WAFFLESNCREAM is known for their promotion of the skateboarding culture into the heart of Nigerian youth culture, but something that’s been left out is their creative side which is also a big part of the company one it shares in its core values ‘WAFFLESNCREAM is a community of like-minded skateboarders, BMX riders, graffiti artists, photographers, musicians, graphic designers and video directors to bring a genuine approach to celebrate subcultures.’
With a community of creatives, they’ve been able to fuse their love for clothes and skateboarding with film, photography, and music unorthodoxly in a way that embraces their freedom and love for life.
DISSOLVED RAINY/WET ’18 AD explores this side of them as they call on the bike riders, popularly known as ‘okada riders’, a means of transportation Lagos, one of the busiest cities in the world to help with the campaign of their original white logo tee, as we wait on the lookbook for their new collection, dropping soon. The images were taken by Baingor Joiner, the company’s in-house photographer, and filmmaker who also made one-minute short film to accompany the new campaign which follows an ‘okada rider‘ on the streets with a voiceover of the Nigerian coup as the military takes over sort of signifying a hostile take over of the streets filled with eager youths against the old ways of Nigeria, the country that houses WAFFLESNCREAM.
