ÁGA DESIGN AND CULTURE: The Brand Telling African Stories Through Sustainable Design Efforts

Aga Design and culture is an African Lifestyle brand inspired by Africa- its culture, heritage, colour, form, and essence with a minimal approach to design and life. The Lagos company was established in 2016, and quickly rose to become one of the custodians of Nigerian culture and went on to include the entirety of African stories.

A design brand that creates material representations of African forms and aims to support communities and preserve traditional craft and culture. At the centre of existence for Aga culture is the concept of storytelling. Aga culture puts the message first and is a brand dedicated to speaking of African ideas and themes.

Making exposed lifestyle patterns that draws inspiration from the culture and everyday life of Africans is re-current in Aga culture’s creations. Aga is primarily influenced by the Yorùbá Culture, a name from Yoruba, meaning a functional object or furniture piece, tying in directly with their niche in African society.

Moyo Ogunseide, born and bred in Ibadan, birthed the company in 2017 and has been drawing from the well of richness that is in the African culture ever since. As a well-renowned brand, Aga must continually exist in the network of African design and lifestyle, ensuring a seat at the table for African craft on a global scale.

“At Aga Culture by Staying true to our values - Ife, (love) Inurere, (kindness) Alaafia (well being) Ayo (joy) okanbale (peace) we rekindle the inert way of life & being as Africans in everyday living.”

Moyo prides Aga on the exceptional ability to blend what was and what can still be in a method of design. Creating a healthy percentage of modernization in traditional African art forms is key to creating more sustainable designs. Initially, the brand focused solely on Yoruba values and lived up to its ideals. However, their niche grew in scale and began to include other cultures and supports the diversity of traditions.

“Africa has a rich, diverse culture and it inspires us to create products, objects, art and accessories that encourage - old tradition with modern aesthetic”

Moyo admits that over 3000 tribes are being incorporated into new product lines and ideas as the company grows and gives us some insight into the Aga Design and Culture perspective in this exposé for Prazzle Magazine.

Full Exposé availabe now in “The Essence of Creativity” Click here

Watch video here: