By Chinazam Ikechi-Uko.
They say Rome wasn’t built in a day however, a day can make all the difference, as seen when Rome fell. It might seem like an overnight success, but there have been several days of dedication that PITH Africa experienced before it became the youth’s latest obsession.
Diamonds are a girl’s best friend but ask a Lagosian to show up at a festival in their most prized possession and a couple will show up in PITH Africa. This theory was exercised during the Detty December season, from Streek Souk to Nativeland, a PITH collection could be spotted all over the scene.
The fascinating part about PITH is its ability to play an if you know you know part while being a forerunner of the Nigerian streetwear drama. The Nigerian streetwear industry is synonymous with Tees, cargos and a whole lot of brand names slapped across garments. But as all great brands established before them, PITH has successfully created an identifier for the brand separate from its name making it- an if you know you know.
PITH wearers can easily be spotted thanks to a flower silhouette. The flower is the logo of the brand and PITH explores various ways the logo can be used in garment production; from flower cut-outs to bras made in the shape of a flower, PITH is constantly creating an intriguing spin. The variations of these designs could be spotted at every young adult gathering lately so how did PITH get here?
CREATION OF PITH:
From the streets of Babcock came PITH Africa, a fashion house not just crafting clothes, but weaving narratives. Founded in 2020 by three creatives – Cosmas Ojemen, Nez Anazodo, and Adedayo Laketu. PITH aims to be more than a brand but rather a vibrant ecosystem celebrating Africa’s evolving identity through art, community, and conscious creation.
According to NATIVE, “PITH Africa was spontaneously conceived in 2017 by three friends – Nezodo, Ojemen Cosmas, and Adedayo Laketu – during their university days. Their shared creative passion and evolving vision laid the foundation for the brand.” The brand’s name is inspired by the English word meaning essence and the innermost layer of a plant, the pith, hence, the use of the flower silhouette.
The PITH story began organically, a seed sown during a late-night conversation between friends united by a shared passion for pushing creative boundaries. They envisioned a platform that spoke to the aspirations and realities of their generation – young, dynamic Africans shaping their destinies. This spirit birthed Pith, drawing its name from the essence of a plant, the core from which it thrives.
PITH COLLABORATIONS:
PITH Africa primarily targets the young African generation, deeply ingrained in a globalised world. Their designs cater to this tech-savvy, creative tribe of artists, entrepreneurs, and innovators shaping Africa’s future. PITH strives to build a community around its brand and has been successful through fostering artistic collaborations and hosting events that celebrate art and subcultures; PITH is known to occasionally organise pop-ups.
The “Pith Lagos” collection captured the city’s raw energy, while “Diaspora” explored the complexities of identity across borders. Their collaboration with ThisIsUs, “PITHISUS,” pushed the boundaries of sustainable fashion with upcycled denim creations. Each piece tells a story, sparking conversations and challenging perceptions.
Their collaborative spirit has seen them partner with brands like WafflesandCream and THIS IS US, amplifying their reach and impact. But their greatest achievement lies in the hearts they’ve touched, the young creatives they’ve inspired, and the vibrant community they’ve helped build.
THEIR BEST COLLECTION YET:
With British Vogue, Dazed, Highsnobiety, i-D features and collaborations with renowned brands such as THIS IS US, Kkerelé and WAF, PITH has built a pretty portfolio for itself. The brightest dots for PITH began connecting in 2022, the year it found its match.
PITH’s latest collection organically became the it-garment of December. The magnum opus is a flower-shaped bra which leaves little to the imagination. PITH took an experimental risk and created its most racy outfit yet.
The yellow and blue denim bra is an insight into the mind’s being PITH. Its risque design makes it an exclusive piece that can only be pulled off by the brave, hot and bold. With a matching skirt, the two-piece looks like an outfit that should be on Maddy in Euphoria.
The barely there attire solidified PITH’s place as more than a basic streetwear label with collections of logo-filled t-shirts. PITH’s unique approach to fashion, describes itself as creating art through imagery, fashion and curated experiences inspired by Africa’s evolving identity.
The brand’s unique approach to fashion and its ability to create art through imagery, fashion, and curated experiences have made it a forerunner in the Nigerian streetwear industry. PITH’s collaborations with renowned brands and its latest collection, which features a flower-shaped bra, have solidified its place as a brand that is not afraid to take risks and push creative boundaries. With PITH, the Nigerian youth have found a brand that speaks to their aspirations and realities, and it is clear that PITH is here to stay.
