From Streetwear to Sustainability: How GDWN is Redefining Ethical Fashion with Handmade Macramé
Fashion magazines have always been Godwin’s go-to source for style inspiration. Growing up in a household where fashion was part of everyday life—his mother, Juliet Okoruwa, traded fabrics—he developed a keen eye for design from an early age. Flipping through international fashion magazines, he discovered a love for hoodies, a style staple that was hard to find in his hometown of Lagos.
Inspired and undeterred, Godwin decided to make his own hoodie using his mother’s fabrics. That single act sparked the beginning of his journey into fashion. The response was overwhelmingly positive—first from his peers, then from clients he had never met.
When his mother was injured and could no longer trade fabrics, Godwin felt it was time to pivot. He wanted to keep her involved and uplift her spirit. Drawing on her talent for crafts, he reimagined the brand’s direction—introducing macramé as a new medium. Now, his mother brings his designs to life through intricate, handmade pieces, marking a powerful new chapter in their creative journey.
During the pandemic Godwin took time to work out the new direction of the brand. With the new medium came a new focus: GDWN transformed into an ethical brand that is producing handmade, unisex, one-size pieces made from cotton, designed to be passed down through generations.
Although macramé isn’t unique to Nigeria, it holds personal significance for Godwin, as it’s a craft he grew up with. His mother, a creative woman, made many items herself, and macramé was one of her specialties. "What I love about macramé is that it’s 100% handmade—no tools or machines are used in production. The macramé designs have a couture feel; it’s almost romantic because of that,” Godwin explains.
Over the years production grew, and Godwin’s mother is now in charge of it. She trains four artisans to meet the growing demand. “The brand really empowers her, which is another reason I decided to move the brand in this direction,” Godwin explains.
“There isn’t a vibrant sustainable fashion industry on the African continent—not like in Europe,” says founder Godwin. “But I’m thinking ahead. GDWN stands for Greatness Designed With Necessity because the fashion we create must become more sustainable. Sustainability is the future—for all of us, not just here in Nigeria.” Currently, Godwin is experimenting with alternative materials. “The cotton we use is quite heavy, so we’re now sourcing lightweight cotton threads.” Nothing goes to waste at GDWN. Leftover fabric scraps are repurposed into new pieces. “We’re big on minimizing waste—finding creative ways to reuse even the smallest threads.”
Right now, GDWN is in a phase of reinvention, exploring new materials and fresh designs. Keep an eye on their socials to see where the journey leads next.
Photography by Lolu Olurinde.