Araoluwa Popoola: Stitching a Legacy – The Intricate Art of Building a Global African Fashion House
“I feel like when you wear outfits, it's an experience, and you have to feel that experience in totality.” - Araoluwa Popoola (Photo courtesy of Araoluwa)
By Omari Salisbury - @Omarisal
In the vibrant, pulsating heart of Ibadan, Nigeria, a city teeming with life, color, and an unyielding spirit of enterprise, a young Araoluwa Popoola found himself grappling with a seemingly trivial, yet profoundly impactful problem: the persistent inadequacy of standard clothing sizes. For someone blessed with height and a distinct physique, the quest for well-fitting attire was a recurring challenge. This wasn't merely a superficial concern; it was a daily reminder of exclusion, of not quite fitting into the mold of mainstream fashion. This persistent frustration became the crucible in which the seeds of Aramanda International Couture Limited were sown.
Araoluwa’s father’s garage, a modest space filled with the tangible remnants of his father's labor, became his first workshop, a place where necessity ignited the spark of creativity. He embarked on a journey of experimentation, of tailoring and reimagining garments, transforming his frustration into a burgeoning passion and a grand vision.
"Growing up, because of my height, I couldn't get outfits that fit me perfectly, because my sleeves are long," Araoluwa recalled, his voice tinged with a mixture of nostalgia, resolve, and a hint of amusement. This wasn't just a minor inconvenience; it was a defining aspect of his formative years, a constant reminder of his uniqueness. This very uniqueness, however, became his greatest asset. It fueled his inventive spirit and kindled an entrepreneurial flame within him. It wasn't just about clothes; it was about the profound act of self-expression, about feeling confident and empowered in one's own skin. This deep-seated understanding of clothing as an extension of identity has remained the cornerstone of Aramanda’s brand philosophy, infusing every creation with meaning and purpose.
“We have modernized the African kaftan in such a way that everyone can wear it, without losing the roots and the culture of the kaftan.” - Araoluwa Popoola (Photo courtesy of Araoluwa)
Araoluwa’s vision for Aramanda transcended the mere creation of clothing. He aspired to craft an immersive, transformative experience. “I feel like when you wear outfits, it's an experience, and you have to feel that experience in totality,” he passionately explained, his eyes gleaming with conviction. Each Aramanda piece is more than fabric and thread; it's a vessel of narrative, a story intricately woven into every fiber. It's not simply clothing; it’s a powerful declaration—a testament to heritage, ambition, and individuality. When one adorns an Aramanda creation, they're not just clothed; they are enveloped in an experience, a feeling, an aura that speaks volumes.
The "African tunic" is, without question, the heart and soul of Aramanda. This is not a superficial appropriation or a shallow nod to tradition; it's a profound and respectful reinvention. Araoluwa has skillfully taken the time-honored kaftan and imbued it with a contemporary design sensibility, crafting a garment that resonates with a global audience while simultaneously honoring its rich and layered cultural heritage. “We have modernized the African kaftan in such a way that everyone can wear it, without losing the roots and the culture of the kaftan,” he asserted with palpable pride. This meticulous balancing act, this harmonious convergence of tradition and modernity, is the distinguishing hallmark of Aramanda. His designs resonate deeply with those seeking a tangible connection to their African roots and those who simply appreciate the understated elegance and sophistication of his creations.
Navigating the labyrinthine and fiercely competitive Lagos fashion scene was akin to embarking on an arduous, uphill climb. Araoluwa’s initial strategy was anything but conventional. He boldly adopted a grassroots approach, personally visiting hotels and approaching guests with his designs. This hands-on, almost audacious tactic underscored his unwavering faith in his artistic vision. "At some point, I was sleeping in front of hotels," he revealed candidly, his voice tinged with the weight of the sacrifices he made. This wasn’t solely about generating sales; it was about cultivating relationships, about introducing his nascent brand to the world, one interaction at a time. This relentless and tenacious effort gradually yielded results, as his distinctive designs and the power of word-of-mouth recommendations began to create a palpable buzz, and Aramanda started to gain significant traction in the competitive market.
Fueled by an unwavering global ambition, Araoluwa strategically expanded Aramanda's footprint beyond Nigeria’s geographical boundaries. He ventured into the international arena, showcasing his collections at prestigious fashion events in Addis Ababa, Kigali, Nairobi, and the dazzling, cosmopolitan city of Dubai. Each city represented a fresh chapter, a new opportunity to present Aramanda’s unique aesthetic and forge meaningful connections with diverse audiences. Recognizing the vital importance of local representation, he appointed a brand ambassador in Nairobi, thereby solidifying Aramanda's presence in the crucial East African market. "I knew that I wanted to be global," he declared with resolute conviction, illuminating the long-term vision that has guided his every step.
