Robinson Kelly is a designer based in Lagos and the founder of Fairtrade, a clothing brand he started just over a year ago. Guided by the slogan “Africans Defined in Outfits.” The brand aims to combine African heritage with streetwear while prioritizing inclusivity and affordability. The brand’s debut ‘Horizon Collection’ is structured as a rolling release, with pieces such as T-shirts, tote bags, and cargo pants dropping sequentially. We caught up with Kelly to discuss the vision behind Fairtrade and the thinking driving the collection.
NoteS: How did your interest in fashion begin?
Kelly: I’ve always been interested in fashion. It’s something that’s always been around me. Everyone in my family is inclined towards clothes and how they dress, but nobody really had the vision to start a clothing brand. For me, it went beyond wearing clothes, I wanted people to wear what I make. I’ve been good at illustrations and designing clothes for a long time, and I think I’ve had this interest since I was about 14.
NoteS: Who would you say influenced you?
Kelly: Globally, Virgil Abloh. Not because of Louis Vuitton, but because of Off-White, how it started, how it was structured, and the kind of clothes he made before it became a luxury brand. Locally, I look up to Yinka Ash (Founder of Ashluxe). I admire how he runs his business and how connected he is to his brand. Seeing his work recognised on platforms like Vogue and Business of Fashion says a lot about his impact.
NoteS: How did Fairtrade start, and what does the brand represent?
Kelly: For me, Fairtrade is about African heritage. The slogan, Africans Defined in Outfits, is about wearing what you feel connected to. That could be African history, nature, or experiences, things that have shaped us over time. I try to translate that into the clothes I make. So Fairtrade is really about giving African identity in streetwear form.
NoteS: Beyond streetwear, do you see the brand expanding into other styles?
Kelly: Yes, definitely. I want to explore a lot of styles. I’m starting with streetwear because it helps tell the brand’s story and because it feels natural to me. Streetwear is how I dress, it’s my personal style, so this is really just me putting out what I like to wear and letting other people connect with it.
NoteS: Your first release is the Horizon Collection. Tell us about it.
Kelly: It’s a rolling collection. We didn’t drop everything at once, we started with just one item, the T-shirt. The idea is to release pieces gradually over a period of time, from now until the end of next year. Items will drop every three or four months, which is why I call it a rolling collection.
NoteS: What pieces can we expect next from the collection?
Kelly: There’s a tote bag coming up, jorts, and cargo pants. There’s a lot already planned, especially heading into 2026.
NoteS: Streetwear in Nigeria can feel repetitive. How do you plan to stand out?
Kelly: Before I put out any item, I have to fall in love with it. I need to feel connected to it. I also think the industry lacks range in some areas, a lot of brands design only for young people. I want to make clothes that anyone can wear, whether you’re young, older, or somewhere in between.
