wonder World: Wonder, the fashion and lifestyle brand started by former Brown, Asos and Topshop buyer Lola Okuiga, is releasing its first collaboration ahead of a retail launch later this year.
The brand has worked with the British graffiti artist and designer known as Insa to create a collection of NXT and physical jackets that will be released on Thursday at 4PM UK time.
Okuyiga, who was born in Lagos, Nigeria, and raised in the UK, founded Wonder two years ago with the aim of “celebrating products and brands”.
Going forward, she plans to “collaborate, collaborate and consult with like-minded brands and artists” and launch an e-commerce site later this year. The site will initially carry Wonder products, and eventually add brands.
Lola Okuyiga is the founder of Wonder, and Brown is a former buyer at Topshop and Asos.
courtesy image
Okuiga said it wants to focus on “underrepresented audiences and brands” with upcoming collaborations Wonder X Alia and Wonder X ft petrol.
Meanwhile, the online store will be about creating a “luxury and streetwear fashion ecosystem that celebrates Black excellence” and ensuring that underrepresented brands and businesses can “win on all levels.” She seeks to increase “representation and ownership at the highest levels among the global black community and among omnipresent women.”
Asked why he founded Wonder, Okuiga said that after 12 years working in fashion and retail, “I noticed a lack of diversity at the C-suite level, which often saw women and other minorities not being able to hold onto the stakes for equity or ownership.” Without ‘doing’… Wonder was created to authentically fix some of these issues.
“I knew that as a black woman raised in Birmingham, born in Lagos, my filter on the world resonated with a relatively large audience and it gave me the confidence to do it on my own terms, working with brands, retailers And artists understand, in a way, to make amazing product moments happen both digitally and physically,” Okuiga said.
She said that Web 3.0 “really excites me because creatives are being rewarded without having to go through gatekeepers. What’s more, women and marginalized communities can take full ownership of their work and wage and income distribution.” can challenge the inequalities within. I hope Wonder can be an example of what is possible in this region.”
Wonder launched in the Metaverse earlier this month during Metaverse Fashion Week with the Decentraland pop-up. It previewed a selection of drops from the coming season and offered NFTs that act as pre-orders against future physical product drops.
The collaboration with Insa costs £666 for the physical jacket and associated NFTs; And £333 for Digital Jacket/NFT.
In the future, the brand will focus on virtual and physical products, with Okuiga leveraging its background in product design and development. She created one of Topshop’s all-time bestsellers, the super-skinny Joni Jeans style that generated millions in revenue for the retailer, which was sold to Asos last year.
Originally published at Pen 18
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