Asoamoke from Lagos to London - Heritage fused with Modern Femininity.
‘Have a clear vision and know your why’ - Asoamoke founder, Mary Bolawole
@itunumary_ Founder of Asoamoke
Mary Bolawole’s life started in Lagos. She later found herself in the unfamiliar settings of Birmingham, where she draws on her experiences to run her brand Asoamoke. She did not allow the effects of the covid-19 pandemic to hold her back whilst showing her pride in where she came
I, virtually sat down with Mary Bolawole (@itunumary), founder and designer behind ASOAMOKE (@asoamoke). A brand that offers exclusive womenswear handmade in London inspired by her Nigerian heritage.
Born and raised in Ketu, Lagos, Bolawole was constantly surrounded by three things; fashion, science and hair. Her father a doctor, her mother a seamstress and a local hairdressing salon where she would spend her time. Without knowing, each of these would influence her future choices and shape her into the young woman and designer she is today.
At eight years old, her family moved to London and a new journey began. When I asked where it all started for her, she recalled, ‘my love for fashion starting young, I would cut up everything and handmake clothes for my dolls’. She always knew that she wanted to start a fashion brand but it was not until this time last year that she finally decided to take the leap of faith with encouragement from her loved ones and friends.
Her first encounter with fashion outside of Nigeria were textiles lessons in a secondary school which quickly became a favourite subject alongside science. She took things further by choosing to study fashion with textiles at college and laughs sharing “I remember in my final year; I had been working hard on my portfolio and on the road to achieving an A* but I ended up leaving my folder on the bus and had to start all over again but my new project was better than I expected”. A lesson to learn, sometimes starting over, produces greater results because of what you have already learnt from the route you first took.
Despite her passion, a degree in medical science was her final option for university and draws on the skills she gained to help when researching and designing a collection. Whilst at university, she purchased a sewing machine but did not actually use it till after graduating. It was at this point, she explained ‘I had achieved my academic goals and wanted to now do what I enjoyed and was born to do’.
Mary emphasises the need for education, she didn’t just want to make clothes so took short courses to learn and understand the technical side of the fashion industry. This helps her execute some of the design components in her pieces.
The actualisation of Asoamoke started with the name, inspired by her Yoruba roots and the name of her mother, a talented seamstress who carries a wealth of knowledge on lace and Ankara. The name broken down translates as;
Aso the Yoruba word for clothes
Amoke a Yoruba name meaning ‘to be cherished and treasured’
Arẹwà collection Available here.
The brand name, has a double meaning - the clothes and the wearers of the clothes are to be cherished and treasured. It initially started with bonnets and facemasks which were sold on Ebay then Etsy and evolved into their own website after a post on Instagram of Désíre (a square neck top with long straps that can be worn a multiple of ways) led to followers messaging her to purchase.
As a brand inspired by her home, Mary describes African fashion as ‘the people behind the scenes make it what it is, the artisans and their skills. The potential of what it could be is great, it needs to be nurtured’. As part of a new generation of storytellers, she hopes to hone in on her history and create new stories through the clothes that she makes.
Her intentions for Asoamoke, are to grow it into a brand that creates a connection between those in the diaspora and their heritage, whilst incorporating the importance of culture and community through each garment. One day she hopes to take her manufacturing to Nigeria and build her community by drawing on the artisan skills of the local craftsmen and use of traditional techniques.
Multi-Way crop top from ARẸWÀ collection
As a young designer still in the early process of her journey, she expresses the many lessons she has learnt so far and continues to learn. ‘I have learnt so many lessons on this journey, from knowing that I can’t do everything myself to constantly being open to learning new things and ways of doing them. I have found sampling is key especially if you are making the pieces yourself, make the effort to learn how to make patterns because this is what will help to bring your designs to life.’
The advice she would give to future designers comes in 3 words;
‘Stop PROCRASTINATING – Do that thing you’ve been wanting/need to do
FOCUS – Make sure your vision is very clear
STRATEGY – Plan in small steps how to achieve your vision and celebrate the small wins'
As June 21st looms, prepare you outfits by visiting the Asoamoke website and keep a look out for the new and exclusive pieces via their Instagram!