By day, Oluyemisi Fadahunsi operates in the exacting world of corporate law, advising on complex, multi-million-dollar transactions across energy, mining, manufacturing and international trade. As Head of Corporate, Commercial and Governance Legal at African Industries Group, she has built a career around structure, strategy and value. Away from the boardroom, however, she is applying some of those same instincts to a very different industry: fashion.
As founder of Eko Fashion Loop, a curated preloved fashion platform, Fadahunsi is making a case for a more considered way of consuming clothes. Built around the idea that great fashion should have more than one life, the platform encourages people to rethink what happens to the pieces they no longer wear, while giving others access to quality fashion without always buying new.
For Fadahunsi, circular fashion is not simply about reselling clothes. It is about changing our relationship with them: buying better, keeping pieces in circulation longer, and recognising the value already in our wardrobes. She tells Yinka Olatunbosun about building Eko Fashion Loop, the growing appetite for preloved fashion in Nigeria and why conscious consumption may be one of the most important shifts in the way we dress.
Could you explain the concept behind Eko Fashion Loop and what inspired its creation?
Eko Fashion Loop is a curated preloved fashion platform that gives great fashion a second life. We create a trusted, stylish, and convenient marketplace where people can buy and resell quality fashion pieces, unlock value from their wardrobes, and participate in a more circular way of consuming fashion. The idea was born from my personal relationship with fashion. About ten years ago, I realised I had beautiful, fashionable pieces sitting in my wardrobe that I simply wasn’t wearing. At the same time, access to international brands and high-fashion pieces in Nigeria was very different from what it is today. Unless you travelled frequently, knew someone who did, or were willing to pay significant markups through a handful of retailers, many of the brands we love today were not easily accessible.
Those pieces were harder to come by, so every purchase felt intentional. Over the years, I invested in building a wardrobe I genuinely loved. But like many women, I bought clothes for weddings, birthdays, holidays, career milestones, future plans, and sometimes even for the woman I hoped to become, perhaps two dress sizes smaller.
As my wardrobe grew, I noticed something interesting. Many of these beautiful pieces had barely been worn. Some still had tags attached. Others had only been worn once and then forgotten. What struck me even more was that I wasn’t alone. So many people around me had wardrobes filled with valuable pieces sitting idle, while others were actively searching for exactly those items.
What started as a personal observation ten years ago has become an even bigger reality today. We now live in an age of unprecedented consumption. We are constantly exposed to new trends, social media influence, endless shopping options, and the idea that we always need something new. Our wardrobes are fuller than ever, yet many of us wear only a fraction of what we own.
Although I had started operating on a smaller scale years ago, there was a defining lightbulb moment when I realised there was immense value locked away in people’s closets and a real opportunity to connect that value with people who would genuinely love and wear those pieces.
That realisation led to the rebranding and expansion of Eko Fashion Loop. We wanted to widen the net of people who feel welcome in our community by giving great fashion a longer life, helping both women and men unlock value from their wardrobes, and proving that style does not have to end after a single wear. Fashion deserves to be worn, loved, shared, and recirculated.
What specific gap in Nigeria’s fashion ecosystem does Eko Fashion Loop seek to address?
The biggest gap we are addressing is helping people recognise that they are sitting on value. Many of us have wardrobes filled with beautiful clothing, designer pieces, occasion wear, handbags, shoes, and accessories that we no longer use, yet we do not see them as assets. When it’s time to declutter, we often give them away during charity drives, pass them on to family members, or leave them hanging in our closets. While there is nothing wrong with generosity, most people never stop to consider the real financial value sitting in those wardrobes.
The second gap is wastage. Too many quality pieces are left unused for years until heat, humidity, mould, or poor storage conditions damage them beyond repair. By the time someone decides to let them go, they are no longer in a condition to be enjoyed by someone else.
Eko Fashion Loop is helping to change that mindset. We want people to see fashion as something that can continue creating value long after the first wear. We already understand this concept with cars, electronics, furniture, and even property. We comfortably buy and sell pre-owned assets because we recognise their value. Our question is: why should quality fashion be any different?
At the same time, we are encouraging a more sustainable approach to consumption. Instead of letting great pieces sit unused or end up as waste, we help keep them in circulation where they can be worn, appreciated, and enjoyed again. Whether it’s a luxury handbag, a beloved Zara dress, or a beautiful piece from a Nigerian designer, every item deserves the chance to live longer.
How does the initiative align with global conversations around sustainability and responsible consumption?
The global fashion industry is undergoing a major shift. The conversation is no longer just about producing new clothes more sustainably. It’s increasingly about extending the life of the clothes that already exist. Today, the global secondhand apparel market is worth hundreds of billions of dollars and is projected to reach approximately $367 billion by 2029, growing significantly faster than the broader fashion industry.
We’re also seeing some of the world’s biggest retailers embrace circular fashion. From Reselfridges at Selfridges to Zara Pre-Owned, resale is becoming part of the mainstream shopping experience.
