Rooomxix took streetwear from underground to mainstream – Gbenga Adeyefa, CEO

The history of streetwear began in New York, United States and became global in the 1990s. It has for so long been an integral part of the Nigerian fashion culture but pretty much in the background and no none brand took the responsibility on its shoulders to foster its growth until perhaps when Rooomxix showed up on the scene.

When Rooomxix was launched in 2018, it came with a simple mission of promoting and propagating streetwear culture and style. Its script, it appeared, was all about revamping the fashion business and industry by introducing streetwear into the mainstream fashion community in Nigeria.

“Rooomxix was quick to react to the Streetwear wave in Nigeria. We have been able to build our business model to adapt and further facilitate the transition of Streetwear from an underground movement to mainstream,” says the CEO, Gbenga Adeyefa.

“The future for Rooomxix is to establish Africa’s presence in the global fashion scene as a leader in her industry and create a fashion universe that serves a very large fashion community. Our mission is to provide people with superior fashion choices to inspire creativity and originality in their individual styles through our compelling shopping experience. Rooomxix is poised to provide our target audience with top quality globally curated products led by the latest trends at affordable prices where they don’t necessarily have to break the bank to look fly and drip and still stand out amongst their peers , and also have access to the same exotic shopping experience offered on a global scale,” he adds.

The origin of streetwear lies in counterculture and DIY. It is youth-centric and all about comfort and flexibility and features clothing such as graphic tees, hoodies, sweatpants, and expensive sneakers.

Streetwear fashion is a youthful casual style of dressing inspired by the sneaker culture and skateboarders of California and hipsters of New York.

There are various elements of streetwear fashion which include comfort, scarcity, contemporary art and lots more.

Comfort: Streetwear clothing consists of casual clothing and athleisure staples like sweatshirts and joggers. The undocumented general rule is that if you can’t skate in it, then it’s probably not streetwear.

Scarcity: Followers of the latest trends in streetwear are known as hypebeasts, who may go to great lengths to procure limited-edition of their preferred streetwear clothing. Hence, there is a perceived scarcity that can make sought-after items seem more fashionable.

Contemporary art: Some of the most successful graphic tees and streetwear logos borrow from the work of contemporary artists or poke fun at classic pieces. Sometimes these are sanctioned collaborations, and sometimes they’re not.