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A new meaning to fast fashion

I take the high street for granted. I realised this on a recent trip to Abuja (Nigeria). Whenever I’m in need of an outfit for an impromptu event, I run to my nearest high street, and find something within an hour. That for me, is fast fashion at its finest. In Abuja I observed a different take on fast fashion.

First of all there is no high street. Of course, clothing stores exist, but most of the stock is so overpriced due to high demand and a lack of competition.

If you need a relatively cheap outfit in an instant, the solution is a tailor.

Most women in Abuja have their measurements on file with a local tailor. So, prior to placing an order they source the material and opt for a flattering design. The earliest an outfit can be generated is within a day, and prices range between £70 - £100. Not too bad, considering it’s custom made.

The benefits of this type of service are obvious. Not only does the customer have full creative control but there’s also no chance of spotting a fellow fashionista in the same design. The downside? You’re pretty much stuck if you’re in need of something as simple as a white vest at a moments notice.

High street vs tailor? I’m still undecided as to which option I prefer. But, I do know this…Topshop would make a fortune in Abuja! 

Readers' comments (1)

  • Anonymous

    This is a fantastic write up. This is so true. It appears there aren't enough stores with ready to wear pieces in Nigeria in general. Is Lagos better than Abuja for a high street/ independent designer ready to wear boutique?

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