The year 2018 emerged as a pivotal and transformative moment for Aramanda. Araoluwa’s presentation at a renowned fashion event in Dubai, a city that embodies luxury and international prestige, was met with resounding success. The overwhelmingly positive reception catapulted Aramanda onto the global stage, garnering significant attention and acclaim from discerning critics and consumers alike. This watershed moment prompted a strategic rebranding initiative and a sharpened focus on a discerning niche market of high-net-worth individuals seeking exclusive, meticulously crafted African fashion. "I feel like everybody loves Dubai, right? And I just feel for international acceptance. I feel like you have to go somewhere where people look to be," he explained, clarifying the strategic rationale behind choosing Dubai as a key location for his global expansion plans.
"I feel like when the opportunity comes, it might not come a second time," he shared. "So when it comes, take it by all means." - Araoluwa Popoola (Photo courtesy of Araoluwa)
Araoluwa’s journey, as with any entrepreneurial endeavor, has been marked by its share of trials and tribulations. One particularly challenging experience involved a significant project for the Pepsi brand. “My biggest failure was a job I did for the Pepsi brand,” he confided with a touch of vulnerability. Fabric quality issues necessitated the reworking of 1,500 garments, resulting in substantial financial setbacks and considerable emotional stress. Yet, this setback served as a powerful learning experience, revealing the resilience of his team and his own unwavering determination. His staff members generously offered to redo the work without pay, a gesture that deeply moved and inspired him. "I knew that I was doing something right with the people around me," he reflected, underscoring the paramount importance of building a strong and supportive team. This challenging experience ultimately forged a more resilient, cohesive, and unified unit.
In stark contrast to the Pepsi ordeal, Araoluwa’s collaboration with the legendary hip-hop artist NAS stands as a monumental triumph. "When I got that email [from NAS's team], to be honest with you, I was at a pub with my friend," he recounted with a wide, genuine grin. The unexpected email from NAS's team was a surreal moment, a powerful affirmation of Aramanda’s growing influence and prestige. Designing for NAS was a dream come true, further solidifying Aramanda's prominent standing on the international stage and expanding its reach to new audiences.
His impromptu encounter with Ludacris in Ghana further exemplifies his ability to recognize and seize opportunities. Upon learning of Ludacris’s visit, Araoluwa swiftly booked a flight. His proactive approach paid off, as he crafted a custom outfit for the rapper on very short notice. "I feel like when the opportunity comes, it might not come a second time," he shared. "So when it comes, take it by all means." This philosophy of seizing the moment, of embracing opportunities with open arms and a fearless spirit, has been a defining element of his remarkable success.
Popoola poses with Ludacris in Ghana in a moment that demonstrates Popoola’s commitment to seizing opportunity. (Photo courtesty of Popoola)
Beyond his undeniable creative brilliance, Araoluwa is a shrewd and astute marketer. He fully comprehends the vital importance of brand visibility and forging genuine, personal connections. "People need to be able to know who they are associating with," he emphasized. His strategic use of social media, combined with his authentic engagement with clients and celebrities, has been instrumental in cultivating a strong, recognizable, and relatable brand image.
Araoluwa’s vision for Aramanda’s future is expansive, ambitious, and truly global in scope. The imminent launch of a sophisticated e-commerce platform and app is merely the first step. To position Aramanda as a truly global luxury brand, Araoluwa welcomed Stan Mukoro—originally a client—as a brand ambassador before he later became a partner. His extensive experience in the luxury market further strengthens the brand’s presence in the high-end fashion space.
He envisions a thriving network of physical retail stores, ultimately franchising the brand on an international scale. Araoluwa secured a manufacturing partnership with HD Fashion Inc. in New York, the renowned tailoring company behind brands like Coach, Rag & Bone, Mimi Plange, and Versace. This strategic move ensures that Aramanda meets the highest international standards. Production is already underway, with the first reveal set for the brand’s exclusive fashion show at the Bentley Showroom in Atlanta in May 2025. Additionally, Araoluwa is actively seeking strategic investors to fuel this ambitious and transformative expansion. "If this business was to be in the US, would I be funded by now? A lot of people want to be a part of the business by now," he observed, highlighting the unique challenges and opportunities that arise in diverse global markets.
Furthermore, Araoluwa’s commitment to social impact is deeply woven into his business ethos. He plans to sponsor a child from each of his dedicated staff members and sponsor their education, demonstrating his profound belief in giving back and investing in the future generation. "When you make all this money, it's not for you. You have to give it back," he asserted, revealing his compassionate nature and his unwavering desire to create a positive and lasting impact on the world.
In essence, Araoluwa Popoola's story is a compelling and inspiring saga of passion, resilience, and a deep-rooted sense of purpose. He is far more than a designer; he is a cultural ambassador, a visionary, and a beacon of hope for African fashion. "I want to be the first brand in the world to sell tunics, African tunics, on a global scale," he proclaimed with unwavering conviction and determination.
