December 16, 2023 |
“I would definitely say it’s gonna die, you know?” Said the late, great Virgil Abloh in a 2019 Dazed interview on the future of streetwear. Nearly five years after what at the time was a truly shcking statement, it seems that streetwear is not only alive and kicking, but exponentially expanding. Iretidayo Zaccheaus, known as ‘Ireti’ is the Lagos-born streetwear entrepreneur breathing new life into what has been such a steadfast part of the fashion industry. In 2018, merely a year before Abloh’s rather controvserial statement, Ireti was on the brink of reviving the streetwear sphere that was eventually “gonna die”.
Street Souk, founded by Ireti when she was just 18, is Africa’s largest streetwear community and covention. Born out of a culmination of her passions, Ireti tells us that Street Souk was “inspired by how creative, free and innovative brands were. It was raw and authentic, and it was built out of a real love of streetwear culture and design, not for money”. Currently in its sixth year, the next Street Souk convention will be take place in Ireti’s birthplace, Lagos, on December 17 from 12pm-10pm at Harbour Point VI.
While other first year university students were mainlining pot noodles and coming to terms with adult life, a streetwear revolution was beginning in Ireti’s modest uni accommodation. “I started Street Souk in my uni dorm in Manchester,” she says. “I put a call out for brands on my social media and that was the beginning of Street Souk. I realised I had a couple of friends with streetwear brands and I had the blueprint of putting on an event”. While Street Souk’s foundations were laid, pioneering this was never going to be easy. As a young Nigerian woman taking on what she calls a “boys club-esque” corner of the fashion industry, Ireti knew the “biggest challenge” was going to be being a “woman in a male dominated industry”. And yet, being halted in her tracks was never an option for Ireti because, as she rightly states, “streetwear has no gender.”
Ireti was clear in her intentions for Street Souk and has called it a “launchpad” for African brands, that in other spheres were being swept under the streetwear carpet. “My motivations for Street Souk are the Nigerian youth, there are so many young and talented individuals in the community that deserve an opportunity to showcase their work to the world”, Ireti tells us. Acting as a propeller for smaller and local brands, as well as the big hitters, Ireti’s credentials are not to be played with. Having worked alongside industry giants such as Off White, Nike, Mowalola and many more, Street Souk has well and truly established itself as the place to be. With past event guests including, Naomi Campbell, Virgil Abloh, Slawn, and Clint of Cortiez, it’s clear that her conventions are essential viewing for fashion and streetwear fans. With the Lagos kicking off on Sunday, anticipation is building on Street Souk’s social media, with the event hosting around 150 stalls from a plethora of brands and around 10,000 people expected to attend. Of the Lagos event Ireti says “I’m most excited for the layout. We’ve changed a couple things this year and I’m excited to see how people react to it. I’m also very excited to see a lot of new brands that I wasn’t familiar with before. And of course, I’m looking foward to the fits, I know people always make a special effort for Street Souk.” She adds, “[A] brand to look out for – Bola PSD!”
Ireti’s one’s to watch? “WWYD by Ayanfe Olarinde is one of my favourite brands, she is one of the most creative people I have ever met, she’s an artist, DJ and her designs are so original and fun, they also push gender boundaries which I love, everything is unisex”.
When she’s not skyrocketing smaller African brands into the streetwear stratosphere, Ireti tells us that her favourite trends to indulge in are “luxury sweatpants lol and dad trainers”, going on to describe her personal style as “cosy, coordinated, and steezy”. The young fashion pioneer is smashing her current domain, but she’s already got her sights set on the future. “Denim Tears, Human Made, Martine Rose, Kith and Supreme are all very high on my list of dream collabs” she says. And while that’s no small feat, considering Ireti’s track record, we expect it’ll only be a matter of time before all those dreams transform into a reality.
Photography courtesy of Street Souk.
