Staying At Home With NINE

Lagos, a hub known for its vibrant spirit, creates an ideal environment for any innovative, resilient designer to grow and explore. Drawing inspiration from the bustling nature of Lagos to the dynamic urban scene, this particular designer has managed to capture the essence of Lagos and translate it into an enthralling fusion of skate culture and fashion.

For ‘Staying At Home with: NINE’ , Nexvillemag dives deep into Tobi Naiwo’s fashion journey, pivotal moments in shaping the artistic vision of “Nine”, and the unwavering dedication which has catapulted Nine to the forefront of Nigeria’s fashion and skateboarding scene. It's a tale of tenacity, creativity, and dedication to authenticity as the designer merges skateboarding and fashion to create a brand that appeals to people who appreciate uniqueness and self-expression.

In this interview, Tobi Naiwo provides me with a rare opportunity for a sit down interview to discuss his role at NINE, where he is not only a testament to culture and creativity but also a voice to a rising subculture of fashion and skateboarding.

NV: Can you tell me about the origin and inspiration behind the name "Nine." What does it symbolize for your brand?

TN: The name “nine” is from my surname, “Naiwo”. From that, it symbolizes family but I also like to leave it up to people for interpretation. Through nine, we built our slogan called “turndasix”. It is a play on words where six is turned upside down to nine. As fun as it sounds, it goes against the norm or system from what people expect you to do. We believe you should rather do things your way. That's how I put it out there. But like I said, it is still open to interpretation; a friend of mine saw it as a nine being greater than a six.

NV: Could you describe your design aesthetic and signature style? What sets Nine apart from other Nigerian fashion brands?

TN: The shoots are unique as well as the play of words which we leave open to interpretation, “turndasix”. Also, the people involved in the shoots are actual skaters which makes us authentic. Skaters are very selective on who they work with because Skate culture is an exploited one. We are able to successfully work with them because both my sister and I skate. People forget that it is an actual community.

NV: How do you define your brand's unique style and identity?

TN: We are a streetwear and skateboard brand.

NV: Collaborations can be a key driver of creativity and growth. Have there been any notable collaborations that have contributed to Nine's success and innovation?

TN: We had a notable one in the past with “Homeland” where it was for charity in which we got brands all over Nigeria to make T-shirts for a school in Makoko. However, there are currently some in the works. So watch out!

NV: How does Nine engage with its audience, both locally and internationally, to maintain a strong presence in the industry?

TN: I think it is authenticity where we are able to communicate with people interested in it. Your shirt means nothing if it lacks that message. Once people understand the presentation and branding, they get the message. I would say we are also creating a presence internationally, because an exciting pop-up is coming to Canada.

NV: Could you give us some insights into the creative process at Nine, from concept to the final product? What are the key steps and considerations involved in creating a collection?

TN: I do the design and produce by myself. My process could be just literally walking down the road or doing a random thing where an idea could spring up on me. I leave the idea to simmer. The thought process itself has a lot of hidden messages in it. One of the most intentional collections was the “Nine noble virtues”. It is a reference to Norseman mythology , kind of like the ten commandments which we incorporated into our ethos. Another one is the “Nasa collection” . I had a whole different idea which was going to revolve around Pluto but I later drifted from it. However, I was glad with the outcome. Our latest was “turndasix” which we started putting on the clothes. I had that design for a while as it has always been there on the brand but I finally finished it.

NV: What challenges has Nine encountered along the way, and how has the brand overcome them?

TN: First of all, location-wise being in Nigeria can be challenging in terms of shipping. I feel like manufacturing/production too takes a lot of time where you have to figure out the roles. There is also a period of self-discovery where it's not going as good as it can be. This is where you are tested on if you want to continue. Along the way, I started to get a clearer vision when I was pursuing this. They are solvable problems regardless which I feel every business will encounter and you just have to figure it out.

NV: What are the future aspirations and goals for Nine in the Nigerian and global fashion scenes? Where do you see the brand heading in the next few years?

TN: I keep referencing this where the value of a t-shirt should be more than a price. You can make your brand have that same value where it does not even cost much. This is what we see in the US, UK and so many places. It's happening here too but just not mainstream. We tend to focus on flamboyant nature but rather we should make the value our focus as opposed to the price. For example, we see long queues in stores such as Supreme rather than places like Gucci.

NV: What advice do you have for aspiring fashion designers in Nigeria who aim to follow in your foot?

TN: First of all, just start. People are hesitant. You should start and do your research. At times, people tend to not even think bigger than Nigeria as they are more focused on replicating. Have this idea where you can make it bigger. It's important to sit down and educate yourself. Even with myself, I still keep learning. Also, remember to always remain unique.

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