03 — The AYAH story
MORE THAN CLOTHING.
WEAR THE STORY.
CARRY THE CULTURE.
MOVE FORWARD.
Founded in 2018 by Ebimobowei Daukoru Ayah, AYAH evolved from vintage collections into a broader contemporary Nigerian fashion label.
The Fisherman’s Echo · 2025
CONTEMPORARY CLOTHING. ROOTED IN MEMORY.
AYAH is contemporary Nigerian fashion shaped by cultural memory, individuality, and modern masculinity.
01 — Featured collection
THE FISHERMAN’S ECHO
Inspired by riverside life in the Niger Delta and the communities whose lives are connected to fishing and water.
The collection considers movement, resilience, craft, and memory through contemporary silhouettes.
Selected pieces
LATEST FROM AYAH
02 — An editorial in four parts
Rooted in storyROOTED IN STORY.
ROOTED IN STORY.
DESIGNED FOR NOW.
Cultural memory becomes a living design language—considered, contemporary, and individual.
Made with meaningCLOTHING AS DESIGN.
CLOTHING AS DESIGN.
CLOTHING AS EXPRESSION.
04 — The film
THIS IS HOW THE BRAND WAS BUILT.
Ebimobowei Daukoru Ayah on the making of The Fisherman's Echo collection.
In the film, he traces the collection back to the riverside life of the Niger Delta — the water, the work, the quiet dignity of the people who live by it — and walks through how those memories became cloth: the silhouettes, the fabrics, and the hands that shaped them.
It is also the story of AYAH itself — a label built since 2018 around cultural memory, craftsmanship and a modern idea of masculinity, made for men who wear their story rather than a trend.
05 — Weddings & occasions
DRESSED FOR THE DAYS THAT MATTER.
Tuxedos and tailoring made for weddings and landmark occasions — velvet, appliqué, and considered cuts.
The same principles run through every piece: cultural memory, craftsmanship, and individuality — worn your way, on the days that matter.
Featured piece
RIGHT NOW.
WEAR AYAH.
Black & White Check Wool Jacket
£110.00
A Black & White check wool jacket paired with black tuxedo pants — a bold yet timeless expression of modern elegance.
SHOP NOW →
06 — Why AYAH?
01
STORY
Every collection carries a narrative.
02
CRAFT
Clothing is treated as design and expression.
03
CULTURE
African heritage informs the work without limiting it.
04
IDENTITY
Clothing for people who want to express themselves.
07 — In the press
AYAH, IN PRINT.
Features and coverage of the brand — from its founding story to its London Fashion Week debut with The Fisherman’s Echo.
The NationMar 2023
Navigating Challenges: Lessons in Resilience from Ayah Fashion
A look at the challenges behind building a Nigerian fashion label, and the lessons in resilience drawn from AYAH’s journey.
Read articleThe Sun NigeriaFeb 2024
Ayah’s Journey Into The Fashion Industry
From the brand’s 2018 founding and sold-out first vintage collection to the “De Nouveau” corporate line worn by Timi Dakolo.
Read articleBusiness LancashireMar 2024
Ayah Fashion’s Global Venture: Breaking Boundaries in the UK Market
Coverage of AYAH’s expansion beyond Nigeria and its push into the UK market.
Read articleMarie Claire NigeriaSep 2025
Cultural Threads SS26: UDGN Announces 2025 Cohort
AYAH named among the UDGN Cultural Threads cohort celebrating heritage and innovation at London Fashion Week.
Read articleLOST ARTOct 2025
Turning Struggles Into Legacy: UDGN’s Cultural Threads Runway
A runway review of the SS26 showcase, naming AYAH’s The Fisherman’s Echo collection and its Niger Delta inspiration.
Read articleMiami Fashion SpotlightOct 2025
SS26 African Designers Showcased Collections
International coverage of the SS26 showcase featuring AYAH alongside fellow African designers.
Read article