Fashion in Africa is experiencing a remarkable evolution, led by visionaries who are not only redefining style but also celebrating cultural roots. Among these trailblazers is Florentina Agu, the dynamic founder of Hertunba. Her journey blends deep respect for indigenous craftsmanship with a fresh, modern approach, creating a unique narrative that captivates audiences both locally and globally.
During a sit-down conversation with our CEO and founder, Isha Gaye, Florentina shared her unwavering commitment to sustainability, the crucial role local artisans play in her work, and her ambitious vision for a future where fashion honors both tradition and innovation.
Her insights reflect a deep understanding of the impact of fashion on culture and the environment, highlighting the importance of preserving heritage while embracing modernity.
About Florentina’s Journey
Florentina’s journey into the world of fashion was not an accident; it was a calling. Growing up in a Nigerian household, she was deeply influenced by the artistic expressions surrounding her. She fondly recalls, “As a child, I would watch my grandmother weave intricate designs, and that memory is still alive in my mind.” Her grandmother’s artistry laid the foundation for Florentina’s appreciation of traditional craftsmanship, which she later aimed to elevate through her own work.
While pursuing her education at the University of Lagos, Florentina was struck by the stark contrast of beauty and struggle in her surroundings. “There were moments when I would see gas flares in the distance, and it would remind me of the duality of our existence—beauty intertwined with hardship,” she reflects. This juxtaposition fueled her desire to create a fashion brand that not only celebrated the aesthetic beauty of Nigeria but also addressed the social issues facing her community.
Sustainability: More than just a trend
In recent years, sustainability has become a prominent buzzword in the fashion industry, often used without genuine commitment, but for Florentina, it is a necessity driven by her cultural context.
“We are often left with a surplus of textiles dumped in our communities. It’s a question of what to do with it—do we contribute to pollution, or do we upcycle?” This dilemma led to her commitment to upcycling, a practice ingrained in many African households where resourcefulness is key.
“Wearing a dress in my family means passing it down,” she explains. “I have three younger sisters and ten younger cousins who are all waiting for my clothes.” This spirit of upcycling, she believes, is not just about aesthetics; it’s about preserving the environment and creating a sustainable cycle of fashion.
While exploring natural fibers remains important, Florentina insists, “We cannot be elitist about the fabrics that have been dumped on us. We have to make something beautiful out of what we have.”
A cornerstone of Hertunba’s philosophy is the empowerment of local artisans. Florentina emphasizes, “Creativity in Africa is not a choice; it’s a matter of survival. People need to eat.” Ensuring fair compensation for artisans is paramount to her mission. “If an artisan charges me $100 to create a piece, I pay them that amount without negotiation.” Florentina’s commitment to fair wages extends to her in-house tailors, who receive a commission based on the outfits they create. “Last month, one of my tailors bought land,” she shares, a proud testament to how fair pay can have a profound impact on lives.
For Florentina, the goal is to bring prestige back to craftsmanship, making the profession attractive to the younger generation. “I want people to say, ‘I want to be a tailor,'” she asserts.
Tale as old as time
As Hertunba flourishes, Florentina envisions a future where indigenous Nigerian weaving techniques are respected and celebrated on the global stage. “We are on the same level as renowned textile makers from around the world,” she asserts confidently. With a keen eye for talent, she aims to elevate the narrative around Nigerian craftsmanship, paving the way for its recognition beyond borders.
The success of Hertunba has sparked inspiration in others, with competitors drawing from her designs and storytelling. While imitation can be painful, Florentina views it as an indication of impact. “We are making waves, and people are beginning to pay attention,” she observes.
Hertunba’s designs are a reflection of Florentina’s journey, where tradition meets modernity. “I constantly look to the women before me—my aunties and grandmothers—who wore their culture with pride,” she explains.
By marrying historical influences with contemporary fashion, Florentina creates pieces that are both wearable and meaningful. “It’s important that our pieces resonate with today’s woman, whether she’s attending a board meeting or a social gathering.”
New Project
Her latest collection, “The Women Before Us,” pays homage to the regal aesthetic of past generations while making it accessible for the modern wardrobe. Florentina’s designs are about celebrating beauty in all forms, aiming to combat body dysmorphia and promote inclusivity. “I want every woman to know she is strikingly stunning in her own way,” she affirms.
Florentina also believes in the importance of storytelling in fashion. “Every piece we create has a story behind it—whether it’s inspired by my grandmother’s weaving techniques or a specific cultural motif,” she notes. This narrative-driven approach not only adds depth to her collections but also fosters a connection with her customers. Florentina emphasizes the significance of educating consumers about the cultural heritage embedded in each design, reinforcing the value of authenticity in the fashion industry.
“Fashion should not just be about trends,” she insists. “It should reflect our stories, our journeys, and our identities.” By weaving these elements into her work, Florentina hopes to inspire others to embrace their roots and appreciate the artistry that defines their culture.
Like any entrepreneurial journey, Florentina’s path has been fraught with challenges. From managing a burgeoning business from her home to finding the right talent to build her team, the road has not always been easy. “There were days I cried, questioning if I should take an easier path,” she admits. Yet, her resilience, rooted in her Benin upbringing, kept her moving forward.
She also acknowledges the need to adapt to the ever-evolving landscape of fashion. “We’re in a fast-paced world where trends change rapidly, and I understand the pressure to keep up,” she explains. However, her commitment to authenticity remains unwavering. “Hertumba will always prioritize quality and craftsmanship over quick wins,” she emphasizes. As the industry shifts, Florentina is focused on staying true to her mission while finding innovative ways to engage with her audience.
Florentina recognizes the ongoing brain drain in Nigeria, which complicates the search for skilled artisans and designers. However, she remains optimistic. “Finding the right people is still challenging, but slowly, we’re building a dedicated team that shares the vision of Hertumba,” she expresses.
Looking ahead, Florentina has ambitious plans for Hertumba. “I want to be at the global table, serving international markets and creating a lasting impact,” she shares. Her goal is not just to grow the brand but to uplift the lives of artisans and empower communities. “We have to keep growing to support those we work with.”
In her personal aspirations, she dreams of designing for global brands, contributing her unique perspective to the fashion landscape. “I want to create beautiful pieces that resonate with audiences worldwide,” she muses, while also nurturing her own brand’s identity.
As Hertunba continues to carve its niche in the fashion industry, Florentina invites everyone to join the journey. “Follow us on social media, visit our store, and share your love for what we’re doing,” she encourages. For her, every interaction—be it online or in person—strengthens the community she has built around her brand. Florentina’s story is one of passion, resilience, and a deep commitment to social responsibility. Through Hertunba, she is not only redefining fashion but also celebrating the artistry of Nigerian culture while ensuring that every woman knows her worth. As Florentina continues to push boundaries, the world is sure to take notice of the magic she is weaving through Hertunba!
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Shop their latest collection, The women before us here
Watch out for Episode 3!