What’s in Store: Inside OB-70 Lagos
OB-70 is one of the brands setting the pace in Nigeria’s streetwear scene, and we had the privilege to explore its newest flagship store in Lekki, Lagos. We also sat down with its founder, known to many as ClassyKinging, for an exclusive conversation featuring nine questions.
Q: Can you share the story behind the name ‘OB-70’ and how it came to represent your brand?
A: It’s pretty simple, actually. I literally refurbished a childhood nickname. I was about eight years old when my late dad had his big 70th birthday celebration. Everyone in the neighborhood started calling me Omo Baba 70 as the last fruit of the great Pa Fakunmoju. When it was time to name my brand back in 2017, I felt it was only right to go with a name that’s genuine and best tells my story.
Q: What inspired you to start OB-70, and how has the journey been so far in building the brand?
A: It started from wanting to look good and my love for fashion at large. Back then, it was just a side hustle, but in 2020-2021, I decided to stay locked in and take it as a full-time career. It’s been a great experience so far. My journey feels like a movie, even to myself. I’m grateful to God for the wins and how far the brand and I, as a creative director, have grown in the last few years. I appreciate the lessons even more.
Q: You’ve recently opened a new store. What does this space represent for OB-70, and how does it reflect the vision of the brand?
A: I believe in starting where you are and with what you have, no matter how small. I started from sourcing thrifts to diving into proper streetwear. The Lessons Collection in 2021 was my breakthrough. By early 2022, I knew the next step was to get a physical store to solidify the brand. After a lot of prayer and grinding, I used my share from the sale of a family property to get a space, with almost no cash left to set it up. Like they say, the rest is history. This store represents a dream come true and is a hub for our growing community.
Q: Streetwear is often about competition and collaboration. How do you see OB-70 fitting into Nigeria’s growing streetwear scene? Do you view other brands more as competition or potential collaborators?
A: The streetwear scene in Nigeria is still growing, and it’s growing fast. There are many brands, but only a few are genuine. We’re all literally the first generation. At OB-70, we aim to be on the right side of history. Competition makes everyone go harder, which is good for the industry. Collaborations, on the other hand, would solidify the legacies we’re all trying to build.
Q: As OB-70 grows, have there been any key possible collaborations or partnerships that stand out? And how do you decide who to work with?
A: Right now, we’re focused on solidifying the DNA of OB-70. We’re growing, making mistakes, and learning from them. When the time is right, collaborations will naturally happen.
Q: Your jerseys became a signature piece. What inspired this focus on sportswear, and how do you see it evolving within OB-70’s identity?
A: During the global pandemic, it was inevitable to join the sportswear trend. But we chose to do it our way—the OB-70 method. I’m grateful that our community appreciates our unique approach and has embraced each new release.
Q: What do you think sets your brand apart?
A: It’s the positive messages we convey through our designs, our relentless pursuit of customer satisfaction, and, most importantly, the loyalty of our community.
Q: What does the future hold for OB-70? What are your goals for the brand in the next year?
A: The goal is to maintain the momentum and further solidify the brand’s DNA. We’re also delving deeper into the accessories category, and by 2025, our community will be treated to an abundance of incredible new products.
Q: How do you see the brand contributing to the larger conversation about Nigerian streetwear and global fashion?
A: Our focus is on delivering premium-quality products and prioritizing customer satisfaction. Authentic users of OB-70 can attest to the greatness of our brand. That’s how we’re adding value to both the Nigerian and global fashion scenes.
