Living the Culture
Shoes… If I had a single poetic bone in my body, the odds are that my sonnets would be entirely dedicated to honouring their virtues. Some people might call it an obsession, some might describe it as a compulsion, but regardless of how other people might describe my almost constant search for the perfect pair of shoes, my love affair is real, my desire strong, and my collection growing – and I wouldn’t have it any other way.
Thankfully, I know that there are thousands of people out there who share this love affair, and – like me – they believe that it’s actually the shoe that makes the outfit. Unfortunately, I also know that there are thousands of people who have at some point had a fabulous ensemble in mind, only to discover – after what can possibly be described as a full-scale hunt of action-movie proportions – that the missing piece of the fabulous puzzle is, in fact, the perfect pair of shoes.
One such person is Aderonbi Odukoya, who found herself seeking shoes that express modern African style while remaining fashionable and affordable. Her love for shoes, fused with growing frustration, sparked an idea –that quickly evolved into a dream. In an almost spiritual moment of inspiration, Odukoya decided to create the shoes she wanted to buy and wear. This was the birth of Aderonbi Culture.
“The dream started with just a single pair,” Odukoya says. “After that I just didn’t stop designing. I started with a pair of shoes in my size, in the style I wanted to wear. I posted it on social media to see what other people thought and how they reacted to it, and haven’t looked back since.”
Aderonbi Culture, with African culture at its heart, is all about embracing the diverse colours and cultures of our beloved continent. “I love unique things, and I design what I would love to wear. For me, it’s as simple as bringing my imagination to life – from thinking of a specific style of shoe, to incorporating the various details such as the type of leather, the colours, and matching it to the colours of the fabrics and soles I use.”
Most of the shoes are made with African prints in vivid colours and designs, complemented by leather, suede, and denim. Odukoya especially loves the distinctiveness and vibrancy of the prints, and how it makes every pair stand out. All of her products have a casual yet striking style. She uses both formal, lace-up designs and sneaker styles that can effortlessly transition from day to night while still standing out in the crowd.
Cleverly, most of her shoes are unisex, and she offers a decent selection of readyto-wear items. For those of us who are very particular, Odukoya is also happy to create a completely bespoke pair of shoes, matching all the elements to your personal style or a fabulous outfit. Due to growing demand, Odukoya has also expanded her product offering to include matching belts, blazers, waistcoats, jackets, and bags, ensuring a cohesive and envy-inducing ensemble.
Since posting that first pair of shoes on social media almost three years ago, the response has been phenomenal, and plans are in motion to grow the ”culture”, as Odukoya calls it. “My shoes are still produced in a workshop in Nigeria, but I’m working hard at setting up a production facility here in South Africa so that I can not only deliver faster, but empower local artisans in the skill of shoemaking.”
In the process, Odukoya has also proved just how powerful social media can be, and that modern entrepreneurs need not necessarily aspire to sell in boutiques or other retail outlets. “I’m working on a website through which customers can purchase, but primarily so that customers can design their own shoes,” she adds. “Until that site is exactly how I envision it to be, I will continue selling through my social-media channels, most notably Facebook and Instagram.”
Marilyn Monroe famously said that if you give a woman the right pair of shoes, she could conquer the world. While the famous Hollywood siren is as far removed from the vibrant cultures of our beautiful continent as can be, her words ring true for Odukoya. The Aderonbi Culture is sweeping through South Africa, one pair of shoes at a time.