Magnum Man has launched its Summer 2025 capsule collection, titled Project Ilashe, drawing inspiration from the coastal rhythms of Lagos. The new range explores themes of African rest, cultural memory, and quiet luxury through modern menswear designed with comfort, movement, and meaning in mind.
Omikunle Olajire, Founder and Creative Director of Magnum, explained that the vision for Project Ilashe was shaped by his connection to the Lagos coastline. “Ilashe is one of those places that stays with you. It’s peaceful, but never empty, and has a kind of stillness you don’t always associate with Lagos,” he said. “There’s a rhythm to it, and we wanted the clothes to carry that same energy.”
Olajire noted that the goal of the collection was to reimagine menswear for the African man by focusing on ease as a central design element. “With this collection, our goal was to reimagine menswear for the African man, and explore how ease could be a driving element of the collection rather than an afterthought.”
The materials used in the collection reflect this intention. “The fabrics were a starting point. We sourced breathable linen blends and traditional Aso Oke woven in Iseyin and Ondo, choosing textures that felt easy but still carried weight and meaning,” Olajire said. “The silhouettes are intentionally open and breezy—kaftans, wide-leg Egun pants, oversized tees—pieces you can move in, stretch in, relax in.”
He added that the accessories, such as key charms and tote bags, were designed with memory and storytelling in mind. “Everything had to feel lived-in, not just styled.”
Project Ilashe officially launches on Friday, June 27, with an exclusive one-day pop-up in Paris during Fashion Week. Following this, a vibrant installation will open at the brand’s Lagos flagship in July and remain active throughout the summer. The collection will then continue its exciting journey with international activations planned in London, New York, Atlanta, and Johannesburg, bringing the spirit of Ilashe to a global audience.
Olajire believes this series of activations is an opportunity to present African luxury on its own terms. “We’re showing that African luxury is rooted in story and craft. There’s nothing borrowed or imitated here,” he said. “These pop-ups are not about adapting to a Western idea of luxury but about holding space for something different and deeply African to be seen on a global stage.”
Olajire explained that the concept of “African rest” and “quiet luxury” guided the tone of the collection. “We’re so used to being framed through struggle or survival, but there’s a richness in our stillness too. African rest is about comfort, about choosing softness,” he said. “Quiet luxury, in our context, doesn’t mean muted or neutral, but intentional.”
Key pieces from the collection include the Egun Pants, made from patchwork Aso Oke; Aso-Oke Linen Sets, combining linen and Yoruba textile traditions; Signature Polos with updated fabrics and structure; and lightweight Cabana Shorts designed for breathability.
“Right now, there’s so much energy around African fashion, but we wanted to offer a different tempo,” Olajire said. “One that reflects not just where we’re going, but who we are when we’re at ease.”
