The Yoruba saying, “oun a ni l’angbe l’aruge”—what one has is what one values aptly reflects a growing shift among Nigerians in the diaspora. Increasingly, they are turning to homegrown fashion and accessories, reversing a long-standing preference for foreign brands.
In the past, imported clothing and luxury labels were widely admired, often at the expense of locally made products. Today, that narrative is changing. Nigerians living abroad are now actively purchasing clothes, shoes, bags, and other accessories from Nigeria and having them shipped overseas.
This shift is largely driven by the rising cost of living in many Western countries, where fashion items can be significantly more expensive. For many diaspora Nigerians, buying from home offers a more affordable alternative without compromising on quality.
Chiwendu Osarodion, a Nigerian based abroad, said she regularly shops from Nigeria because of the price difference. According to her, the cost of a single pair of jeans abroad can equal the price of several quality pieces back home, making local sourcing a practical choice.
Fashion entrepreneur Helen Tudunola also confirmed the trend, noting an increase in orders from clients in the United Kingdom and the United States. She handles purchases and shipping for these customers, many of whom now prefer Nigerian-made items for both cost and convenience.
For Goodnews Lawrence, financial discipline plays a key role. He explained that with mounting expenses, including obligations in Nigeria, many diaspora Nigerians are cutting back on unnecessary spending. As a result, he now orders most of his clothing and personal items from Nigeria, buying only weather-specific items locally.
Similarly, Shade Okunloye relies on a trusted contact in Nigeria to procure goods on her behalf. While she acknowledges challenges with some logistics providers, she maintains that the process remains more cost-effective and convenient than shopping abroad.
The trend signals a broader cultural and economic shift—one where Nigerians abroad are rediscovering the value of local products while adapting to global financial realities.
