2015
The Big Idea
Sophia Ovonlen had a spark of inspiration that would later become Edowayes. Her grandmother's legacy of educating young girls and uplifting her community inspired Sophia to combine her passion for fashion with a meaningful mission. She envisioned a brand that not only adorned women in elegant African print outfits but also funded educational programs in Africa. This fusion of fashion and philanthropy became the heart of Edowayes.
2019
Finding Our Inspiration
From 2015-2019, Sophia immersed herself in Nigeria’s rich culture. She traveled across the country, training teachers, sourcing authentic fabrics, and learning from traditional artisans. During this time, she carefully refined her designs, focusing on bold prints, earthy tones, and comfortable yet elegant silhouettes. Her hands-on experience, combined with numerous trials, helped shape what would become Edowayes’ debut collection.
2020
The First Collection
Edowayes was ready to launch its first collection, *Heritage Lines*. The line featured dresses, skirts, and blouses that blended African prints with modern, sophisticated designs. Aimed at middle-aged women, the collection celebrated culture while offering stylish, age-appropriate clothing. But just as Edowayes prepared to launch, the pandemic hit, putting the world—and the brand—on hold.
2023
John Lewis Pop-Up Success
As the world began to open again, so did new opportunities for Edowayes. Sophia applied to the Great Brand Exchange, and her application to host a pop-up at John Lewis in Cambridge was successful! The pop-up was a resounding triumph, with customers embracing the bold designs and cultural richness of the brand. Riding on this success, Edowayes expanded through more pop-up shops and online platforms, introducing accessories such as headwraps and scarves inspired by Sophia’s grandmother’s traditional headwear.
2023
Community Impact
Edowayes launched its first community impact project, EmpowerHer, which provided period hygiene packs to young girls, empowering them to continue their education confidently. This initiative was a testament to the brand’s mission—honoring the strength and wisdom of past generations while making a tangible difference for future ones.
2025
Present Day: Legacy and Growth
Today, Edowayes continues to flourish, building a loyal community of women who not only appreciate the brand’s stylish and culturally rich designs but also resonate with its deeper mission. Inspired by the founder’s grandmother, Edowayes is more than a fashion brand—it’s a movement that celebrates elegance, strength, and beauty through the lens of African heritage and timeless craftsmanship.
Founder
Sophia Ovonlen
“My goal has always been to create a fashion brand that blends modern designs with African heritage. But beyond that, I’m inspired by my grandmother’s legacy of educating young girls. Edowayes is about celebrating culture, empowering women, and preserving traditional craftsmanship through timeless, age-appropriate clothing and accessories.”