Redefinition of cultural relevance through the innovative and strategic utilisation of apparel design, at the intersection of fashion, functionality, and contemporary trends.

In an increasingly urbanised metropolis called "Lagos", cultural meaning increasingly seems to take the back seat, yet they remain part of the fabric of society, the foundations upon which modernity was built.

There was a need to refer back and celebrate this eroding symbols of culture and the new ones that continue to emerge within the city. This was achieved by designing a sock in a unique, fun and colourful way.

There are some common experiences such as commuting with the popular Danfo, citing the Eyo or seeing popular monuments like the Aro Meta or Lekki-Ikoyi bridge which are unique and symbolic. A big part of the idea was to fuse all those experiences within a box of sock.

Why #lagosinabox

In order to create a product that truly resonated with users and sparked excitement, it was imperative to delve deeper into the underlying motivations and reasons behind why they would want to use it. By taking the time to understand this crucial "why" factor, the product could be tailored to meet their needs and desires in a more meaningful way, ultimately leading to greater user satisfaction and engagement.

Partners in crime 🦸🏽‍♂️

This was a project worked on by a team passionate about showing of Lagos in a special way and people who had various experience of the city.

Our inspiration for the project

We sourced together popular objects from across the city of Lagos, however here are a few which got our attention, particularly for their history, stories and how people related with them. See a brief description below as well.

Danfo 🚌

This represents the most common transportation vehicle utilised within Lagos. The yellow bus with the blackstripes and the gruesome driver and conductor is part of the reasons Lagos is Lagos. Whatʼs Lagos without Danfo? Lagos drivers and conductors will skim you off your money. It's the fees for the lessons you will never learn anywhere else.

Fela and Afromusic 🎵

The Fela sock; celebrates the pioneering music style called “Afro Music”, created by Olufela Olusegun Oludotun Ransome-Kuti, popularly know as “FELA” as well the unique instruments he used in making this unique sound referred to as Afrobeats in Modern day.

Eyo masquerade 🤡

The local street phrase "Oo de Eko, Oo mo Eyo” (If you are yet to visit Lagos, then you cannot be aware of the Eyo Masquerade) signifies the uniqueness of the Eyo Masquerade to Lagos bringing a richness in culture.

Whether rites for the demise of Lagos Kings or High Chief or to herald a new king. The Eyo Masquerade may have gained its popularity from its rich splendour marked by the sea of white Agbada regalia, various colours of hats known as the Aga, with a specially carved long stick known as the Opanbata.

Monuments 🗽

The Aro Meta; When translated from Yoruba (the native language spoken in Lagos) It means the Three Wise Men, which welcomes all visitors from far and wide from the entrance into the city and the wisdom the city teaches.

Lekki-Ikoyi Bridge; This is a special landmark synonymous with new Eko i.e. Lagos Island, representing the new growth direction in which the city is taking.

National Theatre; Located in Iganmu and known as the home to the arts and culture scene, which provided a springboard for many prominent acts from the 70ʼs, 80ʼs and 90ʼs in the movie industry.

Packaging 📦

To uphold its commitment towards reducing environmental waste and carbon footprint, Smiley Sock opted to use recyclable cartons for its shipping boxes. This eco-friendly approach not only helped in keeping the environment clean but also ensured that the socks were delivered to customers in optimal conditions.

By preserving the quality and durability of the socks with the recyclable packaging, Smiley Sock was able to meet and even exceed customer's expectations. Such a thoughtful and sustainable practice is a testament to the brand's dedication towards social responsibility and environmental consciousness.

Stickers Souvenir

Smiley Sock also added a personal touch to its packaging by creating custom icon stickers that came with each box of socks. These stickers served as souvenirs for customers to keep as a token of their purchase.

By including these unique and personalised stickers, Smiley Sock was able to enhance the overall customer experience and create a lasting impression. This thoughtful gesture not only added value to the purchase but also helped to reinforce the brand's identity and foster a sense of loyalty among customers.

We even went further by curating a playlist 🎧

We went the extra mile to ensure that customers not only received a quality product but also gained a deeper understanding of the rich culture and meaning behind the various icons featured in the #Lagosinabox socks. To achieve this, the brand created a pamphlet that contained the fascinating stories behind each icon. This pamphlet provided customers with an opportunity to learn and appreciate the cultural significance behind the design of the socks.

To make the experience even more enjoyable, Smiley Sock curated a playlist of songs themed around Lagos on Spotify and Apple Music. This playlist was carefully selected to reflect the vibrant and diverse nature of Lagos and provided customers with a unique way of immersing themselves in the culture of Lagos. By providing customers with both a pamphlet and a curated playlist, Smiley Sock was able to create a memorable and enriching experience for its customers.

Let's take a couple of shot 📸

As part of my role, I also helped with guiding the photography direction for the Smiley Sock product. This involved overseeing the entire process, from the conceptualisation of the shoot to the final editing of the images. The aim was to create visually appealing and engaging photographs that would showcase the product in the best possible light and capture the attention of potential customers.

To achieve this, I worked closely with the team to develop a clear vision for the shoot and establish the necessary guidelines for the models, lighting, and setting. By providing clear direction and feedback throughout the process, we were able to produce high-quality images that accurately reflected the brand's identity and values. These images helped to create a strong visual identity for Smiley Sock and were instrumental in driving engagement and sales.

Let's talk sales numbers

The #Lagosinabox sock collection exceeded all my expectations and received a warm reception from Smiley Sock's customers. The design and thought put into the collection captured the attention of customers who fell in love with the unique concept.

The relatable design of the socks also evoked a sense of pride among customers, who felt that the collection represented their culture.