By Olumide Oyewunmi, Founder & Creative Director, Midetush
Proudly based in the Midlands, Midetush is a Leicester-born fashion brand blending the vibrant textures and rich heritage of West Africa with contemporary British design. As part of the Leicester Made catwalk—a showcase dedicated to celebrating regional talent—I was honoured to present my work alongside other designers who are redefining what it means to create fashion with cultural depth and global impact.
Rooted in Heritage, Driven by Purpose
For me, fashion has always been more than a creative outlet—it’s a calling. Growing up in Nigeria, I developed a natural eye for styling and storytelling through fabric. My mother, a trailblazing entrepreneur, taught me that creativity must be purposeful and impactful. Her influence inspired the creation of Midetush, a fashion brand that not only embraces African identity but redefines its place within the global industry.
(Midetush at Leicester Made 2025 – image by Felicity West)
Why Leicester? Why the UK?
Relocating to the UK—and choosing Leicester as my base—was a strategic and deeply personal decision. Leicester has a rich manufacturing heritage, a diverse community, and a growing ecosystem of support for sustainable and ethical fashion. It’s also a city that champions fresh narratives, making it an ideal home for a brand like Midetush that merges cultural authenticity with modern design.
The UK offers a unique intersection of tradition, innovation, and infrastructure. From sustainable manufacturing to fashion technology, the resources here enable me to grow Midetush in a way that stays true to my values. Leicester’s vibrant local scene, supported by initiatives like Leicester Made and Leicester Fashion Week, provides a vital platform for designers like myself to showcase and scale our work.
A Mission with Meaning
At Midetush, the mission is clear: to elevate African craftsmanship globally and do so ethically and sustainably. Our designs have reached over 20 countries, and each piece tells a story of cultural legacy, resilience, and pride. But it’s not just about the clothes—it’s about creating an Afrocentric fashion house that supports artisans, educates young designers, and promotes fair production practices across the UK and Africa.
(Midetush at Leicester Made 2025 – image by Felicity West)
Milestones that Matter
My UK debut collection, “Afrocentrism,” shown at Leicester Fashion Week, was inspired by ancestral wisdom, identity, and environmental consciousness. The fabrics and stories of the Yoruba people, particularly their traditional handwoven textiles, informed every stitch. That showcase led to an invitation to the Leicester Made trade event, where I brought Midetush’s signature blend of heritage and modernity to the runway at the iconic Athena Leicester venue.
The recognition continued when my work was featured in The Guardian UK‘s list of “15 Emerging Black Designers Worthy of a Place at the Met.” I’ve also showcased collections at Birmingham Fashion Week, and been featured in platforms like Canvas Rebel, Style Rave, and ThisDay Style. My work has been acknowledged by fashion leaders including Adebayo Oke-Lawal and Kenneth Ize, both named in the Business of Fashion 500.
More Than Fashion: A Cultural Movement
What sets Midetush apart isn’t just the aesthetic—it’s the intention. I’m not just designing garments; I’m designing cultural narratives. Each piece is a bridge between worlds: African heritage and contemporary fashion systems. I see fashion as a means to empower communities, reclaim identity, and foster economic opportunity.
My passion also extends to mentorship and education, aligning perfectly with the ethos of organisations like Fashion-Enter Ltd, who are championing the next generation of fashion talent here in the UK.
(Midetush at Leicester Made 2025 – image by Felicity West)
What’s Next for Midetush?
As we grow, Midetush will continue to expand its ethical production systems, launch new collections rooted in Afrocentric storytelling, and open up training pathways for young designers—both in the UK and in Africa. Leicester remains central to that journey.
(Midetush finale at Leicester Fashion Week 2025, Olumide Oyewunmi in the centre)
To discover our collections or learn more about our mission, visit:
🔗 www.midetushbespoke.com