Matthew Eluwande, a UK-based Nigerian fashion designer, has shared the inspiring story of his journey to international recognition in the fashion industry, overcoming personal loss, discouragement, and prejudice.
Born in Bristol, UK, Eluwande moved to Nigeria with his parents when he was just four months old, leaving him with no memories of his early life in the UK.
Tragedy struck when he was seven years old, as his father passed away, causing significant upheaval in his family’s life. “When my dad died, my mum lost everything,” Eluwande recalled in an interview with TransferGo Africa.
Returning to the UK after this heartbreaking loss, Eluwande faced a new set of challenges.
Despite his experience in running a business and designing hats, he was met with harsh reality and discouraging advice. “I was told that in the UK, people like us usually end up as nurses, care assistants, or cleaners,” he shared.
Further discouragement followed when he expressed his desire to pursue fashion. “I was told, ‘Nobody is going to employ you. Don’t start your business here, nobody is going to buy from you.’ The reason? ‘Because you’re Black,’” he recalled.
However, Eluwande refused to accept these limitations and was determined not to abandon his dreams. “I didn’t want to kill my aspirations or bury my talents just because of where I was or who I am,” he said. His perseverance fueled his progress, even during long 24-hour shifts to fulfill orders and build his business.
Eluwande’s hard work and determination eventually paid off in a big way when he participated in the prestigious Hat Festival in Caussade, France.
“Despite fierce competition from all over the world, I submitted my design,” he explained.
During the competition’s grand fashion show, his design was chosen as the winner, earning him the overall score. “I ran up to the stage to accept the award,” he said. But the night didn’t end there—his second design also won the Hat Magazine prize, making it one of the most memorable nights of his life.
