Daniel Adetona is Fashion’s Next Frontier
Daniel Adetona, a Nigerian designer, is independently and worthily carving his own path in fashion and industrial design. Since moving to London for grad school, Daniel has shifted his focus entirely toward building a career in this field. His mission? To innovate and bring groundbreaking ideas to life, constantly challenging the norms of everyday clothing.
Daniel in 2021, posing in front of his newly acquired studio
Founding Prayr Studios—his design studio—in 2021, Daniel has become a force to be reckoned with. His work is marked by its ability to blend functionality and creativity in ways few others have done. One of his early breakthroughs was creating live detachable jackets and reversible pants that could transform into bags, designs that stood out for their practicality and flair. But his most recent collaboration has sent shockwaves through the fashion world, showcasing a bold and innovative vision for the future of fashion.
Daniel’s latest innovation, the Dr. Martens 2-in-1 shoe, has taken the internet by storm. Designed in collaboration with Teddy Opong and engineered by Dr. Martens, the shoes are a marvel of versatility, allowing wearers to easily convert between low loafers and high-top boots. This project perfectly encapsulates Daniel’s unique approach to fashion, which fuses the worlds of style, functionality, and cutting-edge design.
Speaking to Daniel in October 2023, he shared that before launching Prayr Studios, he began his career as a stylist in 2018. His fashion choices and self-assured personal style quickly gained attention. “I would make my own t-shirts and other garments, printing self-made designs on second-hand clothing, and would have my friends wear some of my first pieces,” Daniel explained. These early efforts served as the foundation for what would later become his fashion empire.
Through his styling portfolio he had the chance to work with some of Afrobeats’ biggest stars, including Ckay, Victony, and Tems. His work with these artists further expanded his influence in the industry, allowing him to explore his passion.
One of Daniel’s standout projects before his footwear designs as mentioned before is his line of convertible jackets. This pieces were born out of his desire to revolutionize the concept of the everyday jacket. Speaking about the inspiration for this design in October 2023, Daniel shared, “The idea was to bring together a piece for people who were tired of everyday boring pieces. A piece to revolutionize the concept of a simple everyday jacket in London or New York.”
Daniel’s worthy rise to prominence in the fashion world has been both a product of his hard work and his ability to constantly learn and evolve. He advices aspiring fashion designers on the importance of studying. “There is so much information out there. The difference between you and your favorite designer, apart from experience, is luck and their ability to study relevant information. Study your idols, learn their shortcomings, look at the present, and inject your ideas.”
