Fashion today is more than just trends, it’s about impact. As sustainability takes center stage, the fashion industry is shifting toward circularity, where waste is minimized, and resources are reused. This movement is shaped by various advocates and innovators, including Adedoyin Sonubi, whose work bridges creativity with environmental responsibility. In this discussion, we explore the intersection of sustainable fashion and the circular economy, highlighting key insights and contributions driving this change.

1. Can you introduce yourself and share what inspired you to establish Ìbílè Clothiers and ABSL Fashion Institute?

My Name is Adedoyin Sonubi.

I am a Fashion Business Consultant, Designer, and an Educator passionate about craftsmanship, sustainability, and empowering the next generation of fashion entrepreneurs. 

I founded Ìbílè Clothiers, a brand that blends African heritage with modern aesthetics, under the slogan “We give your Confidence an image.” I also established ABSL Fashion Institute to train aspiring designers in both technical and business aspects of fashion, ensuring they build sustainable and profitable brands.

My fashion journey started with my love for processes and craftsmanship.

I’ve always been fascinated by how raw materials transform into finished products. While in university, I would buy fabrics and take them to my tailor, requesting specific designs. Seeing him turn plain fabrics into my desired garments intrigued me, and I often sat with him, asking numerous questions; especially about how simple pieces of fabric could be structured into wearable outfits.

That curiosity turned into passion, and I eventually decided to master the art of garment making. However, my learning journey in Nigeria was challenging. The traditional “watch and learn” method in tailor shops was outdated and didn’t align with global industry standards. 

I knew there had to be a better way!

Determined to bridge this gap, I traveled to India to study Fashion Design (Women’s & Men’s Wear), gaining formal training that equipped me with global techniques in patternmaking, garment construction, and fashion business. With this knowledge, I founded ABSL Fashion Institute, creating a structured learning environment that combines technical mastery with business intelligence; ensuring designers are skilled, confident, and ready to thrive.

More than anything, I love to share knowledge effortlessly; it’s second nature to me. I feel choked when I don’t share useful insights (lol). That’s why my institute exists: to simplify learning, eliminate outdated methods, and provide aspiring designers with the right tools to excel.

And here we are today- training designers, pushing sustainable fashion, and redefining the industry!

2. Sustainability is a major focus of your brand. How do you see fashion’s role in Lagos’ transition to a circular economy, and what policies or incentives would help scale sustainable fashion?

Fashion plays a crucial role in Lagos’ circular economy by promoting resource efficiency, waste reduction, and innovative reuse. So we have to shift the industry from a linear “take-make-dispose” model to a more sustainable “reduce-reuse-recycle” system. 

At ÌBÍLÈCLOTHIERS, we actively integrate circular fashion principles by:

• By using a method that reduces fabric waste to design our garments ( Patternmaking)
• Offering garment rentals, reducing the need for mass production.
• Minimizing fabric waste with efficient cutting techniques.
• Repurposing fabric scraps into wearable garments, ensuring nothing goes to waste.
• Developing a program to recycle and upcycle old garments, keeping textiles in circulation for longer.

For Lagos to fully embrace a circular fashion economy, the right policies and incentives must be in place. The government and industry stakeholders can scale sustainable fashion through:

• Tax Incentives & Grants: Provide financial support to fashion brands adopting zero-waste techniques, rental models, or upcycling practices. This will encourage more designers to prioritize sustainability.
• Investment in Textile Recycling Infrastructure: Establish textile waste collection centers where designers and manufacturers can deposit fabric scraps for recycling or repurposing. This would prevent textile waste from ending up in landfills.
• Reward-Based Waste Collection Programs: Encourage designers to bring in their fabric waste in exchange for cash or essential tools like scissors, measuring tapes, or sewing needles. Everyone loves to receive, and this would make waste management more rewarding and effective.
• Sustainability Education & Training:  Integrate circular fashion principles into fashion school curriculums to ensure emerging designers build sustainable brands from the start.
• Consumer Awareness Campaigns:  Educate the public on the benefits of renting, upcycling, and choosing sustainable fashion over fast fashion. A shift in consumer behavior will drive industry-wide change.
  
