “good design”. How does this philosophy influence your fashion brand or curation style? I think good design comes from the designer thinking about their audience. I had some hesitation going back into fashion because there’s so much waste and overproduction and that comes from a place where a lot of things are being pushed into the world without thinking of the consumer and what they want.
Do you think the experience you’ve received from your travels influences the appeal of your brand? Travel to me is learning about the world. When you travel and you’re willing to see and respect other people then you can also learn from them. Travel is also about opening your mind. My time in Milan shows in my work and mindset. It’s not me trying to copy the Milanese, but it’s seeing how they do things and then combining that with where I’m from to create magic.
What makes a good shirt? A good shirt for men is comfortable and it enhances your strengths. But it shouldn’t be (too) precious, (instead) it should be approachable. You shouldn’t be scared to wear it. It may enhance your style but it shouldn’t overpower you.
How would you describe your personal style? I try to be timeless. I feel like it fuses my experiences in Nigeria, Milan, London, and New York. It mixes so many things and is a reflection of my journey. It’s not influenced by the outside or what someone else is wearing.
As an entrepreneur running multiple businesses, how do you keep a healthy balance between your work and your personal life? It’s not easy but I enjoy what I do and it means a lot to me. I think that it’s on us to share the beauty of Africa with the world. African design, African beauty, and the way we think is so incredible. And the world should see it. I feel like it’s my job to be an ambassador in my own little way.
Visit obidaculture.com for more.
