Introducing Midetush – An Afrocentric Fashion Brand That Champions Culture and Innovation in the UK

Proudly based in the Midlands Midetush combines the textures and vibrant colours of West Africa with contemporary silhouettes. Showing on the Leicester Made catwalk; a focus on designers from the region, Midetush Founder and Creative Director Olumide Oyewunmi, talks to FashionCapital about his brand and commitment to the UK fashion industry…

By Olumide Oyewunmi, Founder & Creative Director, Midetush

My Fashion History

Fashion has always been more than self-expression for me; it’s been a calling rooted in identity, heritage, and purpose. Growing up in Nigeria, I discovered a natural talent for styling and design. I had a natural eye for putting pieces together in a way that felt expressive and deeply cultural. But it was my late mother, a fearless serial entrepreneur, who sparked the fire in me to turn this instinct into a purpose. Her belief in my potential lit the fire that drives me today. Through her, I learned that creativity means little without conviction, and that conviction must translate into impact. Today, I am the Founder and Creative Director of Midetush, a contemporary Afrocentric fashion brand that blends bold African aesthetics with modern silhouettes and refined tailoring.

(Midetush at Leicester Made 2025 – image by Felicity West)

My Mission

My mission is to elevate African craftsmanship on a global stage; authentically and sustainably. With my designs worn in over 20 countries, I’ve seen firsthand how deeply African-inspired fashion resonates with diverse audiences, regardless of geography. My work speaks across cultures, and that global dialogue is what motivates me. What makes my mission unique is its deep authenticity and dual focus: to honour the cultural legacy of African design, while building systems that sustain and empower the communities that birth it.

(Midetush at Leicester Made 2025 – image by Felicity West)

My Vision

My vision is to build a globally respected Afrocentric fashion house that doesn’t simply borrow from African culture, but boldly leads with it. I want the world to see African fashion not as an influence, but as a foundation that is essential to the global fashion conversation. In the long term, I envision Midetush evolving into a sustainable fashion house that champions Afrocentric designs on the world stage, bridging the gap between culture and innovation and supporting local artisans and ethical supply chains. As Midetush grows, I am actively developing pathways for training young Afrocentric designers and contributing to the creative economy both in the UK and across Africa.

(Midetush at Leicester Made 2025 – image by Felicity West)

My Milestones That Matter

I recently debuted my UK collection “Afrocentrism” at Leicester Fashion Week which was inspired by resilience, ancestral pride and cultural memory. Growing up surrounded by stories, fabrics, and traditions passed down through generations, I became deeply aware of the silent power woven into every stitch of the traditional handwoven fabric from the Yoruba people of South-Western Nigeria as the collection explored identity and sustainability through artistry. The momentum from my Leicester Fashion Week debut opened new doors, earning me an invitation to showcase at the Leicester Made trade show, where I brought Afrocentric elegance to the runway in front of retailers, manufacturers, and fashion insiders at the iconic Athena venue.

The collection was recently spotlighted in The Guardian UK as part of their feature on “15 Emerging Black Designers Worthy of a Place at the Met.” That recognition affirmed what I’ve always known: our stories belong on the world stage. I’ve collaborated with Birmingham Fashion Week showcasing original designs in collaboration with industry creatives, and have been featured in platforms such as Canvas Rebel Magazine, Style Rave, ThisDay Style among others. Industry leaders like Adebayo Oke-Lawal of Orange Culture and Kenneth Ize, both listed on the Business of Fashion 500, have acknowledged my work. Each milestone has been a proud chapter, but never the final goal.

(Midetush at Leicester Fashion Week 2025)

Why I chose the UK

Relocating to the UK was a strategic decision. The UK is one of the few places where tradition and innovation co-exist in the fashion world, making it fertile ground for what I aim to build. As a creative hub with access to fashion tech, sustainable manufacturing, and international retail infrastructure, the UK allows me to scale Midetush in a meaningful, ethical way. I bring a new design language to the table; one that is culturally rooted and commercially viable. I offer a fresh narrative that aligns with the UK’s commitment to diversity, sustainability, and creative excellence. In an industry hungry for authentic and diverse narratives, Midetush offers a voice that fills a cultural gap; bringing African design not as an aesthetic inspiration, but as a foundational influence with global appeal.

(Midetush finale at Leicester Fashion Week 2025, Olumide Oyewunmi in the centre)

What Makes Me Different

What sets me apart is that I’m not simply designing clothes, I’m designing cultural narratives. I bring a perspective that is deeply rooted and widely informed in conjunction with my creative vision which fuses authentic African heritage with contemporary fashion systems, resulting in designs that are globally resonant. Unlike many emerging designers, I don’t see fashion as a means to personal fame. I see it as a tool for empowerment and reclaiming identity. I’m also different because I understand both creative vision and commercial structure. My passion for fashion production, CAD design, sustainability, and mentorship aligns directly with the ethos at Fashion-Enter / FashionCapital and their commitment to training and supporting new talent.

Visit https://midetushbespoke.com/ to view Midetush collections and find out more.