Beautiful Chaos: On the Ground in Lagos

From Lagos with Love – Hustle, Fashion & The Future

Author

Umoja linn
February 01, 2025

Hi linners!

While most people were returning and recovering from 'Detty December' in Africa, I was doing the opposite - packing my bags and heading straight to Lagos for the entire month of January.

Why?

As a business that works with and services African Fashion designers, including those based in Nigeria, we know that to effectively operate and scale in the fashion technology space within the African industry, we need our feet on the ground.
So, I spent my days meeting designers, seeing their craftsmanship up close, listening to their stories, and, of course, experiencing the vibrant and beautiful chaos that is Lagos - one stitch, one bite, and one beat at a time.

To give you a fair and fashionable reflection of my time there, I thought I’d summarise it into “ThingsINoted” and “StrikingFashion” - aka, the real tea on what’s happening in the industry and some style inspo for your next fit. And when you’re ready? Let Us Bring it to Life HERE.

#ThingsINoted

  1. The ‘Reverse Japa’ Movement: Betting on Africa’s Future 

    While many have left for better opportunities abroad, an increasing number of entrepreneurs and creatives are making their way back to the continent - believing that real potential lies here. Yes the challenges are real—unpredictable infrastructure, shifting economic landscapes, etc—but so are the opportunities. The fashion industry is no exception. We see designers leveraging their global experiences to shape the future of African fashion.

  1. Innovate or Die: Chronicles of an African Entrepreneur

    Entrepreneurship is tough anywhere, but in Nigeria? It’s like playing chess… on a moving bus. It's really an Innovate or Die situation, and African designers are rising above the challenges. They aren’t just talented; they are strategic, constantly pivoting, and finding ways to scale despite challenges like erratic power supply and shifting economic conditions. Their drive is inspiring - and at Umoja linn, we are simply here to make their journey smoother with tools that help them manage, grow and complete on a global scale.

  1. Operational Excellence (or Lack Thereof): The Gap in Structure

    African Fashion designers are some of the most gifted, innovative, and detail-obsessed creatives out there. The way they mix prints, play with textures, and bring life to fabric is nothing short of magic. But here’s the thing - many are so focused on creating that the business side of things often takes a backseat.
    A lot of the designers I spoke to admitted that their process isn’t as structured as they’d like. Customer inquiries? Mostly handled through DMs. Orders? Tracked in notebooks or note apps. Payments? A mix of transfers, cash, and “I’ll send it soon.” It’s not that they don’t want better systems - it’s that they’re juggling a million things at once, and the backend operations often feel overwhelming.

    The reality is, without a more streamlined approach, things start to slip - missed messages, delayed orders, frustrated clients. And no one wants that.
    More digitisation, clearer processes, and better tools could change the game for African designers, helping them scale without the growing pains. That’s exactly where Umoja linn steps in - to make life easier, not harder.

#StrikingFashion

Lagos served looks, and I took notes! Here are some of the most striking creations I spotted this month in Africa’s fashion capital. Enjoy!

Smoked Ruffle Top

Asymmetrical ruffle skirt

Ruched Statement Two-Piece

Adire, multi print sets

Raffia fringes

bold, multiprint bubu

#UntilNextTime

My time in Lagos made this 90-day month go by in a flash!
It’s clear that African Fashion Designers are shaping something incredible, and we’re just getting started.

With that, I hope you’ve enjoyed this Newsletter. As always, if you have any feedback do not hesitate to reply directly to this email.

Stylishly Yours,

Umoja linn