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ASHLUXE is a luxury streetwear brand designed to reimagine street style specifically with the enlightened millennial in mind. Ashluxe is at the forefront of streetwear born of Africa that is built on a reputation for innovation, quality and youthful aesthetics.
ASHLUXE is a reflection of the modern youth in Lagos, London, Geneva, Paris, Johannesburg and Florida. The grand vision of the brand is to merge quality and craftsmanship in creating well tailored fashion garments that embody the global millenial.
Redefining luxury avant-garde essentials, creating limited merchandise and keeping followers excited by releasing new designs every season. The brand has built a reputation for innovative textiles and youthful aesthetics.
Yinka Ash is the founder, managing director and chief buyer at Lagos-based multi-brand boutique Ashluxury. Located in the city’s upmarket Lekki neighbourhood, the minimalist concept store stocks a range of international brands across streetwear and luxury fashion, including Coperni, A Cold Wall , Rhude and Kenzo, as well as the retailer’s private label Ashluxe. Since founding the store in 2017, Ash has emerged as a leader of Nigeria’s rapidly growing streetwear industry and a tastemaker in the city’s luxury retail scene. His store is a route to market for brands seeking celebrity clients with huge followings in Nigeria and the wider West Africa region, including Afrobeats musicians and Nollywood actors. Ash started as a personal shopper straight out of university in 2014, building up his client base gradually until 2017 when he opened Ashluxury. The next year, he launched his own streetwear brand Ashluxe as a private label in the store. The brand has earned Ash a cult following, becoming a status symbol among cool urban Nigerians.
