Azeez Ayanrino, CEO of Lagos-based ‘Beyond Ordinary Wears’ (BOW) is resetting the norms and breaking boundaries with bespoke handcrafted wears that fit like gloves.
My meeting with the CEO of Beyond Ordinary Wears Fashion House was incidental. It happened when I accompanied my elder brother, John Gaiya to a fashion house in Iwaya area of Lagos State. What struck me about the designer’s personality was his quiet mien – he was urbane and down-to-earth. It was an unforgettable experience altogether because I saw on-the-spot creativity at its creamiest. The brand was apparently bubbling and its promoter was sure on top of his game. I didn’t know when I requested for an appointment for an interview. I told him I write for an infotainment magazine and would like to feature him on the digital platform. He obliged and gave me an appointment.
He was already waiting for me at the front of his office, welcoming me into the ambiance of his power house where he churns out lots of bespoke and handcrafted wears to high-end clients. Did I tell you he also models? He exudes knowledge and when he began to talk about his brand, I no longer wondered where the creativity emanates from, he was animated. I must confess that from the array of wears on display and what he wore that day, I knew this young dude is not only stylish, the hormone that secretes creativity is innate, and runs in the family.
In his words, “I caught an interest in Beyond Ordinary Wears because of my love for styling. Our brand, which is fast-evolving, is set apart by its handcrafted clothing designs. We make use of senator fabrics for our wears and we deviate from the norm by exploring creativity from different levels. Beyond that, we also try to incorporate Western styles into African fashion for more accessibility to the world.” The young entrepreneur added: “The bedrock of the brand is making styles that surpass the usual. More interestingly, to put African culture and all it represents on the map of the world.”
Notably, in an era of boundless enterprise and unending imaginativeness, the creative minds should be valued much more. The lead stylist, through his handcrafted creations, has proven to be an epitome of resourcefulness considering that he started fashion in 2018. “I started with a lot of learning, YouTube, some offline learning and personal practice. My craft is a product of different teachers. So, if I find something useful to learn from, I learn.”
Following the exclusivity of his works, I was pushed to ask, what is your specialty? Even though it was clear to me that he made magic with bespoke, I was itching to find out more. He said: “When it comes to bespoke, I don’t see myself as limited to a kind of style. I see myself as the “tell me what you want and I’ll make it” person. Hence, whatever is running through your head can be brought to life in my hand-made clothes.”
As the interview proceeds, there was a cock, (not the biblical cock), that didn’t stop crowing. It gave the location a homely vibe but didn’t stop getting in the way of the interview session. Itching to know what his motivations were, it became an emotional moment for him. The self-styled fashionista said: “My greatest motivation was my dad. He was a very good fashion designer.” I could see through his eyes that some level of pain inspired his creativity at the onset, said the fashionista.
Considering that there are endless hurdles an entrepreneur must continue to cross, his “why” was very crucial to me and I went on to inquire about his aspirations and how he hoped to achieve it. While still ignoring the intrusive cock crows and incessant movements from his team members, we moved on. “The intention is to make African culture accessible to the world.” Did I mention that Azeez of BOW romanticised teamwork in a way that fueled the idea (in my head) that two good heads are better than one? So, when I said incessant movements, they were the feet of purposeful youth moving tirelessly towards achieving a common goal.
As an individual who is heavy on getting value for money, his price range is both affordable and totally worth it. The lowest price is ₦25,000. Though some bring their fabrics, that’s another ballgame entirely. Then he has to look at the design to give a proper estimate on the price. That’s how it works.
Azeez Ayanrino will strike you with his intelligence anytime and when I asked about trends, he said: “I don’t go by trends, because trends come and go. I want something that can continue. Most times as a creative, you feel something different. And if you’re very imaginative, you can always make something basic look new. This is a kaftan, but the pocket is not regular and it has a V-neck. Senator Wears never have a V-neck, they always have a rounded neck. This is me bringing in my touch.”
Another very professional aspect of Azeez and his brand is that they don’t necessarily determine clients’ style. They mostly ask questions (which is key for customer service and retention). By this, they can easily see what their fashion sense is all about. In cases where clients are indecisive, the creative goes by their personalities. “We also creatively incorporate the Nigerian culture in our work. Most of my special clients like to wear what no one has seen and I try to give them those unique styles grounded in Nigerian culture.”
Clara Gaiya, an entrepreneur, writes from Lagos.
Ayodelé is a Lagos-based journalist and the Content and Editorial Coordinator at Meiza. All around the megacity, I am steering diverse lifestyle magazine audiences with ingenious hacks and insights that spur fast, informed decisions in their busy lives.
