Designer targets global market with Nigerian fabric

A Nigerian fashion designer,Nnamdi Daniel, has launched a project aimed at taking indigenous Nigerian fabrics to the global market, using fashion as a tool to promote culture, create jobs and boost local enterprise.
The initiative was unveiled by founder of CNDaniels Couture at its end-of-year fashion event themed Canvas of Culture, held on Sunday at the brand’s studio in Abuja. The event also served as a build-up to a major cultural fashion showcase scheduled for March next year in partnership with the British Council.
Speaking at the event, the Chief Executive Officer of CNDaniels Couture, Daniel, said the project goes beyond entertainment, noting that it is designed to tell Nigeria’s cultural stories through fashion while creating economic value for local artisans.
According to him, the British Council approved the use of its spaces in Abuja, Lagos and Port Harcourt after reviewing the proposal and understanding the cultural and economic focus of the project.
“This event is different from our regular end-of-year parties. It is a mock show ahead of the British Council showcase in March. What we are doing is deeper than fashion; it is about culture, history and identity,” he said.
Daniel explained that many Nigerians no longer understand the fabrics they wear or the meaning behind traditional outfits, adding that the project seeks to revive that knowledge.
“People wear clothes today without knowing the story behind them. We want people to be able to explain what fabric they are wearing, where it comes from and what it represents,” he said.
He disclosed that different cities would showcase different cultural themes, with Abuja focusing on Northern traditional wedding attire, while other cities would highlight styles from various regions of the country.
The designer said the initiative is also targeted at supporting grassroots artisans such as local weavers, bead makers and textile workers, many of whom are no longer visible in mainstream fashion.
“We are not just creating employment. We are making our fabrics marketable. When these local creators are brought to the forefront, their work will be valued and appreciated,” he said.
Daniel revealed that the brand currently runs a training programme for over 60 young creatives, many of whom are later absorbed into the industry or supported to secure employment elsewhere.
On sustainability, he said the fashion house has introduced a recycling line that uses reused fabrics, in line with global trends and environmental concerns.
He, however, identified power supply, import restrictions and textile policies as major challenges facing the fashion industry.
“What we produce locally is not enough for the industry, yet imported fabrics are treated as contraband. This situation only encourages smuggling and makes production more expensive,” he said, calling for a review of existing textile policies.
Daniel also announced plans to document the processes behind indigenous fabric production across different parts of Nigeria, with the documentaries to be shared on international platforms to attract global interest.
“Our fabrics are rich and unique. When the world understands their value and history, demand will grow,” he said.
CNDaniels Couture has operated in Abuja since 2013 and has remained active in promoting Nigerian fashion, culture and creative entrepreneurship for over a decade.