In a fashion industry overflowing with trends that fade as quickly as they appear, Daniel Adetona stands out as a designer with a clear mission: to create clothing that feels alive, functional, and ahead of its time. From sketching superheroes in primary school to building Prayr Studios into one of Nigeria’s most forward-thinking fashion labels, Daniel’s journey has been guided by imagination, intention, and an obsession with futuristic design.
In this conversation, Daniel opens up about his creative process, the milestones shaping Prayr Studios, and the mindset driving his rise in the global fashion scene.
How did your journey into fashion begin?
I always loved drawing superheroes in primary school. Most times, it was never the power that caught my eye but the fits. I saw movies like James Bond and Star Wars, and the fact that the pieces they wore were so unique and interesting always made me want to design futuristic pieces that caught people’s attention.
Let’s talk about Prayr Studios and its milestones.
Prayr Studios is hitting a milestone every day, honestly, but this year we had our first-ever runway, pop-up, and exhibition. It’s been fun, that’s what matters to us. The idea of doing a showroom was put in my head by our previous creative assistant. She mentioned it, and it stuck in my head, and I woke up one morning and figured out how it was possible to do a showroom.
When people hear “Prayr Studios,” what would you want them to think of first?
Function, always function. I would always like to be associated with being forward-thinking and being ahead of my time. I feel it is also essential to be grounded in the present time. This is why I make our marketing relatable and present pieces in a way that is understandable to everyone. The items made are already complicated, so why complicate the communication of the pieces?
What inspires you to create “functional clothing?”
Boring fashion. I love it when clothes make people feel something and invoke a sense of magic, so seeing so much staleness inspires me never to be stale.
Seeing people like Issey Miyake always made me want to create clothes that were fun and pushed fashion forward. No matter what anyone else is creating, I believe it is important to always think outside the box.
What’s your favourite piece that you’ve created?
The Infinity Belt I made with my creative director, Interlude.
That piece was made after I had a discussion with Interlude about creating an impossible belt, a belt that, if we did not make, no one would have made in the next 30 years.
Congratulations on your first runway show. How would you describe the feeling?
It felt like a vivid, fever dream because I was seeing ideas I had in my dream on the runway.
A runway is so hard to do; I cannot believe I did it, honestly, because so much goes into planning. You have so many people who need to do their job, and if they don’t, you would be screwed. It really takes a lot from you, so I felt drained and fulfilled at the same time.
Tell us how the collaboration with Dr Martens came to be.
I had an idea for a 2-in-1 shoe. I reached out to Teddy Opong, who was able to figure out how to bring it to life, and Dr Martens’ team luckily saw it.
We made the prototypes, and I was privileged enough to do a shoot for the Dr Martens’ Adrian loafers.
Do you believe in fast fashion?
I hate fast fashion because it exploits 3rd world countries, but I believe it shows the consumers’ interests and behaviours. People are in poverty, jobless, and struggle, so if cheaper clothes are what they can afford, let them.
Fast fashion is needed; if it weren’t, it wouldn’t exist. Fashion is always a reflection of the current time. I wish that in the next few years, people will be more educated on the items they are purchasing and the workforce behind them.
What fashion houses are you dreaming of collaborating with?
Prada: I would be the creative director of Prada soon, and Interlude would be the creative director at Loewe.
Prada has always been a dream of mine. I love the fact that a brand can stand the test of time and can keep going for so long. This is a brand that has been at the top for so long and has put out so many important and timeless pieces. I would love to work at the helm of such a company.
Do you plan on having a runway show in Nigeria anytime soon?
I would do one next year; it would be our biggest yet.
Nigeria has an untapped fashion scene, and I would love to use it as an opportunity to partner with talented creatives and shine a light on overlooked aspects of the media.
For people about to start out in the fashion industry, which would you say is the most important: passion or talent?
Passion is definitely more important. If you are not a workaholic, the industry would chew you up and spit you out.
I came up with a theory I call the loophole theory: wherever you want to work or be in any industry, find something that is overlooked and that people ignore, but that would be important in 1-2 years. Find a way to plant your ideas into the architecture of that industry, and watch the snowball effect unfold.
As Daniel Adetona continues to push the boundaries of what fashion can be, one thing is clear: his vision is rooted in purpose, passion, and an unshakeable belief in the future of Nigerian creativity. From building impossible accessories to staging his first runway show, his path reflects a rare mix of ambition and authenticity. For young designers looking to carve their own path, Daniel’s story is proof that innovation thrives where passion meets persistence. And with his bold dreams for Prayr Studios and the wider Nigerian fashion scene, this feels like just the beginning of a legacy in the making.
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