Nigerian Fashionomics Africa online competition winner Lohije says sustainable design, mentorship key to success

When Nigerian designer Gift Raji learned her clothes and accessories designs won Fashionomics Africa's $3,000 prize online sustainable fashion competition, she saw more than a check. The founder and creative director of Lagos-based Lohije designs said she envisioned the competition winner's package as opportunity to bring Africa's sustainable styles to the world.

"It's more than money, it is about the mentorship. When I learned that I won, I saw possibilities - that Fashionomics Africa will follow up with possibilities for discovering more textiles here in Africa, that we can produce and export," Raji said about the African Development Bank program

"The Bank has more strength and connections that expand beyond the shores of Africa - they will be key to connect to those possibilities," she added.

The Fashionomics Africa online contest honors African fashion brands working to change how fashion is produced, bought, used, and recycled, as well as encourage more sustainable consumer behavior. The competition panel representing the Bank, and competition collaborators the United Nations Environment Program, strategic consulting, and communications agency BPCM, Parsons School of Design, and the Ellen MacArthur Foundation reviewed 199 entries from 33 African countries then selected three finalists: Reform Studio (Egypt), Lohije (Nigeria) and Diakwu Cloth (Nigeria). The public choose Lohije as winner via online vote on FashionomicsAfrica.org earlier this year.

The judges noted Lohije's use of biodegradable buttons made from discarded coconut shells instead of plastic, and the weaving of fibers made from water hyacinth - an invasive plant species that clogs waterways and threatens aquatic life - into headpieces, as examples of sustainable practices that brought the boutique design firm to the finalist round. The public agreed - Lohije won the online vote by 13% margin.

"The competition offers some insight into the creativity of Africa's fashion industry players to combine natural resources and ingenuity to make environmentally conscious decisions. Fashionomics Africa's objective is to find equally innovative ways to support and assist them," said Amel Hamza, Division Manager at the Bank's Gender, Women, and Civil Society Department.

Fashionomics Africa presented a $3,000 cash prize to Lohije, and $2,000 each to the other competition finalists. Lohije will also receive a new branding package, networking, and mentoring opportunities from the competition collaborators, as well as media opportunities via the Bank.

"We feel honored to be the winners…it has encouraged me and the team to keep believing in the brand's vision of being at the forefront of the global fashion community, celebrating African craft and her artisans through our artistically curated garments, and upholding the basis of conscious fashion while at it," Gift said

Raji says Lohije used or will use about half of the prize funds to purchase industrial quality machines to reinforce garment seams, buttons, and components, relocate to larger production facilities and generators for more reliable power supply. The remaining percentage will go toward enhancing marketing and communications efforts, and for researching and locally sourcing sustainable materials Raji describes are hand-woven, eco-friendly, biodegradable fabrics created in communities representing the diversity of Nigeria's cultures.

In October, the Ellen MacArthur Foundation will bring Lohije and Diawku Cloth to Kigali to participate in the Foundation's four-day learning, networking and site visit workshop that explores applications of the circular economy in Africa. The circular economy is generally defined as a model of production and consumption that involves sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products.

"This initiative reminded us and our collaborators of the importance of continuing our work towards incubating African fashion businesses at their early stages and assisting them in implementing more circular economy actions in their business models through this process", said Emanuela Gregorio, Fashionomics Africa Coordinator and economist at the African Development Bank.

"Selecting this year's winner for the Fashionomics Africa contest was a complicated task, given the extremely high quality of the submissions. Lohije's thoughtful approach to material selection, local inspiration and sustainable practices makes them an amazing winner for this year's edition.", said Francois Souchet, Global Head of Sustainability and Impact at BCPM.

To learn more about the sustainability and circular aspects of Lohije Designs, Diakwu Cloth and Reform Studios, view our photo gallery.

Fashionomics Africa is an initiative of the African Development Bank to increase Africa's participation in the global textile and fashion industry value chains - with an emphasis on women and youth.

To learn more about the Fashionomics Africa online competition, click here.