We Deliver Globally

We Deliver Globally

At the intersection of heritage and high-street fashion, MIDETUSH emerges as a dynamic force redefining luxury through a culturally resonant lens. Rooted deeply in the rich tradition of West African heritage, the label seamlessly fuses artisanal craftsmanship with bold contemporary design, offering a distinct voice in the global fashion narrative. MIDETUSH is more than just a label – it is a celebration of identity, storytelling and cultural pride. The brand developed an innovative design methodology and advanced construction techniques that transform traditionally rigid Aso-Oke textiles into fluid, draping garments supporting contemporary sihouettes such as trucker jackets, collared mini dresses, and cargo trousers, produced the editorial video documenting the design and material transformation process, and presented it as an educational case studey to MA Fashion & Textile Design students at Birmingham City University. Each piece is designed to reflect the intricate textures and colours of West Africa, while embracing the ever-evolving language of modern streetwear and high fashion.

With a mission to elevate cultural craftsmanship onto the world stage, the label champions sustainability and ethical production. The brand’s contribution lies in advancing Afrocentric fashion beyond surface-level aesthetics into a technically refined practice. A key innovation in the brand’s approach to Aso-Oke, a traditionally rigid handwoven textile that is often confined to heritage silhouettes due to its stiffness. Beyond the garments, the label extends its expertise to creative direction, fashion styling and event strategy, making it a go-to for creatives, professionals, and couples preparing for their big day. With a loyal clientele spanning both local and international markets, the label has built a reputation grounded in quality, innovation, and unwavering customer satisfaction. From the runways of Lagos to the streets of London and New York, MIDETUSH embodies an unapologetic fusion of authenticity, ethical craftsmanship and innovation, a convergence of legacy and bold expression.

THE CREATIVE DIRECTOR

Olumide Oyewunmi is a visionary fashion entrepreneur, Founder and Creative Director of
MIDETUSH, celebrated for his style-conscious approach, cultural depth, and entrepreneurial drive. With a strong foundation in growing small and medium enterprises within the fashion industry, he blends creative innovation with strategic insight to deliver fashion that is both expressive and commercially viable. Certified as an Entrepreneurship Development Consultant by Africa Leadership Forum in 2019, Olumide has continually positioned himself at the intersection of design, business development, and cultural storytelling.

Drawing profound inspiration from nature and African cultural heritage, his design philosophy is rooted in authenticity and meaning. Each creation reflects a harmonious balance between personal expression and collective identity, resulting in timeless, story driven fashion. This approach has earned him recognition as one of ”Black Designers Worthy of a place in the Met”, a global press visibility by The Guardian UK in 2025 making him a sought-after collaborator in the global fashion space.

Olumide has showcased his work on international platforms such as London Fashion Week, The Gold Luxury Fashion Showcase during New York Fashion Week, Leicester Fashion Week and Newark Fashion Week Festival. He co-directed a runway showcase at Birmingham Fashion Week in 2023 and has collaborated with leading creatives and brands, including Bellafricana and Netflix Naija Campaign, co-styling custom looks for Nigerian celebrities like Falz and Bimbo Ademoye. His designs have been featured in international publications including The Guardian UK, Hunger Magazine, KALTBLUT (Germany), Original Magazine, Marie Claire Nigeria, Style Rave (USA), London Runway Magazine, The Luxe Review, Shortlist Magazine, Canvas Rebel, Bold Journey Magazine, The Guardian & ThisDay (Nigeria), Vanilla Issue (Australia), Fashion Capital UK, Hype Magazine, BLK BRIT, Imagine Magazine, Lost Art and more.

Selected as a Designer in Residence for the Unity in Design Global Network and African Fashion Foundation Cultural Threads Incubator (2025), Olumide’s work continues to explore the future of African fashion through innovation and sustainability. He was invited to judge and review creative work, deliver a live styling brief and provide critical feedback within an academic context at Birmingham City University to contribute to the MA Fashion & Textile Design Graduate Project. He actively contributes to industry development as a member of the Apparel Textile and Manufacturing Federation (ATMF) and regularly engages in community-focused programmes, including being an industry guest at Asian New York Fashion Week, delegate at De Montfort University Leicester x Lumbers Jeweller Sustainable Initiative and speaking engagements like the Ibadan Urban Fashion Show (2021) and volunteering for Bellafricana’s Summer Pop-Up (2023). He led the brand to win the Most Innovative Brand in Fashion & Culture Design at Emerging Brands in Africa Awards held in South Africa in 2026. He was nominated at the 8th African Fashion Designer Awards 2025, Eko Heritage Awards 2026 in Lagos, Nigeria and also a nominee for the Bond Awards in Canada. 

With an expanding global clientele spanning the UK, USA, Canada, and the UAE, Olumide delivers bespoke fashion and lifestyle consulting grounded in cultural authenticity and modern sophistication. Endorsed by industry luminaries such as Jenny Holloway, Adebayo Oke-Lawal and Kenneth Ize (BoF500), Olumide continues to push creative boundaries while remaining deeply anchored in the stories, heritage, and values that shape his design ethos.

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