Eko Fashion Loop brings that global movement into the Nigerian context. We believe great fashion should not end after a single wear. By helping quality pieces move from one owner to the next, we reduce waste, unlock value, and make fashion more accessible. Ultimately, we’re building a culture where people buy more intentionally, wear more consciously, and see fashion as something that can have multiple lives.
Why do you believe now is the right time for Africa to embrace circular fashion?
It is because we can leapfrog. We don’t need to drown in textile waste first like the Global North did. Africa is uniquely positioned to benefit. We have one of the youngest populations in the world, and that generation is more connected than any before it. Through social media, e-commerce, and global culture, young Africans know the brands, designers, and fashion trends they love, regardless of where they live. At the same time, awareness of value and more intentional spending is growing. People are becoming increasingly conscious of how they consume. They want quality, access, and for their money to go further. What’s interesting is that circularity is not entirely new to us. Africans have always understood the idea of extending the life of clothing. We hand pieces down to siblings, cousins, friends, and family members. What is changing now is that technology allows us to do that at scale.
For me, circular fashion is about democratising access. It allows someone who may not be able to afford a designer piece at full retail price to own and enjoy it. It allows someone else to unlock value from something they no longer wear. Everybody wins.
Africa doesn’t need to copy the West’s journey. We have an opportunity to build our own version of circular fashion, one that combines community, commerce, sustainability, and access. And I believe that time is now.
What are some of the most common misconceptions people have about resale, preloved and circular fashion in Nigeria?
The biggest misconception is that buying preloved fashion means you cannot afford to buy something new. For a long time, secondhand clothing has carried a stigma. Some people associate it with financial hardship rather than seeing it for what it can be: a smart, intentional purchasing decision. In reality, some of the world’s most sophisticated fashion consumers actively participate in the resale market. Collectors seek out vintage Chanel and Hermès pieces, and certain rare or discontinued styles can command prices equal to or even higher than newer versions because of their craftsmanship, rarity, and collectability. Another misconception is that if you’re selling clothes, it means you’re broke or in urgent need of money. I think we need to change that narrative. Selling items you no longer use is simply good financial sense. We do it with cars, phones, electronics, furniture, and even property. Fashion should not be any different.
Many people also underestimate the value sitting in their wardrobes. A dress you wore once to a wedding, a handbag you no longer reach for, or a pair of shoes sitting untouched in a box could be exactly what someone else is looking for. Rather than letting those items sit unused or deteriorate over time, why not unlock their value and give them a second life?
At Eko Fashion Loop, we’re helping to reframe the conversation. Buying preloved is not a sign that you can’t afford new. Selling preloved is not a sign of financial distress. Both are smart, conscious decisions that allow people to maximise value, reduce waste, and make fashion work harder for them.
Ultimately, we want people to see their wardrobes differently, not just as collections of clothing, but as assets with the potential to continue creating value long after the first wear.
Trust is everything in resale, especially with luxury and Nigerian designer pieces. How do you ensure quality, authenticity and fair pricing?
Trust is our currency. When people shop on Eko Fashion Loop, they need to feel confident that what they see is exactly what they get. That’s why every item goes through a careful review process before it is accepted onto the platform.
We assess pieces for quality, condition, desirability, and overall presentation. We provide detailed descriptions, clear imagery, and honest communication so buyers can make informed decisions. If a piece shows signs of wear, we disclose it. Transparency is non-negotiable.
With luxury and designer items, authenticity is equally important. We protect both the buyer and the seller by completing the necessary checks and asking the right questions before listing a piece.
Pricing is also key to building trust. We aim for pricing that reflects an item’s condition, brand, age, rarity, and current market demand. The goal is for sellers to receive fair value while buyers feel they are getting access to quality pieces at a sensible price point.
Ultimately, we are not just facilitating transactions. We are building a community. Every successful purchase strengthens confidence in the platform, and every satisfied seller reinforces the idea that fashion can continue to create value long after its first wear. At Eko Fashion Loop, trust isn’t just part of the business. It is the business.
What are your goals for Eko Fashion Loop over the next five years, and what legacy do you hope to leave behind?
Over the next five years, I want Eko Fashion Loop to become the trusted home for curated fashion resale in Africa, a platform where people instinctively think of buying, selling, and recirculating quality fashion pieces.
Beyond growth, my goal is to help normalise circular fashion and remove the stigma that often surrounds resale. I want people to see buying preloved as a smart style decision and selling preloved as a smart stewardship decision.
I would love to see a future where people naturally consider a garment’s next life before buying it. A future where wardrobes are curated more intentionally, where quality pieces remain in circulation longer, and where ownership is understood as stewardship rather than accumulation.
From an industry perspective, I hope we contribute to building a stronger resale ecosystem for both international brands and Nigerian designers. The dream is for Nigerian fashion pieces to be collected, archived, traded, and valued across generations in the same way that iconic global fashion houses have achieved.
As for legacy, I hope Eko Fashion Loop changes the way people think about fashion. I want us to prove that style, sustainability, and smart consumption can coexist. If years from now more people buy intentionally, hold on to fewer things they don’t use, and feel proud to pass great pieces on rather than let them sit forgotten in a closet, then I would consider that a success.
