How He Started ‘DEE NICE STITCHES’ 28 Yrs Ago
He is a popular fashion designer in Lagos. And he operates from his 11 Fashoro Street Shop in Surulere, Lagos. It is from there that Damilare Shobowale churns out his hot designs for men and even ladies. He does great agbadas and Kaftans for men and does hot Skirt Suits for ladies. He also stocks very rare fabrics and ready made natives for his male clients. This is what this ebony complexioned Ijebu Igbo born guy has been doing for decades.
Though everybody calls him a fashion designer because he designs, and sews, he prefers to simply call himself a Tailor. That for him is simple enough.
After close to 30 years of indulging in fashion, from the years he lived and helped his late grandpa to put thread in a needle, Damilare has become a wizard at what he does so much so that most times he does not need to measure his clients before he designs for them and it usually fits them.
No wonder his clientele list is growing by the day. He has on his list a Governor, Deputy Governors, Commissioners across the South West states, Senators, House of Reps members, top party leaders, corporate executives, businessman (all names with held). Damilare is one of those top designers who don’t just design for every dick and harry. He has been able to identify his clientele and he goes for them. He not only designs for them, he goes to hand delivers them to each client. He has also earned the reputation for always delivering on time.
His word is his bond. He not only gives a date. He gives time. And he keeps to it. He is hardworking, meticulous and organized and very creative. Once he sees a fabrics, his creative juice flows.
Those are the principles that have made Damilare stand out from the crowd. What has made Dee Nice Stitches succeed he was asked last week. “Because we do things differently,” he explained Dee Nice is a fashion house established years back, about 28 years ago.
I developed my interest in fashion with my grandpa. I cannot even say 28 years ago, because I was born into it. In my family house, we are designers, in Ijebu-Igbo. But I later developed more interest in it when I was waiting to get admission into higher institution.
That was when I was looking for admission into university. I got my admission late. For me not to waste my time, I decided to brush up my knowledge of fashion. I established my fashion label. I started with a token them but today God has really blessed it. God has really advertised Dee Nice.
How did you train?
I brushed myself up with Why Go Abroad in Lagos here owned by Alhaji Babatunde Adeleke. It was very easy to catch up because I was born into it. My boss was so flabbergasted when I started with him I did a trouser. He was shocked. He said. How come? How did you do it? I did not tell him my background. He believed I am a fast learner. Yes, I am fast learner but that back ground helped.
How did your grandpa influence you?
When I was young, I used to help my grandpa, passing thread, go and do this, go and do that. There was not much interest like that. He practically forced me into it. I didn’t have an option. But when I did not get admission I decided to go and learn.
I did 2 dirty jobs before I finally settled for sewing. The first was with National Bank, Brand Street.
The second was with British High Commissioner. We use to clean the environment of the embassy. I just realized that I was always going broke. When the month ends I have nothing to show for it. Before 13th of the month my salary would have finished. So, I decided on leaving to go into brushing myself up. Before I went to Alhaji to train I had my machine for sewing. I just went there to brush up. After that I started fully I started by sewing Polo, then Jeans.
In those days people sew Jeans, there were no ready-made Jeans like today.
I supply to boutique. From there I graduated to skirt suits. I used to sewed for banks. I sewed for corporate ladies out there. I am good in Skirt and Bluuse, Bub and Sokoto. I later got admission. But by then I was fully established I had my office at No 49, Ibidun then in Surulere. From there I moved to Adebowale House, No 130 Ojuelegba Road in Surulere and I was still schooling. Immediately I graduated I faced it fully. I have not worked with anybody till today.
How have you survived in the fashion industry?
Hardwork. Fashion gives you connection. It marks you enter where you don’t think you can enter, if you know what you are doing. If your work is good. I have met so many people over the years in fashion. People see what I wear to events, they say wow I love your clothes so I give them my complimentary card when they come they will meet me in the shop. That was how I met actor, Dele Odule.
He is my brother in Ijebu. We were not too close. We met at a function. He liked the Agbada I wore that day, so he was looking at me from a far. He was anxious to know me. He asked my uncle who is that man? My uncle now said he is your younger brother. Ha! Dare, Wale’s brother. he got my card and I started making clothes for him. One day he volunteered himself to be the face of Dee Nice. He wears my clothes and advertises it. Most of clients are Senators, Ministers, Commissioners, Actor, Celebrities. Who am I, if not for the Obioma job I am doing.
This job has taken me to many places. I am not regretting my job. I am a Tailor and I derive happiness in doing the job. It is a wonderful job. Fashion business is always good. I regret the years wasted doing other jobs with National bank and the Embassy.
When your grandpa was doing fashion business, where was he operating from, Ijebu or Lagos?
Ijebu Igbo. They called him Baba Tailor in Igbaire, an area in Ijebu-Igbo. He used to sew school uniforms, Agbada, Sokoto Alabe, school knickers that had inner pocket, where you can hide your money. They all know him in Ijebu Igbo.
Did you live with him at some point?
Yes. I was born in Lagos. My parents stay in Lagos. But because my dad shuttles between Ijebu and Lagos, while my mum stays in Lagos permanently. Both of them decided to relocate me to Ijebu Igbo to go and stay with grandpa. That started my interested in fashion.
How have you kept changing with trends over the years with whats in vogue?
I thank God I am a gifted person. When you are talking about creativity, God endows that in me. God gave me that Gift. People don’t know the secret of fashion. They believe it is just to sew. No. Some tailors or designers don’t have starting or finishing. When you don’t have a good starting how can you talk about good finishing? Finishing is the ultimate thing in fashion. I will use this medium to urge my colleagues to pay attention to their finishing. I thank God I have good Starting and Finishing.
That is why I can charge any amount I want to charge and my clients will accept it. Some people sew Buba and Sokoto for N3,000. I sew mine for N10,000. I saw for N15,000 atimes and my clients come. I sew my agbada for N35,000. I don’t believe in plenty clients. I only need a few that I can use my brain to work for and they will appreciate it. I sew for men and women. I am good at women’s suites, I am good at women skirt and blouse. Most of my friends call me fashion guru because I criticise my jobs all the time, so that I can improve.
How do you get new designs?
The fabrics determine it atimes. Some fabrics have 2 different sides and I make use of the opposite side to make a design. Creativity comes atimes in my dreams and imagination and I do sketch it out before I design. I have been doing this job now for 28 years, excluding my years with my grandpa.
You seem to have in stock very special fabrics that you use for your natives?
Yes. My mum used to sell fabrics. She was a fabric seller in Lagos. Gutter in Lagos Island. After I left my grandpa in Ijebu, I came to Lagos to live with my mum. She sells Gele, clothes, like lace fabrics, cotton and I do assist her with the fabrics. That where I learnt fabric business from and the talent to identify a good fabric. I love working with all fabrics. When you are creative you can work with all fabrics.
If you bring Adire I will give you what you want when my customers come and they give designs, I will follow them but after the first time I will come up with my own designs and they always like it. Some admit my designs are better than theirs. I have big customers I can’t afford to joke with LG Chairman, across the South West, in Osun and Ogun and Lagos. Senator Ganiyu Solomon is one of them, Senator Gbenga Kaka. Honourable Commissioner in Ogun State, Dr. Ipaye, Lagos Commissioner, Seye Oladejo, many perm secs, so I am blessed. My customers believe in what I do and they praise me. I am an ordinary tailor. I am not ashamed of what I do.
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