Nigerian fashion brand GËTO is barely one-year old, but we can already predict a very bright future ahead for the label and its founder, Samantha Adebayo.
Since the day GËTO was launched, the word “quirky” has always been mentioned in the same breath as the brand’s name. Samantha’s designs are casual, colorful and expressive, so it’s no wonder if fashion enthusiasts in Nigeria, who are more used to couture or high-end offerings, find GËTO fresh or, as they call it, quirky.
At its core, GËTO was born from Samantha’s longing for something relatable. “The idea of the brand is just to be yourself, feel free,” she explained. It also explains why GËTO’s pieces are made to be “breathable in this country” and, most importantly, body-inclusive.
It’s the same desire to connect that has inspired Samantha to stick with the name “GËTO”. Taken from the American hip-hop group Geto Boys, "GËTO” represents not only Samantha’s Ghetto Fabulous personal style, but also the late 1990s to early 2000s era in America, which played a big influence on Nigerians growing up. In “GËTO”, there’s a concept of linking people across different countries and cultures. “It reminded me of a quote by Method Man, and it’s ‘No matter where you from, there’s Ghettos all over the place,’” she said. “That’s the idea of the brand, it’s just bringing everyone together.”
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