The Wardrobe Unveils Ade~Fashioned to-Fit

Ugo Aliogo

Leading fashion
brand, The Wardrobe has unveiled an iconic African-centric fashion brand ‘Ade~
Fashioned to-Fit’ to solve the challenge faced by most African fashion
enthusiasts with finding Africa fit sizes ready-to-wear garments.

Speaking at the
official launch of the brand in Lagos, the Managing Director, The Wardrobe,
Mrs. Adetowun Awofeso said Ade is a home-grown fashion brand powered by The
Wardrobe Ultimate Concept Limited that seeks to clothe Nigerians and Africans,
at home and in diasporas with high-quality ready-to-wear outfits that meet
their tastes, African shape, and values.

She also noted that
the focus of the brand is to give Nigerians and African their true African
identity and pride.

She explained that as
a fashion business with many years of practice and a truly African business,
the organisation has taken the responsibility of creating a home-grown fashion
identity that defines, “our African true figure, fashion tastes, values, and
needs.”

Awofeso remarked that
Ade fashion brand prides itself in its vision which is to be the topmost
African ready-to-wear fashion brand on the continent, with a global presence
and mission to design, produce, and retail high-quality fashion items
that fit the African body, values, and taste.

She hinted that the
proposition of the brand is to ensure that every African has access to
high-quality fashion items that fit them perfectly without needing any
adjustments.

She remarked that the
target market are the middle income working class African women and men between
25 – 40 age grade as well as 40 – 60 age grade, noting that the outfits are for
corporate and formal occasions.

According to Awofeso,
“The COVID-19 lockdown had helped to expose Africans and the over-dependence on
everything foreign and revealed the almost loss of identity as Africans.

“Having
identified this problem of near loss of identity amongst Africans, there was
the need for the ‘Ade’ brand to evolve and attempt to redeem the true African
identity.

“One major area of the over-dependence on
foreign products is in the fashion industry. Ironically, most fashion products
made in Europe or Asia, especially Ready-to-Wear garments, are produced for
their figure, taste type, and values and not for Africans.

“This spurs the
need for adjustments on ready-to-wear garments bought outside the country.
Hence, ‘Ade’ as a brand is birthed to take full responsibility for creating a
home-grown fashion identity that defines the true African figures, fashion
tastes, values, and needs.

“The brand, ‘Ade’
represents and emphasizes perfect fitting, that is, fashion to fit the African
shape. By this, the ‘Ade’ brand is set out to fill the void created and solve
the struggles of people looking for the perfect shaping and sizes in
ready-to-wear fashion.

“Hence, one of
‘Ade’s essence is ‘to ensure clients get their perfect fits and sizes.
The key promise of the brand Ade is making available, high quality
ready-to-wear garments that fits the African shape. And this it is positioned
to achieve, taking cognizance of African unique sizes and shapes.

“‘Ade’, as a foremost
African fashion brand, seeks to clothe Nigerians and Africans at home and
abroad with high-quality Ready-to-Wear outfits that meet their tastes, African
shape, and values.

“This is
expected to give them their true African identity and pride. To achieve this,
the brand, ‘ADE’ has developed a standard body measurements chart for the
African body shape, known as Afric Size Chart.

“The Afric sizes
have been developed into three categories and these are – Afric Size Regular,
Afric Size Plus, and Afric Size Minus.”