MISSION
Pursuing, embracing and celebrating femininity through sustainable high-fashion women's wear.
The Story
DESIGNER
Nigerian born Ayomidé studied fashion design at Istituto di Moda Burgo after attaining a Masters degree in Human Resource Management from Durham University. Her interest in Fashion started at a very young age; Already sketching exquisite designs on her primary school notebooks. Working from her Lagos based studio, she channels her love for classic, retro glamour along side her devotion to sustainability, into the creation of exquisite wearable art.
BRAND
Midé is a brand driven by classic and Afrocentric design; Infused with the ideal of love and romantic style detailing.
We are devoted to embracing the feminity in each individual, whilst inserting her into an artsy modern fairytale context.
Known for feminine detailing; Midé garments are hand made with the finest sustainably sourced fabrics and hand finished to perfection.
The emotion of love and fairytale feeling are materialized through the meticulously produced garments; exuding unobtrusive beauty and timeless elegance using responsible design practises.
Experience a journey of escapism, transcending everyday reality with each exquisite piece.
Waste Reduction
To reduce waste, we ensure all garments are produced in limited quantities that correspond to our current demand. By implementing just-in-time production and demand-driven manufacturing, surplus inventory is avoided and the disposal of unsold goods is reduced.
At Midé we promote circular fashion practices such as clothing rental and upcycling, which stimulates the reuse and recycling of fashion items which reduces the quantity of clothing that ends up in landfills.
Our Sustainability Journey
Eco-Friendly Design
Currently, our garments are manufactured locally to minimize their carbon footprint. We implement lean and sustainable techniques such as pattern optimization, zero-waste pattern cutting, and efficient sewing methods to reduce fabric waste during production. We also employ eco-friendly packaging materials.
Fair Pay & Secure Work Enviroment
Fair pay is an expression of appreciation for the skills, creativity, and dedication that fashion professionals bring to their craft.
As a caring and well managed brand, we strive to provide a safe working environment that promotes mutual respect, company values, and security.
We support a change in the industry that prioritises people above profit and long-term sustainability over quick benefits.
First-Rate Materials
We have high standards for what we utilise and strive to never compromise on quality by designing long-lasting, timeless fashion pieces, which is an important Midé objective. Our customers deserve the highest level of products on the market, and we strive to maintain those standards.