GARMSPOT

At the intersection of Lagos streetwear and retail culture, I engineered a partnership between Habari and Garmspot that redefined how fashion is created, distributed, and experienced. This wasn’t just about clothes — it was about building a pipeline where design met commerce, and culture translated directly into revenue.

From design ideation to final campaign rollouts, I directed the entire lifecycle: shaping collections that carried the Habari DNA, curating visuals that resonated with Nigeria’s new-wave audience, and architecting marketing strategies that didn’t just sell products but created moments. The collections weren’t static drops — they were cultural timestamps, living proof of how collaboration fuels relevance.

Through this B2B model, Habari handled design and creative direction, while Garmspot powered retail distribution and market access. The result was not only sustainable revenue through profit-sharing but also a stronger cultural positioning for both brands.

My role lived in the tension between creativity and commerce: designing pieces that could hold their own in the global streetwear conversation while ensuring campaigns maximized visibility, impact, and sales. I wasn’t just delivering clothes — I was building systems, orchestrating collaborations, and shaping narratives that stitched fashion, music, and digital culture together.