From Side Hustle to an International Fashion Brand: Ore Akinde's Fibre Art Empire
When Ore Akinde received her first interview request, she had no idea what to say. She knew that the stylish tops and cardigans she was making were a breath of fresh air in a time period where the trend was “My money grows like grass” shirts. She knew her pieces were starting to draw attention online and that was why people wanted to speak to her, but knowing didn’t translate into knowing how to articulate her story publicly.By Ore Marigold MagicBy Ore Lobelia-inspired“I didn’t know what everybody wanted,” she said. “I was still new to all of it.”In her first few interviews, she chalked the beginning of her business up to a breakup, which is a common origin story for many ambitious women. But with time, she’s come to understand it differently. Akinde wanted women around her to look beautiful and wear unique pieces. Crochet wasn’t common then, and she wanted students, young women like her, to stand out. Her breakup with the unsupportive boyfriend did light the spark, but it doesn’t deserve the credit for her growth. L-R: Ore Akinde 2019, Ore Akinde 2025Ore started out selling Ankara tops in her first year at university, but quickly realized not only were her profits low, the sizing was also an issue. Ore then pivoted to her childhood hobby instead, saving the allowance her parents usually sent to build her side hustle, and now, that has grown into a powerhouse of a brand. Alongside her new sub-brand Ruggins, which specializes in soft furnishings and non-wearable crochet, Ore is building something far larger than a few crop tops.Ore Akinde’s first brush with crochet was at home, where her mother and sister were already active participants in the hobby. She became more interested in it after a primary school assignment, and with guidance from a sweet-natured Home Economics teacher she remembers fondly, she went from making simple panels to small purses to keep her pencils in. Later on, the craft became a family affair, as the women in the house would sit down together to share patterns, laugh and spend quality time.By OreBut when Ore announced, years later, that she wanted to turn crocheting into a business, her mother’s reaction was more concerned than excited.“She was worried,” Ore admits. “She wondered how I was going to focus in school, and it wasn’t as if they weren’t sending money from home.”At the time, Ore was just 18 years old and balancing full-time university coursework with a rapidly growing business. Her mother’s fears weren’t unfounded, and they came to pass when Ore went home during a school break. She was working herself thin, skipping meals, losing sleep and dropping weight until her mother stepped in. Ore Akinde 2020“She said I had to stop, and offered to refund all my customers,” she remembers. “No matter how hard I begged, she didn’t budge. Looking back, I’m grateful for her intervention.”Eventually, Ore sent refunds, took a breath, and reorganized herself. With time, her family’s caution turned into full-blown support. Her mom, an economist, now offers business advice and her dad, who believes in letting his children do what they think is right, only checks in but trusts her instincts.From the early days of dodging parental disapproval and sneaking out to collect her branding materials and make deliveries, Ore has transformed her small brand into a fashion house known for custom craftsmanship borne out of a desire to be excellent, and a need to see black women’s bodies adequately represented and made beautiful.Ore’s creative direction is a blend of intentionality and inclusivity, as her flagship brand offers made-to-order clothes that cater to all body types, including sizes up to 3XL and beyond. This is something that is not common as most sizing charts tend to be a generic pull from international standards. By Ore’s size chart is carefully put together by her understanding of black women’s bodies that are often underrepresented in traditional fashion sizing.By Ore Marigold Magic“Most Nigerian clothing brands don’t even stock anything below size 12,” she says. “But not mine. There’s something for everybody.”Over the years, Ore’s clientele has gone from course mates in school to buyers on different continents, and while some international clients stick to standard sizes, Ore encourages everyone to send their exact measurements. Her goal isn’t to merely make clothes for people, it’s to make sure those clothes help them love their bodies. In a clime where beauty standards are ever shifting, Ore is taking a stand and pushing for positivity in the best way possible.In her lookbooks and campaigns, she rejects the industry norm of only slim models. “I use models who look like average people,” she says, “so customers can see how it fits on someone like them, instead of imagining how nice it would be if they dropped some weight.”By OreBy OreEven with her success, Ore Akinde still identifies, first and foremost, as a fiber artist.“I just want to create art,” she says. “But if you don’t bring in the business part, you’ll lose out.”This duality of being both an artist and an entrepreneur is something Ore has learned to work through in her journey. To balance both, she immersed herself in business education. Through platforms like Coursera and programs by Goldman Sachs, she studied brand management, financial planning, luxury fashion operations, and customer experience design. “I learned how to see a brand as a system,” she explains. “From when the customer first sees the product to the moment they receive it, every step matters.”This way of thinking and constant learning has helped her transition from reactive creator to proactive CEO. Instead of letting the orders she receives dictate her workflow, Ore now uses calendars and meal plans, and has built a routine to protect her energy, although she admits she’s still learning.“I’ll sometimes go three days without realizing I haven’t eaten,” she laughs. “But I’m getting better. I have a housekeeper now, and I schedule naps.”Ore AkindeOre dreams of opening a studio soon, a dedicated space she can close at night and leave her work behind. “Right now, I live where I work,” she says. “A studio would help me create more balance.”That dream is already materializing. Ore’s latest venture, Ruggings is a step into soft home furnishings. It’s a natural extension of her passion for handmade textures, but a significant shift from wearable art to spatial design.“Not everyone likes crochet clothes,” she explains. “So we’re making cozy things for your space like plushies, rugs and bean bags.”She’s also exploring alternative materials, including options for customers who have sensory issues or allergies to traditional yarn. Her upcoming summer collection will feature crochet made with fibers that feel just like regular clothes.Ore’s goal is to be the first name people think of when they think of crochet, or handcrafted, wearable art in Nigeria. “I wanted to start tailoring after university, but there are plenty of tailors,” she says. “Now, I want to be known for crochet.”In 2024, Ore released For The Girls, a milestone collection that returned to the very reason she started her business. “I’ve always wanted to do something just for women,” she admits.The line spanned generations, from outfits for children to pieces modeled by older women. It was accompanied by interviews and stories from each subject, making it both a fashion drop and a tribute to womanhood in all its stages.By Ore: For the Girls (2024)By Ore: For the Girls (2024)As a designer who started out making tops for university girls, the project marked a full-circle moment. The baddies were still there, but so were their mothers, their daughters, and their mentors. By Ore: For the Girls (2024)Ore’s long-term vision for her brand is to create something that people feel emotionally connected to. One that sells clothes, but also furniture and materials to fellow fiber artists. This perspective is what has sustained her through the long nights, the learning curves, and the few unpleasant customers. She rarely accepts wholesale orders, having realized how exploitative they can be for small handmade brands. Instead, she focuses on collaborations that offer mutual visibility.From a business standpoint, she’s playing the long game. “There’s more gain in scaling than just saying ‘I can create pretty things,’” she explains. “You have to think bigger.”In another life, Ore might have been a psychologist. Or a sociologist. Or a pilot.“I have like, 15 alternate universes,” she laughs. “But I don’t think I’d want to work for anybody in any of them.”Ore AkindeThat spirit of independence and curiosity is exactly what has defined her real-life trajectory. What started as a way to pass time and make extra money in university has grown into a distinctive, expanding brand. Even now, with several successful collections under her belt, an expanding clientele, and a growing team, she hasn’t lost the scrappy resilience that first pushed her to the limelight.Crochet may be slow fashion, but Ore Akinde is moving at the speed of vision.
