Emerging Fashion Brands to Know: Antoine Collections

By Chichi Azozie

Antoine Collections is founded by Mr Anthony Sule. It is a fash tech footwear brand with a focus on the Nigerian Millenial. They manufacture and sell bespoke and ready to wear footwear whilst ensuring a delightful customer experience. This brand has worn a lot of international awards. In 2019, they emerged as one of the winners of the Netherlands Foreign Affairs Next Economy Nigeria Programme. In 2020, they also emerged as one of the winners of the British Council Creative Enterprise Support Programme. Mr Sule is a coach for the Saphittal E-Learning Platform where he trains people on the Craft and Business of shoemaking virtually.

We had a little chat with him to get to know him and his brand Antoine Collections and this is what he has to say:

Tell us about yourself?

Anthony Sule: Where do I begin? I’ve always had a deep passion for creating an impact in any society I find myself. To leave a mark so deep the world will remember me even when I”m gone. My name is Sule Anthony and I am the CEO of Antoine Collections. Being a graduate of physics has disciplined me to carry out all my activities and projects from a more calculated and empirical point of view. This point of view has helped me through my 3 years of working with other locally established shoemakers as well as apply and participate in multiple business incubation programs. In 2019, I emerged as one of the winners of the Netherlands Foreign Affairs Next Economy Nigeria Programme, In 2020, I also emerged as one of the winners of the British Council Creative Enterprise Support Programme. I am also a coach for the Saphittal E-Learning Platform where I train people on the Craft and Business of shoemaking virtually. Last but definitely not least, I am a student to the school of life.

Tell us your brand story ( how you started and where you are so far)

Anthony Sule: Antoine Collections started majorly to solve a personal problem. I found it difficult to get footwear that fits me majorly because of my big feet. The ones that did fit were not exactly stylish enough. Enter my youth service era in Plateau state. I was introduced to a couple of local shoemakers around the vicinity and we got them to make a couple of bespoke products for us. Other people began to show interest in the shoes we wore and the idea to start a business out of this was born. By early 2017, we( me and my partner as of the time) had started a business. At the fall of 2017, I would soon go solo to create the brand name Antoine Collections. Today Antoine Collections consists of a team of 5 with myself Sule, Anthony as CEO, Joan Igwegbe as CFO, Kristopher Owuneme as CTO, Jane Sule as our Customer Service/Support head and Ajanku Benjamin as our Digital Marketer. We just recently launched our app and website for ease of purchase.

What is your background in fashion?

Anthony Sule: I’m not sure what this question is asking me for but I would go ahead to say that I am a shoemaker with Knowledge in Business/Lean Model canvas Development. Customer Profiling, Brand Identity creation and Customer Retention Strategies.

Tell us about your brand

Anthony Sule: Antoine Collections is a fash tech footwear brand with a focus on the Nigerian Millenial. We manufacture and sell bespoke and ready to wear footwear whilst ensuring a delightful customer experience. We recently launched our Antoine app and website which has the distinct feature of allowing the user to build their own footwear.

What makes your brand different from other shoe brands?

Anthony Sule: I’d like to think of Antoine Collections as your friendly neighbourhood footwear store. We are very customer-centric! Just as we are concerned about the quality of our products, we are also deeply concerned about the quality of our service. It’s no wonder our slogan reads Quality, Lifestyle and Community. We are building a community of Millenials who understand the lifestyle of innovative thinking and winning through the quality of our products and services.

Who is/are your role models in this business?

Anthony Sule: The strange thing is my role models are not majorly in the footwear industry but if I was to choose I’d say Seyi Abgoola of Itele footwear, Aduji Adams of the Adams Aduji footwear (He trained me as a matter of fact).

What are your goals and aspirations for the next 5 years?

Anthony Sule: Lol…As beautiful as this question is I think the COVID 19 breakout in 2020 kind of taught us to be more practical when it comes to this type of question. I would however state that our vision is to be the number one footwear hub across Africa.

What is your highest achievement in this career so far?

Anthony Sule: In September 2020, my business emerged as one of five winners of the British council Creative Enterprise Support Programme. After 10 months of intense business incubation. This came with a £2000 grant as well as publicity and a network that we are still profiting from.

What is your advice for someone who is just starting out in this line of business?

Anthony Sule: START! you may not know everything about the venture but start. Also do not be afraid to ask questions along the line.

Have you heard of Fashions Finest Africa before now?

Anthony Sule: No, I had not but I was delighted to find out about you

Say a word to our FFA readers

Anthony Sule: There are three basic things a human being needs to survive. Food, Clothing and Shelter. What that means to us as fashion creatives are we are directly responsible for making the existence of mankind a kind one. Through the comfort of our products and the messages they convey. Take it seriously!