  By implementing these policies and incentives, Lagos can become a leading hub for sustainable and circular fashion; Where everyone is Informed, waste is minimized, resources are efficiently used, and designers thrive in a more responsible fashion ecosystem.

At ÌBÍLÈCLOTHIERS, we remain committed to leading by example, proving that sustainability and profitability can go hand in hand.

3. Your garment rental service promotes a shift from fast fashion to conscious consumption. What impact has it had so far, and how can government initiatives support similar models?

At ÌBÍLÈCLOTHIERS, our garment rental service is designed to reduce overproduction and encourage conscious consumption. By allowing clients to rent high-quality garments instead of purchasing new ones, we are actively promoting a circular economy while making fashion more accessible.

The impact so far has been significant:

• Clients save money while still accessing premium designs for special occasions; Birthday, Anniversary photoshoots, special events, etc
• Fabric waste is reduced since fewer garments are discarded after one-time use.
• The entertainment industry benefits, as we have supplied costumes for movie productions, helping them cut down on their costume budgets. Sometimes, we engage in a trade-by-barter arrangement, where we provide costumes at a lower fee in exchange for mentions in their productions. This further amplifies awareness of sustainable fashion.

To support similar models, government initiatives should include:

• Tax Breaks for Rental-Based Businesses – Fashion brands offering rental services should receive tax incentives to encourage more businesses to adopt this model.
• Public Awareness Campaigns – Educating consumers on the benefits of renting versus buying can drive demand for rental services.

I was reading a thread on Facebook about Garment Rental recently and a lot of people went spiritual… lol. Like, you don’t know what the previous wearer has in her/him. So you see, we have a lot to deal with

• Support shared fashion hubs where designers can run rental services efficiently.
• Funding for Circular Fashion Startups – Grants and low-interest loans should be available to brands championing rental, upcycling, and other sustainable initiatives.

By making garment rental services more mainstream and incentivized and encouraging rental culture through awareness and infrastructure,  Nigeria can take a big step toward a more circular fashion economy, where fashion is less wasteful, more accessible, and economically beneficial for both businesses and consumers.

4. As a designer committed to waste-conscious fashion, what challenges do you face in textile waste management, and how can Lagos improve its waste-to-wealth ecosystem in fashion?

As a designer committed to waste-conscious fashion, one of the biggest challenges I face in textile waste management is the lack of awareness. Many people; both within and outside the fashion industry do not fully understand the environmental and economic impact of textile waste. Without awareness, waste reduction and recycling efforts remain limited.

Other key challenges include:

• Limited Textile Recycling Facilities:  There are few to no structured textile waste collection centers where designers can drop off fabric scraps for proper recycling or repurposing.
• High Cost of Sustainable Practices:  Implementing zero-waste techniques, sourcing sustainable fabrics, and repurposing waste require additional costs, which many designers struggle to afford.
• Lack of Incentives: There are no major policies that reward fashion entrepreneurs for adopting sustainable waste management practices.
• Consumer Mindset: Many consumers still prioritize fast fashion over sustainable alternatives, making it harder to shift towards circular fashion.

How Lagos Can Improve its Waste-to-Wealth Ecosystem in Fashion;

To build a thriving waste-to-wealth ecosystem, Lagos must implement policies that encourage and reward sustainable fashion practices. Some key steps include:

• Mass Awareness Campaigns:  The government, fashion bodies, and environmental agencies must educate designers and consumers on the importance of textile waste reduction and circular fashion.
• Textile Waste Collection & Recycling Hubs: Establish drop-off points where designers can submit fabric scraps, which can then be processed into new materials.
• Reward-Based Waste Collection Programs: We must understand that not every Fashion Entrepreneur wants to repurpose Textile waste. So Fashion entrepreneurs, especially designers, should be encouraged to exchange fabric waste for cash or valuable tools like scissors, measuring tapes, sewing kits, and other sewing tools. This will motivate participation and make waste management more practical.
• Subsidies & Grants for Sustainable Brands:  Providing financial support to brands that focus on waste reduction, upcycling, and garment rental services will encourage more businesses to adopt sustainable practices.
• Collaboration with the Creative Industry: Nollywood and other creative industries should prioritize costume rentals and upcycled garments to reduce waste while cutting costs. 

