Drifters is the product of an explorer’s vast experiences. Here, we ‘drift’ with Latifah Usman, brand Founder and seasoned Traveler.
Drifters is a luxury menswear brand that caters to streetwear style in clothing and accessories. Founded in 2015 by Latifah Usman, the brand is inspired by culture, life, and her love for casual style.
Drawing from her mixed Nigerian and Egyptian life experiences, the brand creates luxury streetwear pieces for men. These include sweatshirts, jumpers, Tees, Tote bags, accessories, and so on
The name, ‘Drifters’ is a testament of Latifah Usman’s philosophies. She considers life as, ‘ever-changing like the wind.’ Thus, she has created a brand that expresses style as a floating, infinite thing.
Life is very fragile. At the drop of the hat, you can go this way or that way. I like drifting through it all; figuring things out as I go. – Latifah Usman
As you will notice from their Instagram page, Drifters has a strong affinity to motion. The models are often captured mid-movement, and the effect is fluid grace.
“I like seeing people in their natural element,” Usman says. ” Moving, laughing, or walking. Whatever it is.”
The British-Nigerian who is currently on her 19th country is a relentless Drifter too. Touring the world and experiencing culture in many variants constantly shapes her brand and life philosophy.
Thus, Drifters draws inspiration from an extensive range of cultures, a richness of diversity.
Why menswear?
According to Usman, “Drifters is a product of my expression and love for all the different things that make me up as a black woman and an interpretation of the African men I grew up with and continue to be inspired by every day.”
Although this is a menswear brand, Drifters definitely mirrors Usman’s personal style. “I can be girly,” she says with a girly laugh, “but I like a lot of baggy clothes. Drifters is a reflection of how I like to dress and how I like men to dress.”
As a woman creating menswear, Usman says people sometimes confuse some of her pieces as feminine. Perhaps, this is also because of the unisex nature of men’s clothing.
The Drifters Dream
This brand may be drawn to constant change, but do not confuse this for uncertainty. The Drifters vision is geared towards growth and sustainable development. Usman hopes to build factories in London with links in Nigeria and Egypt. She also seeks to create more income opportunities, giving back to the communities that shaped her.
On sustainability, she is quite passionate about repurposing things and curbing waste.
“People tend to throw things away because it’s not ‘cool’ anymore. I’m building a brand where clothes can be recycled for fashion and you can get life out of anything.”
Being a people-oriented person, Usman is keen on fair treatment, and this shows in the humanness that her brand represents.
Of course, there are plans to keep travelling too! Usman plans to keep drifting from country to country as her brand expands. She hopes to one day feature in events like the Lagos Fashion Week, as well as feature in more collaborations.
BIDHAAR is proud to be collaborating with a brand that shares our appreciation for culture, collaboration and community. They embolden the African narrative, and we are here for all of it.
Love pieces from this brand’s collections? Stop by our store in London to shop. Also available on our e-commerce store launching soon!
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