Meet Misan Odutola

April 18, 2011 in Fashion

Creative Director
Asòtodun

Asòtodun is a fashion label that specialises in European style outfits made from African prints.

Translated from the language of the Yoruba  tribe, from the western part of Nigeria, Asòtodun means “sweet attire.”

Based in Langley, Berkshire the company was founded in February 2009 and currently employs a team of two.

Why did you decide to start your company?
I have always loved customised items, anytime there is an opportunity to customise an item, either for me or a member of my family, I get excited.

When I was getting married I looked around for a good Nigerian tailor to make the traditional part of my wedding garments. I found one who was supposed to be very good, efficient and fashionable. I was confident that I would look stunning in my outfits. I was disappointed when I saw my outfits; they were nothing like I had asked for or wanted.

After that incident, it took me another two years to try again with other people but I was never happy. The finishing on the garments was unsatisfactory, they did not fit properly and my unused fabric was never returned to me. I had to make a choice and it was never to wear a traditional outfit again or learn to make my own dress. As a result, I ended up making my own outfits.

What’s the story behind your brand name?
When I was younger, I loved T-shirts…I still do. I noticed that a lot of the messages on T-shirts were negative. I decided that I will start a T-shirt company called Positive Tees and that the messages on T-shirts and pictures on T-shirts will be of a positive nature.

I guess this filtered down to my later years when I started sewing; I felt everyone should look smart, good looking and positive in their garments. My husband and I started brain storming and came up with different names. One morning the words “sweet attire” kept repeating in my mind, I asked my husband to translate the words in his native language, Yoruba. He told me it was Aso to dun. The rest is history.

Can you tell me more about your collection?
There are two different parts of Asótodun. Firstly, our made-to-measure section specialises in fashionable European style outfits made from African print fabric mixed with a range of other fabrics, creating exclusive, one-of-a-kind, ethnic print fashion which is relevant and accessible to all.

All garments are personalised, cut and manufactured in house. We give our individual attention to each customer and discuss their ideas in detail, transforming ideas into beautiful garments. We pride ourselves in being able to personalise, cut and sew contemporary outfits for all ages.

Secondly, we provide ready to wear. This is our existing Asòtodun collection, usually made in batches or 4-6, and sold on our website.

What was your career path prior to starting your first business?
I studied Product Design Engineering at the University of Brighton. My husband proposed to me just before I graduated. I decided to teach product design in secondary school so that I can have my holidays with my kids.

While teaching, I learnt to sew from the textiles technician at the school where I teach. I still teach now, and sew on evenings, weekends and holidays.

Did you always know that you would start your own business?
Not at all. A business was not in our plans for the future. When I started wearing my own creations, the orders started pouring in. I suddenly realised one day that we were running a business.

What are you working on at the moment?
I have been working on bridesmaids’ garments for two weddings. One is in the UK and the other is in Nigeria in May. I am also working on my next collection which will be launched later this year and available as our ready to wear range.

What have been the highlights of running your own business?
The highlight for me has been branching out into the ready to wear collections and bridesmaid garments.

What is the hardest part of running your own business?
The hardest part has to be turning people away because I don’t like to take on too much. I like to focus on each garment and give my full attention to it.

Did you have an initial business plan and if so, did the original plan reflect what actually transpired when you launched your business?
I never had a business plan, the original plan was to make clothes for myself but as the business continues to grow and customers increase I’ve had to give more attention to where the business should be heading and what it represents.

What has been your proudest business moment so far?
My proudest business moment was being chosen for the Women of Africa Calendar photo shoot. The order designer was Yemi Osunkoya of Koshiba and I absolutely adore his work.

What, or who, inspires and motivates you?
Firstly, God inspires me; all of this won’t be possible without his input on my talent. Also Zi and Nkwo are two female Nigerian designers who have made me realise that hard work does pay.

Fast forward five years, where do you think your business will be in 2016?
In five years time I hope to have opened a store, employ more staff to take on more work and have a presence around the world.

What advice would you give to someone who is considering starting a fashion business?
My advice for someone starting out is not to get discouraged by the competition out there, you will never know how successful you can be if you don’t try. Everyone is unique in their own way and sharing you uniqueness with the world is a wonderful thing.

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For more information on Asòtodun visit www.asotodun.com. You can also find the company on Twitter and Facebook.

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Misan Odutola was interviewed by Octavia Goredema, founder of the Twenty Ten Club.

The Twenty Ten Club is an award-winning networking organisation for Black female entrepreneurs. You can also find Twenty Ten Club on Twitter, Facebook and LinkedIn.