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Abigail Ajobi: The Woman and The Brand.

Updated: Nov 18, 2023

Most people who hear the name ‘Abigail Ajobi’ will probably be more familiar with the brand than the woman behind it. You might have heard of collections like ‘The Love Story Continues’ and ‘Continuing the Love Story’ without fully understanding the story behind these collections, and most especially the stories behind the storyteller, the designer, the woman herself, Abigail. It was important for me to try and unravel the person, to part the curtains just a little bit and peek into the life of a young fascinating designer whose Afro-inspired designs have made ripples and waves in recent years. From being featured in Lagos Fashion Week and London Fashion Week, to having her collections stocked in Selfridges and the Luxury fashion e-commerce site known for its African themed shopping experience, Jendaya, this young ‘creative director and entrepreneur’, as she prefers to call herself rather than the general label ‘creative’, is etching her name on the tapestry of contemporary fashion. Interestingly, although Abigail always wanted to be a fashion designer, after graduating from university just before the world drummed into a halt a few years back, there was some hesitation to kickstart things, she admitted.

‘My brother had to give me the push to start’ she said, ‘he registered the company without my knowledge.’ ‘My family you know, they’re my team. My first team!’ she said proudly. Sometimes even the brave and the skilled just need a nudge.

Beyond this ‘nudge’ from her brother, starting out wasn’t any easier. It was covid and, I don’t know about you, built most people weren’t buying clothes. Fashion houses struggled, there weren’t many parties to go to, if you weren’t at university nor in government, so most people didn’t see the point. It was a challenging time, and it made me curious why Abigail chose to start in spite of the obvious hurdles.

‘Feel the fear and do it anyway’ she said, giving credit to Susan Jeffers for her book of the same title. ‘There will always be something, always be challenges, I just had to start’ she said, ‘it wasn’t about the lockdown it was about the long-run. Starting in the pandemic didn’t mean I wanted the company to exist only in the pandemic. Plus, people were on their screens, they had all the time to watch my videos, they didn’t have to buy anything yet, they just needed to know it existed and feel a bond with it.’

Abigail was realistic however, she didn’t just want to start a clothing company, slap a funky name on it, and hope friends and family share it to their friends and family. She wanted her designs to tell stories, real stories. ‘if there’s nothing behind the t-shirt, behind the brand, what’s the point?’ she asked. I nodded and listened as took me through the story of her collections.

If you click to Abigail Ajobi and scroll through her designs, you will see in her collections ‘The Love Story’ and ‘Continuing the love story’, which was recently released, images of different people woven into the fabrics. You will also see words scribbled around. Here’s the context…


Her collections tell the story of her parents. ‘They met on a plane going from London to Lagos.’ The pictures, her parents at different stages of their lives. The scribbles, her father’s handwriting, love letters he wrote to her mother back when the world embraced the romance of the pen.

With her name in the industry growing, I was curious as to how she felt, what pushed her on. ‘it’s about legacy’ she said. ‘Legacy?’ I asked, as in ‘what is this brief mortal life if not the pursuit of legacy?’ (HOD plug). But that wasn’t how Abigail looked at it. To her, legacy was everything else apart from her. In her words, ‘legacy is not for you but for everyone around you.’ Peeling the layers further, I could see what she meant. A percentage of the proceeds she receives from sales of her designs goes to the Keeping it Real (KIR) foundation in Lagos, Nigeria, which works to rehabilitate prisoners.

Some Advice

We segwayed into a different discussion about new year resolutions and I was surprised to find that Abigail doesn’t do those. Most people I know do them, some even post them up on their social media accounts. But Abigail gave a clear message to entrepreneurs, ‘if you know what needs to be done, do what needs to be done. You don’t have to wait till the new year to make a change’.

There is much more to expect from Abigail, still in her early twenties. She loves what she does, and she’s pretty good at it. That is a rare combination to have. I’ll give it a few years, then ping her for an interview to catch up on her progress.


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