Two Nigerian entrepreneurs, Kike Tewe and Miss Kehinde Otitoju, have launched Route25.55, a luxury fashion platform designed to showcase Sub-Saharan African designers on the global stage, starting with Dubai. Miss Otitoju is the daughter of Sir Kayode Otitoju, former Commissioner for Information in Ekiti State.

Route25.55 goes beyond the traditional pop-up store experience, operating as an “experiential concept space”. Visitors are immersed in a multisensory journey, engaging not just with fashion, but also with textures, sounds, scents, and even tastes that celebrate African culture.

“We want people to feel Africa, not just view it on racks. Our goal is to bring the continent’s creativity to life in a way that is memorable and multisensory,” said Miss Otitoju.

The initiative arrives at a pivotal moment for African fashion, which has been attracting increasing global attention. The appearance of Grammy-winning singer Ciara on the runway at Lagos Fashion Week recently highlighted the continent’s growing influence in the luxury fashion world.

“That moment showed the world that African fashion is not just emerging—it is here. We felt it was the perfect time to introduce Route25.55,” Tewe noted.

Beyond celebrating African culture, Route25.55 also addresses practical challenges faced by African designers, including high shipping costs that can match or exceed garment prices, and limited representation in major luxury retail spaces in the UAE, such as Bloomingdale’s and Galeries Lafayette.

The founders hope to spark deeper conversations about African creativity, global retail equity, and cultural exchange, and have expressed interest in sharing their story with media outlets like Arise News.

“It would be an honour to share how Route25.55 is connecting cultures and opening new pathways for African fashion on the global stage,” Miss Otitoju said.