Damilola the founder and creative director of Dammy’s Asooke Concepts, is changing the way we perceive and wear traditional Nigerian fabrics.
After graduating from university, she took a leap of faith and started her Asooke business in a small shared space. With the support of her family and husband, she’s turned her dream into a thriving reality.
But Damilola didn’t stop at selling Asooke fabrics. She saw an opportunity to break boundaries and launched a ready-to-wear line. “A lot of people always assume Asooke can’t be ready to wear,” she explains. “But have you seen the looks on our Instagram? We’re doing it and we’re killing it.”
Damilola’s vision is clear: she wants to make Asooke fun and fashionable for everyone! “It shouldn’t be limited to weddings,” she says. “Asooke can be a part of your everyday style.”
Tell us about yourself and your brand Dammy’s Asooke.
My name is Damilola Akintelure, I am the creative director of Dammy’s Asooke concepts. I’ve always been excited about fashion and looking good. This love for styling and fashion started from childhood. I always wanted to be the girl who stands out with just her outfits and I took a lot of pride in being the kid with the brightest or cutest outfit.
As an adult today that love for fashion has remained, and now I’m even more passionate about making other people look good.
How did you start your brand – Dammy’s Asooke?
After I finished university I wondered a bit about what to do next. The only time I ever had a job was during my NYSC when I served at the office of the secretary to the government of federation. But after service I just couldn’t get a job. And to be honest I didn’t like the idea of a 9 to 5 because I’ve always wanted to run my own brand.
So I started my Asooke business in a small shared space I rented with my best friend. She was a makeup artist and while she did makeup, I provided Asooke for the models. That’s literally how Dammy’s Asooke started. I was able to gather some money from my parents and with the support of my lovely husband I’ve been able to grow the brand to what it is today.
Now we make all kinds of Asooke outfits from brides and grooms Asooke wears to everyday casual and trendy pieces. We weave and sell Asooke Gele and I’ve also launched a ready-to-wear line with Asooke.
That’s really impressive! Asooke ready-to-wear? Now that’s revolutionary.
A lot of people always assume Asooke can’t be ready-to-wear or can’t be used for everyday outfits but have you seen the looks on our instagram? We’re doing it and we’re killin it.
How did you go from selling fabrics to launching ready-to-wear designs?
It was kind of random. I posted some pictures of some Asooke outfits I made for myself and a lot of people loved it and wanted the exact same outfits. And I thought to myself – I could do more of this.
Absolutely! Where do you see your brand going in the next 5 years?
My goal is to get people to see that you can wear Asooke to any function. We’ve released lots of Asooke everyday outfits like palazzo trousers, blazers, shirts, skirts and even boubous. And people love it!
My goal was to show the world that Asooke is more than just a Gele. I’m so proud to see how my brand has inspired people to embrace this beautiful fabric in new and exciting ways. Asooke is versatile and can be rocked everywhere. Today we enjoy patronage even from people in the diaspora.
That’s fantastic. How have you been able to build your business to what it is today?
Consistency is my superpower. I show up every day, I keep putting my best foot forward, I keep thinking of ways to do better and do more. And I’m happy to see my efforts paying off.
What’s something you want everyone to know?
We should all be more intentional about “Buying Nigerian”. Because Nigerians are creative, we are skilled and we are extremely talented. Anytime you spend on a Nigerian brand you’re sure you’ll be getting your money’s worth. And buying Nigerian will also help to boost our economy.
Shop from Dammy’s Asooke Concepts HERE