Yomi Casual is a fashion line created by Nigerian designer Omoniyi Okoro. Yomi Casual was born out of necessity. When he was still young, Omoniyi Okoro had to look for work as he was living in Lagos and had no money. He then decided to create a clothing line. His first line of clothes, the Yomi brand was later known as Omoniyi Mebra. This later changed to Yomi Casual.
Yomi Casual was founded by Nigerian fashion designer Omoniyi Okoro. Born in Lagos, Nigeria, in 1985, this young man had to look for a way for him to support his family while attending college. Eventually, he was able to find work as a textile technician and designer thus starting his career as a fashion designer.
Yomi Casual's unique design and products have become popular worldwide. Yomi Casual has four brands; Omoniyi Mebra, Yomi Underground, Yomi Premium and Yomi Trend. The brand was initially intended to create a niche for African men's wear, with its signature pieces, such as the “Yomi” shirt, to distinguish it from the competition. As its brand has grown and turned into a full fashion line, more styles are being added to the line.
While many fashion brands only sell to Westerners, Yomi Casual was designed to cater to African consumers that live in the Western world. It targets younger men that prefer to dress casually yet still stylishly. Its African-influenced designs are also appealing to an African audience, which likes the variety of colours and styles that it sells.
Yomi Casual has expanded since it first launched. In 2021, the brand introduced a line of handbags, shoes, scarves and belts under the name “Omoniyi Makon”. This was followed by the launch of the Yomi casual collection of jeans in 2021. In the past year, Yomi Casual had also launched a number of new product lines, including urban wear, casuals, women's clothing, school wear and evening wear.
The brand is owned by Sanoma Uyesin International, which also owns the majority share of the shares in Yomi Casual. However, due to financial issues, the company shut down its factory in Lagos and transferred its remaining shares to raise funds. This has however not resulted in a decline in sales and demand for the brand. Instead, there has been a marked increase in demand for Yomi Casual clothes amongst aficionados and the general public. This has led to the rise of a number of African fashion designers who are venturing into the lucrative world of women's casual clothing. It is no doubt that Yomi Casual has helped propel many women and fashion designers into the limelight, as this brand has enabled them to express their creative ideas in an African context.
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