At ÌBÍLÈCLOTHIERS, we have supplied costumes to movie productions, helping them reduce their costume budgets; sometimes through a trade-by-barter arrangement, where we provide garments at a lower fee in exchange for mentions in their productions.

By combining awareness, incentives, and structured waste management programs, Lagos can transform textile waste into valuable resources, creating new job opportunities and a more sustainable fashion industry.

5. Your institute integrates sustainability and waste reduction into its curriculum. How do you see fashion education shaping the next generation of eco-conscious designers in Nigeria?

Education plays a transformational role in shifting industry norms. When young designers learn business strategies for circular fashion, they’re better equipped to create profitable, sustainable brands that redefine Nigeria’s fashion landscape.

At ABSL Fashion Institute, we understand that fashion education is key to shaping the future of sustainable fashion in Nigeria. By integrating sustainability and waste reduction into our curriculum, we are ensuring that emerging designers adopt eco-conscious practices from the start, rather than treating sustainability as an afterthought.

Fashion education plays a crucial role in:

• Changing Mindsets Early: Many designers are unaware of how much textile waste the industry generates. By teaching zero-waste techniques, efficient cutting methods, and fabric repurposing, we train students to be mindful of waste from the beginning.
• Encouraging Circular Fashion Thinking:  Our students learn that fashion is not just about making new garments but also about extending the life cycle of existing ones through upcycling, garment rentals, and creative fabric use.
• Providing Practical Sustainable Solutions:  We expose students to real-world applications of sustainability, including:
  • Turning fabric scraps into wearable garments
  • Reducing overproduction through made-to-order models
  • Using efficient cutting techniques to minimize waste
  • 3D Digital Fashion; one can test for designs, shapes, colours, and Fabrics in real-time. No fabric is wasted.
• Preparing Designers for the Global Market – The world is moving towards sustainability, and Nigerian designers must be equipped with the skills to compete internationally. Our training ensures they are ready to create designs that meet global sustainability standards.

At ABSL Fashion Institute, we are not just teaching fashion design; we are training the next generation of eco-conscious designers who will lead the industry toward a waste-free, more responsible future. With the right education and mindset, Nigerian designers can drive sustainable innovation, reduce environmental impact, and build profitable fashion businesses that align with the principles of circular fashion.

6. You’ve trained over 5,000 students in professional fashion design. Have you seen a shift in mindset towards sustainability among emerging designers, and what more can be done?

Having trained over 5,000 students – both Online and Onsite – in professional fashion design through ABSL Fashion Institute, I have observed a gradual shift in mindset toward sustainability among emerging designers. While many Nigerian designers are still adapting to the concept, there is growing awareness; especially as more people recognize the economic and environmental benefits of waste reduction.

Notably, some of our students are based abroad in countries like the UK, US, Canada, South Africa, etc, where sustainability is already a key focus. Their environment naturally encourages eco-conscious practices, making them more open to adopting circular fashion models, sustainable sourcing, and textile waste management in their businesses.

Some of our Alumni have created products from their waste they now “Cross-Sell” with their main product

What More Can Be Done?

To further accelerate this mindset shift in Nigeria:

1. More Awareness & Education:  Sustainability should be embedded not just in fashion schools but also in mainstream education to expose young creatives to eco-friendly fashion early.
2. Government & Industry Support:  Policies that provide incentives for sustainable fashion businesses (such as tax breaks and funding for circular fashion initiatives) will encourage more designers to embrace sustainability.
3. Showcasing Success Stories:  Many designers are hesitant about sustainable fashion because they don’t see enough local success stories. Platforms should highlight Nigerian brands excelling in waste-conscious production, upcycling, and garment rentals.
4. Encouraging Collaboration: The shift will happen faster if designers, manufacturers, and retailers work together to promote sustainability across the fashion value chain.

