IAMISIGO's story began over a decade ago when Bubu Ogisi, its Creative Director, sought to redefine fashion through the lens of African craftsmanship and creativity. "IAMISIGO was founded about 10 to 11 years ago," Ogisi explains, "I wanted a creative brand that essentially was at the core of craftsmanship in African creativity, merging different cultures and worlds."
For Ogisi, it was never just about creating clothes; it was about invoking magic—a deep fusion of art, history, and knowledge. IAMISIGO’s collections are born from this intrinsic desire to transmit stories through textiles, pushing beyond the limitations of speech and using fabric as a medium to educate, inspire, and preserve cultural legacies.
Ogisi’s personal journey, which spans growing up between Nigeria and England and studying in Ghana, is woven into the very fabric of IAMISIGO. Her exposure to different cultures, practices, and histories has heavily influenced her approach to fashion. “It essentially speaks for itself,” Ogisi notes when asked about the brand’s focus on contemporary wearable art. “We want to transmit this idea of telling stories and making people understand more about history outside of just speaking. We tell stories of fabrications through modifying objects and materials, and seeing how we can change them, transmitting knowledge that may have or may not existed but will now exist through the process.”
IAMISIGO’s commitment to sustainability and ethical sourcing is equally rooted in Ogisi’s African experiences. Having travelled across the continent, she was inspired by the resourcefulness of local artisans who could create beauty from almost nothing. “The practice of every single African country I’ve visited can take nothing and create something, forgetting about capitalism or mass consumerism," Ogisi shares. "It’s just about creating what is needed at the time, for the people, and avoiding waste.”
This ethos is integral to IAMISIGO’s designs—pieces that are not only timeless but also imbued with meaning, designed to be treasured for generations. Ogisi’s belief in creating "just enough" avoids the wastefulness often associated with fast fashion, promoting a more intentional and sustainable approach.
But sustainability, as Ogisi notes, is not without its challenges. One of the biggest hurdles she faced was the language barrier while travelling and collaborating across borders. “It was part of the richest research and development aspects,” she recalls. “Understanding how to fuse these worlds together to create new magic.” Her experiences highlight the intricacies of working with ancient craft traditions while introducing modern interpretations, a dance between preservation and innovation.
Furthermore, being a Nigerian travelling internationally posed its own set of obstacles. “Moving across borders was difficult, especially being Nigerian with an ostracized passport,” Ogisi says, highlighting the realities of navigating geopolitical barriers. Yet, these very challenges only fuelled IAMISIGO’s mission to break stereotypes and push cultural narratives forward.
Ogisi’s time spent in Ghana was particularly pivotal in shaping her creative direction. It was there that she observed the different approaches to weaving—how the process could be the same yet the techniques vastly different. “It propelled me to continue my research,” she says. Ogisi was fascinated by how different cultures approached craftsmanship, sparking her desire to include not just male artisans, but women as well, in her work. “This is done by men—where are the women in this process? How do we edit or modify this technique according to their thinking?” This exploration of gender dynamics and craftsmanship is a recurring theme in IAMISIGO’s collections, demonstrating the brand’s commitment to inclusivity and cultural representation.
IAMISIGO’s artistic freedom and sustainability are inextricably linked. Ogisi's approach to travel and design reflects this balance. "Travel allows this oneness with the earth and the practice," she explains. By staying grounded, both literally and figuratively, Ogisi immerses herself in the environments she draws inspiration from. It is this connection to the land and people that informs IAMISIGO’s designs, often resulting in the discovery of new artisans or materials that help push the brand’s creative boundaries.
“It’s not all about taking from them,” Ogisi adds, “it’s about giving them a new idea, new material to work with, and creating something for the future.” This exchange of ideas and practices ensures that the communities IAMISIGO collaborates with are not merely suppliers but integral contributors to the creative process.
Ogisi’s extensive travel experiences have also profoundly influenced IAMISIGO’s brand identity. “Our backgrounds are the essential foundation of our brand,” she says. For Ogisi, travel isn’t just a way of discovering new ideas but a critical part of how IAMISIGO operates. Through her journeys, she has been able to merge multicultural ideologies, creating pieces that reflect a harmonious blend of diverse influences. “It creates one amazing magical piece that we never could imagine,” Ogisi remarks.
IAMISIGO's influence on African fashion extends beyond aesthetics. The brand's commitment to preserving cultural heritage and promoting sustainability has helped reshape the global perception of African fashion. “We understand how the body is this vessel that conveys a message through time,” Ogisi says.
Through its designs, IAMISIGO challenges societal norms, particularly regarding gender and environmental stewardship. Ogisi notes how gender roles in craftsmanship differ across Africa, with men and women using distinct techniques and materials. IAMISIGO incorporates these differences into its designs, blending them in a way that honours each tradition while pushing the boundaries of what fashion can represent.
Over the past decade, IAMISIGO has been at the forefront of a broader movement to elevate African fashion on the global stage. Its innovative approach to design has drawn international attention, leading to collaborations with prestigious institutions like the V&A Museum, the Brooklyn Museum, and Mastercard, among others. One of Ogisi’s proudest moments was working with Kenyan photographer Maganga Mwagogo on two collections that were later showcased in the V&A Museum, the Brooklyn Museum, and the National Gallery of Australia. "For us, it’s about being in sync with the people we work with because when there’s no intentionality, there’s no energy or process to our work,” she explains.
This synergy between IAMISIGO and its collaborators highlights the importance of partnership in preserving and evolving traditional practices. “It’s about pushing the artisans’ minds into a broader aspect of creativity,” Ogisi says. This ethos of collaboration has allowed IAMISIGO to expand its influence while maintaining its commitment to ethical practices and cultural respect.
Ogisi also speaks fondly of the brand’s Lagos showroom, which serves as more than just a retail space. “Our showroom is a shrine space, a safe space, an experimental space,” she says. Constantly evolving, the showroom offers visitors an immersive experience that reflects IAMISIGO’s dynamic approach to fashion. “Whenever you come into the space, it’s not going to look like the way you saw it the last time,” Ogisi adds. The showroom is not just about displaying clothes; it’s about offering an environment where people can connect with the soul of the brand.
As IAMISIGO looks to the future, the brand is expanding its focus to include space design and digital installations. “We’ve launched our digital mystery system, our website,” Ogisi reveals, hinting at the brand’s foray into the digital realm. By bridging the physical and digital worlds, IAMISIGO is poised to further its impact, offering a platform where its cultural expressions can reach a global audience.
For Ogisi, the future of IAMISIGO lies in the seamless merging of past, present, and future. “With every collection, there’s a connection between the previous and the next,” she says, emphasising the continuity that drives the brand forward. As IAMISIGO continues to evolve, its influence on both the fashion industry and the communities it collaborates with will undoubtedly grow, making it a transformative force for cultural expression, sustainability, and social change.