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Mission: centred around community and culture

Aims: redefine luxury through sustainability

Market Sector: sustainable luxury fashion and lifestyle sector

Target Customer: socially and culturally aware individuals

Competitors: individual designers e.g David Boye-Doe, Marine Serre

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Inspired by the duality of the designer’s British-Nigerian heritage, family history of social activism and passion for social change

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Sincerity->Tolu likely engages with social issues, has authenticity, communicates in an honest way. Maybe less “wholesome” but sincerity comes through in values.

Excitement->Trend‑aware and creative, pushing aesthetic boundaries, maybe experimenting, keeping fresh.

Competence->Delivers quality, is professional, perhaps well‑regarded for expertise or craft.

Sophistication->There is aspirational style, maybe appealing to higher end, but perhaps not exclusively luxury or upper class. So some sophistication in presentation.

Ruggedness->Likely not a major part of the brand. Unless there's a side of durability, rawness, or a less polished “edge”. But seems less central.

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She frequently uses reworked denim, recycled leathers, upcycled fabrics, dead stock materials, re-used plastic/lace scraps

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~ Creator

~ Caregiver

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Many of her collections engage with themes of diaspora identity, hybridity, memory, migration, and community

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Also a platform for social justice and visibility and has collaborations with Amnesty International, Choose Love, and other activist organisations.

Her British Vogue “Sustainability Trailblazer” feature and Fashion Revolution campaigns solidify her activist role.

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Tolu Coker- Happy to finally announce my partnership with @wetransfer on the ‘Together We Make’ global campaign!Craftsmanship, community and culture is at the core of our brand DNA at Tolu Coker, and I’m so excited to be able to share more of my process with you all through the use of their new portals feature.Merging the worlds of music, fashion and animation, my British-Nigerian heritage, love for handcraft and nostalgic passion for 70s Nigerian funk.

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Tolu Coker- Happy to finally announce my partnership with @wetransfer on the ‘Together We Make’ global campaign!Craftsmanship, community and culture is at the core of our brand DNA at Tolu Coker, and I’m so excited to be able to share more of my process with you all through the use of their new portals feature.Merging the worlds of music, fashion and animation, my British-Nigerian heritage, love for handcraft and nostalgic passion for 70s Nigerian funk.

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The brand focuses on achieving sustainability by designing and manufacturing using upcycled materials in efforts to become an ethically sourced brand. Additionally, Tolu Coker remains ethical as they manufacture are closer to home which reduces their climate impact of shipping and protects workers rights.

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Tactile + Earthy

Her visual and material world feels organic, textured, and raw.

Natural tones, frayed edges, patchwork. Soft fabrics paired with structured tailoring. Feels worn-in, storied, soulful.

Narrative‑Driven

Everything tells a story — her collections are chapters from lived or collective experience.

Clothes inspired by family archives, oral traditions, Yoruba culture, personal photography. Pieces often reference real people and stories.

Rebellious Yet Grounded

She subverts fashion norms while staying rooted in values.

Use of upcycled deadstock, low-waste processes. Prioritizes substance over spectacle. Challenges mainstream luxury's waste and elitism.

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Makes customers feel seen, represented / Rooted in Identity
Many feel Tolu Coker’s work gives voice to experiences rarely centred in high fashion — the British‑Nigerian diaspora experience, Yoruba traditions, stories of migration, familial histories. This gives people a sense of recognition and belonging.

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Coker’s vision for her label has been largely influenced by her time spent interning and working in the fashion industry at other labels.

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Rooted in community, craftsmanship and cultural inclusion, Coker’s label is vibrant and sophisticated in both ethos and silhouette. The largely genderless collections are backed by sustainable practices that include manufacturing locally, ensuring fair wages are paid and using deadstock fabrics and upcycling waste materials where possible.

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sustainable luxury fashion

commitment to social change

three pillars - community, craftmanship,culture

designs focus: deconstruction, sustainability, ethical and inclusive ways of designing and manufacturing

Coker has partnered with various institutions and charities to empower communities internationally, including Choose Love, Amnesty International, and The City of Joy.

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Empathetic

Emotionally intelligent and caring; rooted in compassion for overlooked communities.

The brand gives voice to the marginalized, often sharing real stories and humanizing narratives that are often erased or tokenized in mainstream fashion

Authentic

True to self, values-driven, unshaped by trends or hype.

Tolu Coker doesn’t chase fashion cycles. Her pieces and message feel intentional, heartfelt, and trustworthy.

Empowered

Bold in voice, self-defined, unapologetic in cultural expression.

Audiences feel a sense of cultural pride, self-worth, and possibility. Especially resonant for Black and diasporic audiences.

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Tolu Coker has worked with brands such as Dr Martens and Diesel aswell as dressing a number of celebrities such as Rhianna, Ariana Grande Steff London and Doechii as they wear her designs. She has also collaborated with organisations like The city of Joy and The Tate in order to promote social change.

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In her recent LFW show sustainability was highlighted with upcycled and deadstock leathers, reclaimed satins with bold 70s-inspired prints, and the brand’s signature upcycled denim houndstooth jacquards, now washed in soft spring pastels. The collection also reaffirms Coker’s commitment to heirloom fashion with garments from previous seasons intricately woven into the catwalk styling, underscoring the importance of extending the lifespan of clothing by revisiting and reimagining existing wardrobes rather than discarding them with the next trend cycle.

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She described her brand aesthetic as polished, tailored, classy, and sophisticated.

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Tolu Coker's thoughts on the fashion industry

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Tolu Coker's thoughts on the fashion industry

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A lot more could be done, but I'm hopeful about the industry. I think that there is a lot of consideration when programmes are built out for young designers. I think it's really important for the industry to step back and reassess where we are and reassess, actually, what is the actual needs of designers. I think the biggest thing for young designers across the board that I always hear is about financing.

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Tolu Coker partnered with WeTransfer on a global campaign in 2022. The campaign used her design process (a dress going from sketch to runway) to showcase WeTransfer’s features.

L’Oréal Professionnel
She worked with them on their largest global hair & education show.

Toni&Guy
There’s a Tolu Coker x Toni&Guy collaboration for AW25. The Toni&Guy team created hair looks that complemented her collection, including structured double knot braids, etc.

Virna Pasquinelli
Millinery collaboration (hats) in various shows.

Manolo Blahnik
Special collaboration for shoes in some collections.

Dr. Martens, Swatch, Illy Caffè
Her work has been commissioned by these brands/outle

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Her designs have been worn by well‑known artists like Rita Ora, Rihanna, Demi Lovato, etc.

More recently, she’s had Naomi Campbell act as muse for her Spring 2026 show, and in a film for that show.

Also, Doechii wore her at a GRAMMY Museum event