It has long been the dream of music industry players to be beneficiaries of the wins of a functioning ecosystem of adjacent industries that create value, and Davido and Orange Culture are bringing that dream to life. Since it’s debut Orange Culture has been one of the most promising brands in urban wears and youth fashion. Recently, the label unveiled its new Capsule Collection in collaboration with Davido.
Davido who is coming to the last days of his 30 Billion World tour, is collaborating with Orange Culture in partnership with Selfridges, one of the longest-running chain of departmental clothes stores in Britain. The Davido X Orange Culture Capsule collection subtly capitalises on branding from Davido’s biggest song of the year, “IF”.
This is important because many artists have tried to venture into the fashion industry via merch sales in the past. Barely two months ago, Sarkodie finally pulled the plug on Sark Clothing, his self-named now dissolved clothing line. Some of the reasons culminating this fail is because the focus has always been on influencer marketing, instead of design, a flaw even Wizkid’s failed Starboy collection 2013 failed to surpass with a line of tee-shirts simply branded with the Starboy logo.
Davido’s collaboration with Orange Culture gives a clear blueprint of how artists can actually venture in the fashion industry, without incurring heavy losses or failing to make sales. Working with a known pre-existing label does not only make all the difference, it also makes it easier to pitch to distribution stores like Selfridges, who can market to a viable final consumer.
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