At ABSL Fashion Institute, we continue to lead by example, integrating sustainability into our training to ensure that the next generation of designers is equipped with both the skills and mindset needed to build a fashion industry that is innovative, profitable, and environmentally responsible.


7. Your brand turns fabric scraps into wearable fashion items. Could you share success stories where this approach has made a tangible impact?

At ÌBÍLÈCLOTHIERS, we believe that fabric waste is not just scrap, but an opportunity for innovation and creativity. Over the years, our approach to repurposing fabric scraps into wearable fashion has led to some remarkable transformations—both in design and in shifting consumer perspectives.

One notable success was in 2016 when I created a collection that infused Aso-Oke pieces into Western fabric to make a draped dress. At that time, Aso-Oke was primarily used for traditional outfits like Buba and Wrapper, and many people were fascinated to see it incorporated into a dress. That collection sparked interest, and shortly after, one of our clients requested an Aso-Oke dress instead of the traditional attire. 

Today, it’s exciting to see more people using Aso-Oke for modern, non-traditional designs, proving that repurposing heritage fabrics can influence mainstream fashion.

Another significant project was in 2018, when I repurposed my mother’s Gèlè and Ìpèlè Aso-Oke into pants, jackets, and dresses. I lost her and my Dad earlier in 2018 which changed my Fashion Theme for my Yearly Photoshoot. I repurposed some of her aso-oke willed to me …lol and I wore some as they are. This not only gave sentimental fabrics a new life but also inspired many others to explore upcycling their own treasured fabrics into stylish, functional garments.

And I can tell you, that the quality of Aso-Oke in the olden days is of better quality than what we have now

Through our fabric repurposing projects, we have:

• Reduced textile waste by transforming scraps into high-value, wearable pieces – dresses, shorts, tops, headbands, purses, etc.
• Encouraged more clients to see the potential in upcycled fashion, leading to increased demand for custom-repurposed pieces. Some of them ask us to keep their fabric leftovers to make new garments. They even send the ones they have with them
• Sparked industry-wide conversations about preserving heritage fabrics while adapting them for modern fashion trends.

These experiences reaffirm that sustainability and creativity go hand in hand. By continuing to challenge traditional uses of fabrics and repurpose materials that would otherwise go to waste, ÌBÍLÈCLOTHIERS is not just creating fashion, we are shaping a more resourceful and waste-conscious industry.

8. Beyond fashion, sustainability requires collaboration. How can organizations like OCCE and government agencies partner with fashion brands to promote waste reduction and circular fashion?

Collaboration is key! Organizations like OCCE (Office of climate Change and Circular Economy) and government agencies can:

• Fund sustainable fashion initiatives that focus on upcycling and recycling.
• Create textile waste collection hubs where designers can access scrap materials.
• Support research on biodegradable fabrics and alternative materials.
• Host circular fashion exhibitions to highlight innovative sustainable brands.
  
  By connecting policymakers, designers, and environmental experts, we can create an ecosystem where sustainability thrives.

9. What advice would you give to policymakers and stakeholders on fostering a thriving, sustainable fashion industry in Nigeria?

• Make sustainability profitable: Introduce tax breaks for sustainable brands.
• Invest in infrastructure: Support textile recycling plants and waste processing hubs.
• Support innovation: Fund research into alternative eco-friendly fabrics.
• Educate consumers: Launch campaigns promoting ethical fashion choices.

If policies align sustainability with business growth, more brands will embrace it, ensuring a stronger, greener fashion industry.

10. Looking ahead, how do you see the future of sustainable fashion in Lagos, and what role do you hope Ìbílè Clothiers and ABSL Fashion Institute will play in that transformation?

The future of sustainable fashion in Lagos is promising if we continue to push for circular fashion models, responsible production, and policy-driven incentives.

Ìbílè Clothiers will remain at the forefront by championing sustainable design, garment rentals, and waste-conscious production. Meanwhile, ABSL Fashion Institute will continue to train the next generation of eco-conscious designers, equipping them with the skills to drive the industry forward.

Through education, innovation, and advocacy, we aim to reshape Lagos’ fashion scene into one that is both stylish and sustainable.