Another week, another meet the maker… introducing designer Abigail Ajobi!
Abigail graduated from London College of Fashion in 2019 and went on to establish her brand, Abigail Ajobi, in October 2020. The brands guiding principles are spreading social awareness, empowering community and being actively sustainable. Each collection donates part of the profits to support a charity/foundation relating to the themes within the collection.
See what Abigail had to tell us below!
What attracted you to your craft?
I think my culture and my environment. I was born and raised in England however, my heritage is Nigerian. Growing up with such a rich and colourful culture, I feel it subconsciously sparked my love for fashion.
What does your typical day look like?
Recently with London fashion Week less than two weeks away, plenty of admin and a lot of tying up loose ends and finalising the new collection.
When you’re not working / studying what do you enjoy doing?
Listening to music and eating fruit!
Does your product have an environmental focus/does it support the circular economy? What is the USP (unique selling point) for your products?
Sustainability is not only about being ‘green’ but the part you take to uplift your community and the people within it also. I believe sustainability is about the preservation of life, which makes community important to us as a brand. This is why, with each collection part of the profits support a charity/foundation pertaining to the themes raised.
It is important for Abigail Ajobi as a brand to promote sustainability through the spread of social awareness in our themes and charity partnerships but also sustainability in our practices and production all the way down to our designs. This is why the ‘convertible’ clothing functionality has been carried over from our previous collection. This means many of the pieces can be worn in multiple different ways, from shorts to full length trousers ect. As well as this we produce limited quantities from deadstock and sustainable fabrics. Placement prints are not used which makes each piece unique to the individual and also helps to reduce waste. We make a point to invest back in to the UK’s craft industries by sourcing our materials and services locally. We also reuse the off cuts of our production to produce small accessory pieces such as masks.
Please can you provide a little more info on how your interest in design started and developed?
It is also traditional in my culture for family’s to wear the same cloth at big events. Each individual purchases the fabric from the same place but will then create a unique design for themselves. Being the youngest in my family and watching all of this from a child definitely had an impact on me. Plus both my parents have a keen eye for fashion. And here we are.
Do you have any favourite items in the collection?
It is hard for me as the creator to choose my favourite, however I really admire the prints in this collection one of which is made from a 50% recycled soft woven jersey to emulate the idea and feeling of comfort. These prints are inspired by domestic items that can be traditionally found in the home. The Multi blanket print features the Ajobi emblem, traditional floral wallpaper pattern and the image of a hand crafted wooden ‘Ayo’ Board with the head of Benin/chiefs head which was specially carved for my mother in Nigeria many years ago. This is a game that has since become a favoured family pastime. It was essential for me to include things in this collection which are personal, which also highlight elements of my lockdown experience and thing that can be found not just in my home but also in the homes of others.
How would you summarise your collection is a sentence?
A shared experience which explores the discomforts of lockdown through the comforts of clothing.
Does your work have a social impact?
Yes, with each collection part of the profits support a charity/foundation relating to the themes raised. We make a point to invest back in to the UK’s craft industries by sourcing our materials and services locally.
Also, to encourage a slower fashion cycle, we do not produce preliminary/resort collections between main seasons to allow our customers to appreciate their garments for longer. By creating limited pieces, this provides the exclusivity and individualism that our customers strive for.
What are your hopes for the future/ where would you like to take your design career/ collection?
I hope that as my business grows that I am able to do more great things that have a positive impact on my community and my environment. I would also like to build a strong team to accomplish this with and achieve new levels.
Click here to see Abigail’s fabulous products available to purchase at not just a shop.
Abigail also popped into not just a shop to talk us through her brand and products. Find our more about what she had to tell us over on our Instagram.
Don’t forget to come back next week to meet another of our talented makers!