Olumide Oyewunmi shared their story and experiences with us recently and you can find our conversation below.
Olumide, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: Have any recent moments made you laugh or feel proud?
I was overwhelmed by the support from friends, fellow creatives, and attendees who cheered me on after I presented my SS26 collection at London Fashion Week.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Olumide Oyewunmi, the creative force behind MIDETUSH — a contemporary fashion brand rooted in Nigerian heritage and Afrocentric expression. My work brings together traditional textiles like Aso-Oke and clean, modern tailoring to craft streetwear with depth, identity, and a bold, unmistakable edge.
Positioned at the intersection of heritage and high-street fashion, MIDETUSH stands as a dynamic voice reshaping luxury through a culturally resonant lens. Grounded in the rich traditions of West African craftsmanship, the brand seamlessly merges artisanal techniques with striking contemporary design, offering a fresh perspective within the global fashion landscape.
More than a label, MIDETUSH is a celebration of identity, storytelling, and cultural pride. Each piece is thoughtfully crafted to mirror the textures, colours, and spirit of West Africa while embracing the evolving language of modern streetwear and high fashion. Through this fusion, I aim to create work that honours where we come from and boldly imagines where we are headed.
Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
My late mum saw me clearly long before I could see myself. She recognized the spark in me. My creativity, the curiosity, the way my mind wandered into places I hadn’t yet learned to value. While I doubted, she believed. She admired the way I expressed myself, even in the smallest ways, and she kept reminding me that my gifts were worth nurturing. She pushed me gently but consistently toward becoming the best version of myself.
Was there ever a time you almost gave up?
There was a time I almost let go of everything I dreamed of, all because few people around me decided my aspirations were too shallow. That was sometimes in 2014. They looked at my passion and dismissed it. Some assumed I wasn’t doing enough, others were convinced that fashion could never pay my bills or build a stable future. Their doubts became loud, and for a moment, I almost believed them.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What important truth do very few people agree with you on?
One important truth people recognize about me is that I have a mind of my own. They see it in the way I make decisions, in the way I hold my ground, and in the way I think independently, even when the crowd is moving in a different direction. I don’t follow opinions blindly or bend simply to fit in. I question and I choose what aligns with my values and my vision. That’s one important truth the closest people to me will agree with
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I’d like people to speak about my passion for fashion, lifestyle, and Afrocentric design philosophy, alongside my love for personal hygiene, good food, and emotionally intelligent perspectives.
Contact Info:
- Website: https://midetushbespoke.com/
- Instagram: https://www.instagram.com/midetushbespoke?igsh=aWMybXczYWJxeGc3&utm_source=qr
- Twitter: https://x.com/midetushbespoke?s=21
Image Credits
Phiwo Ndlovu
Quiala Photo
Eniilala
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