African fashion is often discussed in terms of colour, culture, or visual identity, but one of the sector’s most urgent challenges is the erosion of indigenous textile knowledge.
Across the continent, artisan communities face declining demand, ageing practitioners, and competition from imported industrial fabrics. IAMISIGO, founded by Lagos-born fibre artist Bubu Ogisi, responds directly to this problem by deliberately documenting, preserving, and reapplying traditional techniques within a contemporary design system.
The brand operates in Lagos, Accra, and Nairobi, working with artisan groups whose skills risk disappearing without sustained economic relevance.
Ogisi’s work is positioned at the intersection of art, textile research, and fashion production. IAMISIGO was established to ensure that African textile languages are not confined to museums or academic studies but remain active through wearable pieces.
This mission has shaped the brand’s approach, from sourcing to dyeing to structuring limited-run collections that prioritise skill, heritage, and slow output. The result is a label that does not rely on trends or mass commercial systems but focuses on long-term craft value supported by accurate historical references.
IAMISIGO preserves African textile traditions through research-driven, handcrafted fashion, using local materials and techniques, and is earning growing global recognition.
Quick To Know
- IAMISIGO operates between Lagos, Accra and Nairobi, working directly with artisan communities to preserve local textile techniques.
- The brand uses natural dyes, such as hibiscus, charcoal, and walnut, in place of synthetic chemicals.
- After winning the Zalando Visionary Award 2025, IAMISIGO was featured on the runway during Copenhagen Fashion Week.
- Collections feature region-specific materials, including barkcloth and handwoven African fibre.
- IAMISIGO’s pieces are produced in limited runs, reinforcing slow-design practices and reducing waste.
IAMISIGO Founder Background and Practice
Bubu Ogisi grew up between Lagos, London, and Paris, studied in Ghana and later at ESMOD Paris, and eventually returned to work across multiple African cities. This international upbringing exposed her to fashion’s technical and artistic sides but also revealed how African textiles are often excluded from global fashion conversations unless filtered through Western frameworks. Her studio practice responds to that gap. Ogisi describes her work as an ongoing study of textiles, material history, spiritual systems, and everyday African life. She treats each collection as a research project rather than a seasonal release, drawing inspiration from these studies.
Her presence across cities in West and East Africa supports her sourcing and community partnerships.
Lagos remains a creative and organisational hub. Accra connects her to weaving communities and dyeing traditions. Nairobi hosts her research projects and installations, many of which examine how local materials shape identity. The brand’s trans-African structure gives IAMISIGO a geographic depth rarely found in independent labels.
Materials, Techniques, and Textile Histories
IAMISIGO’s material foundation is built on local fibres, natural dyes, handweaving, and slow textile development. The brand engages artisans in Nigeria, Ghana, Kenya, and neighbouring countries to revive processes that existed long before industrial production. These include handloom weaving, regional stitch practices, and dye systems developed from natural sources such as hibiscus, walnut, charcoal, and salt. These methods reduce chemical use and maintain the integrity of long-standing African craft processes.
Some collections include materials linked to specific cultural histories, such as barkcloth, a fabric produced from the inner bark of particular trees. Barkcloth has roots in spiritual ceremonies, everyday dress, and social rituals in several African societies.
By integrating such materials into present-day silhouettes, IAMISIGO preserves a fabric that industrialisation has almost erased from mainstream use. This approach does not replicate the past; it shows how indigenous materials can operate in modern fashion systems when treated with respect for their origins.
The brand also uses upcycled textiles and recycled fibres. Ogisi’s rationale is not based on marketing language but on practicality: many artisan communities have longstanding traditions of reworking and reusing materials due to scarcity or cultural values. IAMISIGO’s adoption of this practice keeps that logic alive rather than replacing it with rapid-production alternatives.
Conceptual Direction and Cultural Research
Each IAMISIGO collection is structured around a research theme, often relating to African myth, ancestry, or ritual practice. Rather than designing only for appearance, Ogisi documents cultural systems and translates them into material form. This approach is consistent across her exhibitions, art installations, and fashion presentations. She describes this as “decolonising the mind”, which refers to recentring African perspectives in the creation and interpretation of textile work. The garments, therefore, serve as both clothing and cultural documentation.
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Global Reach and Industry Recognition
IAMISIGO’s methodology has attracted international attention. One of its most noticeable achievements is winning the Zalando Visionary Award 2025. The award recognises design houses that demonstrate responsibility, research, and contemporary relevance.
The prize includes support, visibility, and, most importantly, a slot to present at Copenhagen Fashion Week (CPHFW). IAMISIGO’s showcase at CPHFW was an important milestone in positioning African craft-based fashion within the European industry, which often overlooks such work.
The brand has also appeared in international editorials and interviews, including coverage in Vogue, Dazed, and other global platforms that focus on designers who push craft boundaries. These features highlight IAMISIGO’s integration of heritage techniques into contemporary structures, a quality that stands out in a global market saturated with rapid production.
The recognition is not based on scale or volume but on cultural and methodological impact. IAMISIGO’s presence at major platforms demonstrates that African textile practices can hold their place in global dialogues without relying on Western reinterpretation.
Operations Across African Countries
IAMISIGO’s structure across Nigeria, Ghana, and Kenya is central to its design and sourcing model. Working across multiple regions ensures continuous interaction with diverse craft communities and gives the brand access to a range of dyeing, weaving, and material-specific skills. The Lagos–Accra–Nairobi network also strengthens the brand’s research capacity and broadens its documentation of indigenous practices. This multi-country presence creates a stable foundation for long-term craft preservation rather than isolated collaborations.
Patronage and User Experience
IAMISIGO’s buying process reflects its slow-design philosophy. Pieces are mostly made-to-order or limited-run, which means buyers should expect longer production timelines. This system ensures artisans have enough time for weaving, dyeing, or textile preparation and reduces waste.
Consumers can access the brand through:
- The official website, which lists collections and direct contact information
- The brand announces new drops, studio activities, exhibitions, and research projects on Instagram.
- Select stockists and platforms that carry independent African designers. IAMISIGO’s Zalando achievement also expands its presence in European retail markets.
Buyers should be prepared for high craftsmanship costs due to the labour-intensive nature of the materials. Care requirements also differ from conventional garments: natural-dye pieces should be hand-washed gently or professionally cleaned to maintain fibre integrity.
Why IAMISIGO Matters
IAMISIGO’s significance goes beyond clothing. It preserves endangered textile knowledge, gives artisans sustained visibility, and presents African craft practices to global audiences through accurate representation rather than diluted aesthetics. The brand’s growth shows that indigenous materials can achieve global relevance when research, documentation, and skill are prioritised. IAMISIGO does not compete on speed or trend cycles; it competes on expertise and cultural depth.
For more groundbreaking African designer spotlights, explore the full collection on Omiren.
FAQs
- Who founded IAMISIGO?
IAMISIGO was founded by Nigerian fibre artist and creative director Bubu Ogisi, who operates across Nigeria, Ghana, and Kenya.
- What materials does the brand use?
The brand uses local fibres, handwoven textiles, natural dyes, and occasionally barkcloth and upcycled materials.
- Has IAMISIGO shown at any major global fashion week?
Yes. After winning the Zalando Visionary Award, IAMISIGO presented at Copenhagen Fashion Week.
- How can customers buy IAMISIGO pieces?
Through the brand’s website, select stockists, or by contacting the studio for made-to-order pieces.
- Why is IAMISIGO considered a craft-preserving brand?
It works directly with artisan communities and centres indigenous African textile knowledge in every collection.
