Pitti Uomo, the trade show for menswear in Florence, Italy, has established a dedicated space within its S Style section to feature designers focused on eco-responsibility and sustainable initiatives. Olooh Concept, a brand created by Ivorian designer Kader Diaby, stood out among the showcased labels at the recent event.
Diaby, originally from Abidjan, spent a considerable amount of time living abroad before returning to his home country. He acquired a degree in management control and auditing in Europe and Rabat, Morocco, and pursued a photography course in Zurich. Diaby’s passion for photography led him to collaborate with fashion magazines and an art gallery in Brussels, where his interest in fashion grew. Eventually, he decided to leave his job as a financial consultant and establish his own fashion house, Olooh.
Established in 2018, Olooh faced challenges during the pandemic. However, it made a resurgence in 2021 with the opening of an atelier-showroom-boutique in Abidjan. Diaby now collaborates with a team of four individuals. As a self-taught designer, his initial vision was to create comfortable and versatile clothing suitable for the tropical climate of Côte d’Ivoire. Diaby learned about fashion through self-education and collaboration with his mother, a seamstress.
Olooh is dedicated to incorporating natural materials like linen and organic dyes, such as indigo, in its designs. The brand aims to showcase the chic and classic Ivorian style through timeless pieces with minimalist designs and thoughtful details. While initially focusing on menswear, Olooh has expanded its collection to include women’s clothing, including dresses. The collection boasts well-crafted jackets, pants, shirts, and other monochromatic garments made from white cotton and linen, dyed in neutral shades. All production occurs in Côte d’Ivoire, utilizing local techniques. The versatile and loose-fitting pieces are priced from 180 to 435 euros.
Olooh prides itself on incorporating decorative elements into its garments, such as sérigraphie-printed bird motifs on shirts and fabric leaves delicately applied to tops. The brand showcases meticulously handcrafted buttons and jewelry, created from reclaimed brass and bronze pieces sourced from discarded pipes. These unique accents are seen, for instance, on a blue coat that evokes graceful swallows soaring through the sky. Diaby deeply appreciates clean and minimalist garments, as he believes clothing serves as a canvas that narrates captivating stories. Olooh is available through four e-commerce platforms and at the Aby Concept boutique in Abidjan. The brand follows a locally conscious and environmentally friendly business model, achieving financial stability within a few years.
Together with Olooh, Pitti Uomo’s S Style section also highlighted other designers committed to sustainability and backed by luxury group Kering. These designers, hailing from France, Italy, India, Denmark, Ukraine, England, and South Korea, were supplied with sustainable fabrics and materials by Kering’s Materials Innovation Lab (MIL). Pitti Uomo’s partnership with Kering aimed to bridge the gap between emerging technologies and the creativity of young designers, encouraging them to experiment with sustainable materials and manufacturing processes.
Pitti Uomo’s S Style section continues to emphasize designers dedicated to eco-responsibility and sustainable fashion initiatives. Olooh Concept, helmed by Kader Diaby, has established itself as a notable presence in the fashion world with its innovative designs and commitment to utilizing natural materials and local techniques. The brand showcases the exciting potential of sustainable fashion.
Useful links:
1. Olooh Concept Official Website
2. Pitti Uomo Official Website
