Nigerian Fashion Brand, Geto Is Bringing Back Nostalgic 00’s Trends

Millennials spent their formative years in the 2000s, being influenced by the music, fashion and film of that time. A new Nigerian fashion brand, Geto is drawing inspiration from the trends of that era, with a nostalgic debut collection that’s reminiscent of the noughties. 

Options in Nigerian fashion are usually limited to couture pieces or general high-end fashion. With its casual clothing line, Geto has smartly created a niche for itself in the Nigerian fashion space, filling a gap in the industry for casual, everyday clothes. 

In this day and age, there has been a sharp resurgence of noughties trends, and the younger generation (Gen Z) are consuming it rapidly and unironically. This is exactly why Geto’s emergence is not only needed but also timely. 

Founded by Samantha Adebayo, Geto was created out of a frustration with set standards and a need in fashion to follow trends. Samantha wanted a brand that stands out significantly while bringing a fresh, new edge to the Nigerian wardrobe. 

Speaking to Konbini about the brand’s intentions, Samantha said: 

“I wanted to create a brand that makes people feel beautiful but also cool. To show that we don’t all have to dress the same and follow the same trends to be creative.

I also wanted to create quirky clothes for black women who don’t fit into Eurocentric beauty standards, and present our own vision of what is elegant and beautiful.” 

Their colourful debut collection features pieces that are reminiscent of hip-hop and r&b music videos from the noughties, with ruched satin dresses, inscribed t-shirts, flared trousers and statement headpieces. The amazing thing about fashion being cyclical is that none of these pieces feel outdated.

We’re glad to see more Nigerian brands taking unconventional risks, and going against the set grain – hopefully, this induces a growth spurt in fast fashion around here. While the collection officially launches in July, you can pre-order pieces and check out the full look book right here.