Lutaàwọ is a Luxury Afrocentric fashion brand that creates fashion products for Afro-fashion enthusiasts of all ages and races. Through sustainability and fashion storytelling, we stay true to Our Purpose: fostering community impact and reshaping perceptions of Africa and its people.

We collaborate with local artisans, designers and local communities to create carefully curated handcrafted African-sourced fashion, art, and lifestyle products for people of all colors who want to experience Africa, thus building a one-stop gender inclusive shop for all things African. Guided by our vision of ‘A piece of Africa in every home, globally,’ Lutaàwọ serves as a premium destination for all things African.

A piece of Africa in every home

Our Mission

Founded in December 2022, Lutaàwọ’s Mission was born from a deep desire to eradicate stereotypes, myths and misconceptions about the African continent and its people by telling African stories through fashion with every textile, stitch, and handmade detail. We saw the absence of authentic African-inspired fashion outside the continent and the hesitation of many to embrace their roots due to outdated stereotypes. We believe African culture is bold, sophisticated, and endlessly inspiring. Through Lutaàwọ, we celebrate its beauty by ensuring that every stitch, fabric, and design tells a story of heritage, pride, and identity.

Lutaàwo: A Tale of Colours

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Lutangu (Lozi): Tales

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Awo - colours
Awo (Yoruba): Colours

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Igbo
Lutangu + Awo = Lutaàwo
“A Tale of Colours”

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Lutaawo Image

Lutaàwo

Lutaàwọ is more than a brand; it is a movement. 

 

Our Journey so far

Since our launch in 2022, Lutaàwọ has reached key milestones that reflect our growth, impact, and commitment to purpose-driven fashion:

FOUNDATION

  • Registered in Nigeria & US
  • Joined Fashionomics Incubator (Top 10)

LAUNCH

  • First solo collection designed – LANGUAGES

STRUCTURE

  • Production moved from Lagos → Plateau, Jos

SALES & REACH

  • Onboarded on Afrikrea with $0 → First Sale
  • Sold 508+ products, 395 transactions.

GROWTH

  • 4.81 rating on Afrikrea.
  • Onboarded on Adjoaa, Shop Zetu, Mawu

GROWTH

  • Moved to DHL hybrid shipping model.
  • 209+ African fashion pieces shipped globally.

At Lutaàwọ, we believe that fashion is more than just clothing—it is a powerful medium for storytelling, cultural preservation, and empowerment. 

Our Ethos

At the heart of Lutaàwọ lies a deep commitment to:

Africa Focused Raw Materials

Africa Sourced and produced Raw Materials

Sustainability

Sustainability

Ethicality

Ethicality

Community Impact

Community Impact

Partnership and Collaborations

Partnerships and Collaborations

Every choice we make, from sourcing materials to crafting our collections, is rooted in our commitment to sustainability, ethics, inclusivity, and community impact. We believe fashion should be more than just visually striking; it should be meaningful, empowering both the wearer and the artisans behind each piece. By embracing slow fashion and intentional craftsmanship, we place people and the planet at the heart of our process, ensuring a lasting and positive impact.

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