Youth, an essential component of revolution that cannot and will not be overlooked- and the fashion revolution is no exception. Yinka Ash, the Nigerian fashion designer and creative genius behind Ashluxe knows this to be true, describing his own work as the ‘enlightened millennial’s expression of style’.
As we all know, necessity is the mother of invention. Ash has truly taken this notion to heart and applied it to his work with the brand’s humble and resourceful beginnings. The designer spotted a need for a simple, well-tailored high-quality t-shirt. Knowing that only he could know exactly what he wanted, he ventured out and took the initiative to make it himself, gaining the attention of his friends who were looking for the same thing. The rest is history.
Drawing inspiration from not only his life as a millennial but as a young person in Nigeria, Ash creates pieces that revolutionise the way that the world experiences luxury products in the African context. Ashluxe consistently pushes the boundaries of what street style can be by incorporating the universal concept of youth culture and evolution. Utilizing exclusivity and one-of-a-kind pieces in limited collections, the brand has quickly gained international acclaim.
The brand’s main source of inspiration is rooted in the idea of community, with Ash drawing from the everyday experiences and his adventures walking the streets of the various cities he travels to. The designer puts some bite behind his bark by studying street style in its natural habitat. Incorporating the plethora of styles he sees at fashion weeks and studying trends is how the avant-garde artisan blends his own experiences and the desires of Ashluxe’s avid followers into what can only be described as street style’s perfect storm.
Breaking boundaries and exploring new frontiers is at the very heart of the brand’s street style manifesto. This is why it should come as a welcome surprise that the new Apollo collection has made its debut in the way that it has. Drawing inspiration from both the moon landing and Greek mythology the nods to space exploration in the pieces add an appealing touch to the collection. The alien and space aesthetic in the garments add an element of fun and mystery to the sleek and high-end appeal that the brand is so well-known for. The addition of Greek mythology ties man’s first venture to the moon and the Greek god Apollo together, giving the collection a perfect and unexpected blend of the past and the future.
With expansion on the horizon, the brand is readying itself to not only be an icon in its own right but to change the perception of what the world believes that Africa has to offer. Ashluxe doesn’t just take an unexpected route in representing the future of luxury African fashion, it forges its own path altogether and does so in impeccable style.