The designer behind the thriving menswear label that bears his family name calls himself a style architect, not for flair alone, but because he has spent years building something deeper than clothes: a system that values artisans as the lifeblood of the industry.
Ebewele recently unveiled the brand’s upscale casual and diffusion fashion line for the young at heart and upwardly mobile, called ‘Sainte’.
Featuring premium T-shirts, relaxed pants, A, carry-ons, and accessories, Sainte captures global streetwear luxury infused with African soul—produced to international standards and finished to perfection.
While the fashion industry has enjoyed high fashion demands in Nigeria, Mr Brown admitted that the power, professional, and emotional management of fashion artisans has been a significant problem for him.
“You don’t scream at artisans; you work with emotions,” Mr Brown said, explaining that the craft depends on people who pour their feelings into every stitch. “The hardest challenge is discipline for them and for you, but if you treat them well, they’ll build your legacy.”
Despite the challenges, Osereme Brown’s resilience and determination shone through. He shared that the growth of his fashion empire was marked by expulsion from formal education, his father’s death, family disagreements, and the separation of business partnerships. Yet, he persevered, using these experiences to fuel his creative journey.
In the early 2010s, the stylist co-founded Africana Couture with his former business associate, Charles, but parted ways in 2014. This preceded many creative fashion inventions from his solo brand until his customers started demanding more brand identity that complemented his grit, and thus came Ebele Brown in 2018.
Ebewele Brown rings a loud bell, the fashion creative branded his business to honour his late father, Ebewele Brown Francis, a popular Edo Sportsman. The name pays homage to his father’s legacy and constantly reminds him of the values and principles he instilled in him.
The brand began modestly in Abuja, and Mr Brown deliberated building a strong foundation before expanding to Lagos. The city proved fertile ground, primarily because former President Muhammadu Buhari, widely known for his preference for traditional kaftans, was in office. This strategic move and the brand’s commitment to quality and innovation paved the way for its rapid growth and recognition in the industry.
Today, the brand boasts over 100 employees, a design house, and a state-of-the-art Abuja Garment Factory that produces up to 50 outfits daily. It also supports production for other African fashion brands.
The Ebelewe Brown showroom is partitioned uniquely: OLDWYN showcases refined ready-to-wear pieces for the modern, elegant man, while downstairs, SAINTE offers upscale casualwear and streetwear rooted in African soul, with premium, globally crafted essentials for the stylish, young professional.
He said about his fashion factory: “I am building the infrastructure for a continent that has long depended on imports. No matter the vision’s brilliance, the standard cannot be achieved without a world-class production facility. We built this factory not just for us alone, but for the future of African fashion,” as he noted the reasons for establishing his fashion enterprises.
While heavily diluted with African identity, the fashion brand specialises in manufacturing readily available men’s fashion products in different styles, crafts, and designs. The brand believes each dress passes different prestige on to the owner.
