The Story
Founded in 2020 by Rukky Ladoja, Dye Lab was born of a vision to create a global brand that championed local resources in every aspect of its value chain, from textile sourcing to design techniques and production. To achieve this, Rukky embarked on a year of research and experimentation around Africa, engaging with local experts and skilled artisans in textile printing and dyeing techniques.
Along with this research, Rukky also took the learnings from her previous brand, Grey, which she successfully ran for 10 years and shut down once she realized she was building a brand following a Westernized blueprint, many aspects which did not apply or posed a hindrance to a brand built in Nigeria. In developing Dye Lab’s core DNA, it was important not only to incorporate local resources, the beauty in homegrown techniques, and empower local artisans with technical expertise, but to also design recognizable silhouettes that were flattering to all body types, refashioned in modern cuts and prints.
Rukky began making and wearing her samples around Lagos, which began to garner the interest of people around her. She jokingly told a few friends if they were willing to pre-order, she would also create designs for them. This single action birthed Dye Lab and its pre-order model which it still operates today.
In 2022, Rukky partnered with Ozzy Etomi, a long time collaborator on Grey and various projects, who along with her background in fashion brought a wealth of experience in brand building, marketing and communications, and together they have shaped the brand language and business of Dye Lab, imprinting its DNA and writing their own playbook on what it takes to build an African fashion brand.
Our Method
Dye Lab specializes in a traditional hand dyed textile known as Àdìre, a cloth indigenous to the Yoruba people of Nigeria, made using batik wax to achieve their own array of colors and prints. The label's iconic signature product is a modern take on the Agbada, a traditional Nigerian garment updated in whimsical, colorful prints and fun unconventional details. Each piece is hand-designed, hand-dyed, and handmade in collaboration with expert artisans. With experimentation at its core, DyeLab also explores the application of its methods to other categories such as art, objects, homewear, and accessories.
Our Approach to Waste
An important ethos of the brand is maintaining responsible practices through its entire creation process, with an emphasis on waste management. In keeping with traditional practices, the brand operates on a pre-order model, mirroring centuries old Nigerian custom of slowly collecting special pieces on a need-to-wear basis. Dye Lab’s approach to waste management is woven into its design and production process as new designs, colorful details and product lines developed from repurposing off-cut pieces from previous designs.
Waste is constantly reintroduced into the production cycle, with old wax often re-used and old fabrics re-dyed to birth new colors and prints. The brand has also perfected the science of its garment construction, stocking exactly how much fabric they need to produce exact numbers of garments and employing minimal cutting to ensure that waste is minimized. Dye Lab continues to innovate on its waste management practices, researching and developing better methods of depositing of old dye and other environmental pollutants and in 2024, the brand began exploring methods to recycle the water used in its dyeing and washing process.
Community Led
Despite being primarily available via its e-commerce platform, Dye Lab runs an innovative pop-up model, creating experiential shopping experiences, exhibitions and installations around the world for its customers to touch, feel and live the brand. Dye Lab has created pop up experiences in Lagos, Abuja, Accra, Dakar, Kenya, Rwanda, Cotonou, Cameroon, Abidjan, Uganda, London,, Amsterdam, Geneva, New York, Houston, Dallas, Los Angeles, Atlanta, Chicago, and Canada.
Dye Lab has also had notable brand collaborations with brands such as British accessories brand Anya Hindmarch, the Homecoming festival, Nike’s sub-brand Nocta, Heineken, L’Artisan, Bole Dakar, Kai Collective, M.O.T the Label, This Is Us, OBIDA, Kkerele, Aaboux and Templa8te. The brand also supports and empowers homegrown filmmakers, photographers, creative directors and artists and has collaborated with artist Abe Ogundade, and the Art X festival.
Dye Lab ships worldwide and is stocked at various retailers across Nigeria, Ghana, Côte D’Ivoire,
Senegal, Sierra Leone, South Africa, Kenya, Dubai and Saudi Arabia.
Dye Lab has experienced astronomical growth in only five years and that is rooted in its passionate community, culture of excellence, and spirit of collaboration. By keeping the value chain local, Dye Lab supports Nigerian craft, reduces waste, and celebrates creativity at its source. Today, Dye Lab is building bridges from Lagos to the world — with pop-ups, collaborations, and collections that spark dialogue across continents. One of the core tenets is the belief that the future is rooted in heritage, yet open to
infinite reinvention.
