‘ITUEN’ is the diffusion line of ITUEN BASI.......Affordable, spirited, funky, urban and cute.

This is an urban infused high street line that says ‘look at me, I dare to be different!’ It's a collection that is all about celebrating life. It’s full of energy, vivacious, colourful, being positive, and of course happiness! Inspiration comes from this melting pot of a city called Lagos, everything we see around us, the people, the way of life, the quirky style and the different ways we do things.

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We also wanted to celebrate the things that brought happiness to us all in our youth, growing up in Lagos, Nigeria. It didn’t come as a surprise when we got inspired by the old kobo coins, the tape measure, gingham, Ankara of course and our Abie girls (Ada, Binta, Iyabo and Ekaette). Abie brings you pretty little things at reasonable prices.

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As head designer of the diffusion line at Ituen Basi, I had a lot of fun creating the pieces for the collection as well as bringing to life the fun textiles to go with it! I literally had a blast sketching the different modes of road transport in Lagos!