STYLE FEATURE.......UYOTA'S STYLE CEO SPEAKS ON HER VISION FOR THE FUTURE OF STYLE MERCHANDISING
•Global Fashion. African Soul. Wear Your Truth.
•By Richlist Int Style Segment
OXFORD/LAGOS — In a fashion world that often forces you to pick a lane, Mrs. Loveth Ewubareh is building a bridge.
As Founder & Creative Director of *Uyota's Style* and CEO of *Uyota Global Ltd*, the Nigerian-born, Oxfordshire-based designer is redefining what it means to wear heritage. Launched in 2026 under Uyota Global Ltd — incorporated in the UK in September 2025 — Uyota's Style is not “just another African print label.” It’s contemporary fashion with an African soul, made for everyday life.
FROM WARDROBE TO EVERYDAY: THE TRUTH BEHIND THE BRAND
Growing up in Nigeria, Loveth was surrounded by bold, colorful fabrics reserved for weddings, church, and celebrations. “I remember thinking, why should we have to wait for a special event to wear something so beautiful and so connected to who we are?” she says. That question followed her to the UK.
Instead of creating occasion-only pieces, she began weaving African identity into shirts, denim, hoodies, joggers, and jackets. The result: *Global Fashion. African Soul.*
“The name Uyota means Truth,” Loveth explains. “Our message is _Wear Your Truth_. Fashion should allow you to honour where you come from without limiting where you can go. You don't have to choose between cultures. You don't have to shrink to fit in. You can be all of who you are.”
*BUILDING THE FUTURE, ONE GARMENT AT A TIME
The journey from idea to brand meant sourcing fabrics, sampling, logistics, and building an e-commerce platform now shipping to customers in the UK and internationally. A key milestone was launching in Oxford and delivering _The Uyota Manifesto_ live.
Today, Uyota is also pushing into tech with its Uyota Design Studio — a platform that lets customers help decide how African fabric elements appear on selected garments. “We’re moving beyond ‘buy this design’ to giving people creative participation,” she says.
The challenge? Avoiding the box. “African heritage is our soul, but our ambition is global. We’re creating familiar contemporary fashion with African influence that can be worn by anyone.” The Uyota person, she adds, is “confidently individual” — African, British, European, Asian, American — united by a love for fashion with meaning.
*THE VISION AHEAD
In the next five years, Loveth wants Uyota's Style recognized as a British-born global fashion brand with an unmistakable African soul
“I want to see someone walking through Oxford, Lagos, London, Paris, Amsterdam, New York or Tokyo wearing Uyota — not necessarily because they are African, but because they connected with the design and what it represents,” she says.
Her advice to young Nigerian creatives is simple: _Start with meaning, not just a product._
“Don’t wait until everything is perfect. Start, learn, correct, and keep building. Your background, your experiences and even the things that make you different can become your greatest creative advantage. Know your truth. Build from it. And don’t be afraid to wear it.”
For Loveth Ewubareh, the future of style merchandising isn’t about choosing sides. It’s about truth. And as her manifesto says: “The truth always fits.”
_Uyota's Style is available via the Uyota Global e-commerce platform and select online channels._
_Follow: @UyotasStyle | Uyota Global Ltd_
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