About Edowayes

African heritage. Timeless style. A purpose beyond fashion.

Edowayes creates elegant African print clothing and accessories for women who want to celebrate culture, express their individuality and feel confident in what they wear.

Founded by Sophia Ovonlen, our brand brings together bold prints, comfortable silhouettes and modern design. At its heart is a family legacy: a grandmother’s commitment to educating girls and uplifting her community, and a granddaughter’s determination to carry that spirit forward.

Our Story

2015 — An Idea Rooted in Legacy

The idea for Edowayes began with Sophia’s love of fashion and her grandmother’s example of service. Inspired by the difference education could make in a girl’s life, Sophia envisioned a fashion brand that celebrated African heritage while helping support educational opportunities in Africa.

That vision became the foundation of Edowayes: beautiful clothing with a meaningful purpose.

2015–2019 — Finding Our Inspiration

Over the following years, Sophia travelled across Nigeria, training teachers, sourcing fabrics and learning from traditional artisans. These experiences deepened her connection to the colours, textures and craftsmanship that would shape the brand.

Through experimentation and careful refinement, a distinctive style emerged: expressive African prints, earthy tones and silhouettes that balance comfort with elegance.

2020 — Our First Collection

Our debut collection, Heritage Lines, brought this vision to life through dresses, skirts and blouses combining African prints with contemporary designs.

Created with mature women in mind, the collection offered timeless pieces that celebrated personal style and cultural identity. As preparations for launch gathered pace, the pandemic put our plans on hold—but the vision remained.

2023 — A New Chapter at John Lewis

An opportunity through The Great Brand Exchange brought Edowayes to a pop-up at John Lewis in Cambridge.

Meeting customers in person and seeing their response to our designs marked an exciting milestone. Further pop-ups and online opportunities followed, alongside accessories including headwraps and scarves inspired by Sophia’s grandmother’s traditional headwear.

2023 — EmpowerHer Begins

Our purpose took another step forward with the launch of EmpowerHer, our first community impact project.

By providing period hygiene packs to young girls, the initiative aimed to help them approach their education with greater confidence and dignity. It was a practical expression of the values that inspired Edowayes from the beginning: care, opportunity and a belief in the potential of the next generation.

What Matters to Us

Celebrating African heritage
Our designs draw inspiration from the richness of African prints, cultural traditions and craftsmanship.

Creating timeless style
We bring together comfort, elegance and individuality in clothing and accessories designed to be enjoyed beyond passing trends.

Supporting women and girls
From the women who wear our designs to the girls reached through EmpowerHer, our purpose is rooted in confidence, dignity and opportunity.

Carrying a legacy forward
Our founder’s grandmother remains an enduring inspiration—a reminder that what we create can have meaning beyond ourselves.

Meet Our Founder

Sophia Ovonlen founded Edowayes to bring her passion for fashion and education together. Her experiences working with teachers and communities in Nigeria helped shape both the brand’s designs and its purpose.

“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.”

— Sophia Ovonlen, Founder

Be Part of Our Story

Explore our African print clothing and accessories, and discover pieces that bring culture, confidence and elegance to your wardrobe.

Shop the Collection

Let’s Create Something Meaningful Together

We welcome conversations with organisations, individuals and communities who share our passion for fashion, heritage and opportunities for women and girls.

For retail opportunities, community projects or creative collaborations, we would love to hear from you.

Contact Us: sales@edowayes.com