My goal is to create fashion that appeals to a wide range of individuals, not limited to a specific subculture. -Ayakeme Udokang
Ayakeme Udokang embarked on a remarkable journey into the fashion world that defied convention and ignited a passion that would shape her destiny. Her early years were immersed in the pulse of the fashion industry, with her mother managing the Grand Atelier brand in Abuja. Fashion magazines and creative influences were her constant companions, nurturing her innate sense of style.
Yet, her path to fashion was far from predetermined. It was the allure of unique fashion pieces that kindled her inspiration. One particular design, a hidden gem discovered online, sparked a fire within her. Unable to find this elusive piece in the market, she auditioned to craft it herself. What began as a quest for sartorial uniqueness soon blossomed into something life changing – GAEA LUMI.
GAEA LUMI is not merely a fashion brand; it’s a manifestation of her unyielding creativity and determination. What started as a personal experiment garnered the admiration of her friends, leading to the organic evolution of Gaea Lumi into a brand that now stands as a testament to her vision.
The significance of “GAEA LUMI,” the brand’s name, is emblematic of her deep connection to nature and her Yoruba heritage, as she intertwined “Gaea” with “Lumi” from her name, Pelumi. This brand is not just about fashion; it’s a narrative that weaves the threads of identity and self-expression into every creation.
In the interview, we delve into the captivating story behind her Okpu Agu bucket hat and balaclava combo – a design that not only turned heads but captured hearts worldwide. Moreso, we discuss her creative influences and the struggle to maintain a balance between her Nigerian heritage and western influences, marking her strive for innovation and sustainability.
How did you first get into fashion, and what inspired you to start GAEA LUMI?
I was practically born into a fashion-centric environment. My mother is a fashion designer who manages the Grand Atelier brand in Abuja. Growing up, I was constantly immersed in the fashion world, surrounded by fashion magazines and creative influences. The idea for GAEA LUMI emerged from a desire to obtain unique fashion pieces. There was one particular piece I came across, possibly on Tumblr or Pinterest, which I couldn’t find in Garki Market, Wuse Market or Utako market, so I decided to try making it myself. As I began crafting these items for my personal use, my friends admired what I was creating, and that’s how GAEA LUMI transitioned into the brand it is today.
How did you come up with the name “GAEA LUMI”?
Selecting the right name was a crucial decision. I had a discussion with some friends about this. I was torn between “GAEA” and a few other options. One of my friends suggested “GAEA” because of its connection to nature and Mother Earth. To incorporate a part of my Yoruba heritage, I chose “LUMI” from my name, Pelumi.
The Okpu Agu bucket hat and balaclava combo you designed gained significant attention. How did the collaboration with Odumodublvck come about, and how did it impact your brand?
Initially, the Okpu Agu design wasn’t made for Odumodublvck. A client reached out to me with the idea, and that’s how it all started. When I shared the first piece online, it went viral on social media, with several people tagging Odumodublvck. Odumodublvck reached out to me, and our collaboration began. It has now become an integral part of his brand identity, and our partnership has been truly remarkable.
Can you elaborate on the term “Alte” and how it influences your designs and customer base?
While I wouldn’t exclusively categorize my customer base as “Alte,” my designs are undoubtedly influenced by an alternative and creative aesthetic. GAEA LUMI’s focus is primarily on streetwear, but it also incorporates an element of sophistication and self-expression. My goal is to create fashion that appeals to a wide range of individuals, not limited to a specific subculture.
Nigeria’s fashion often blends aesthetics with foreign ones. How do you balance preserving traditional designs while adding a modern twist?
Currently, we’re working on some innovative projects. I find myself frequently overflowing with creative ideas. The execution is not a problem, as I have a team of creative individuals who understand the fashion we aim to create. We’re all passionate about pushing the boundaries of what was, what is, and what can be.
What challenges have you faced in the fashion industry as a newcomer, and how have you overcome them?
The challenges are indeed numerous, especially regarding consumer perceptions and pricing. Potential clients often underestimate our prices due to our small brand status. Additionally, operating in Nigeria comes with economic challenges and issues with payment platforms. However, we’re expanding our team, which has helped address some of these challenges.
What advice do you have for aspiring fashion designers looking to make a unique mark in the industry and find their creative voice?
Collaboration is essential. Initially, I didn’t fully appreciate its significance, but it has been crucial to my journey. No one can do everything alone, and through collaboration, you can achieve more than you might individually.
Your brand follows a slow fashion model and is eco-friendly. Can you tell us more about the sustainable practices you employ in your designs and how they align with your brand’s values?
GAEA LUMI embraces sustainable practices in several ways. All our pieces are handmade, and we prioritize the use of locally sourced, eco-friendly materials. We’re also exploring recycling initiatives, such as transforming T-shirts and jeans into yarn. Additionally, we’re planning a campaign where people can donate old clothing to promote a “your trash is our treasure” approach.
Are there any upcoming projects or collections you’d like to share or potential plans for GAEA LUMI?
We have some exciting projects on the horizon. This year holds great promise for GAEA LUMI, with a capsule collection named “ISONG,” which translates to “EARTH.”
*Edited by Amirah Deji-Abiola
