From Instagram inception to London’s design capital, Crown Wears is redefining what it means to wear your crown with pride
The Rise of Crown Wears
In January 2021, as the world grappled with unprecedented change, a different kind of revolution was quietly brewing on Instagram. It wasn’t marked by grand announcements or flashy campaigns, but by a simple post that would eventually evolve into one of London’s most promising independent fashion brands. This was the genesis of Crown Wears, a brand born not from boardrooms or fashion week runways, but from the authentic vision of two creatives who understood that fashion could be both statement and story.
The brand emerged from the mind of Mr. Damola Segun Showumi, whose entrepreneurial spirit and eye for design laid the foundation for what would become Crown Wears. But every crown needs its complement, and when Mr. Ayobami Mordecai Majasan encountered Showumi’s vision, the resonance was immediate and undeniable. The partnership that followed wasn’t just business, it was a meeting of minds united by a shared passion for merging style with purpose, aesthetics with authenticity.
“Cloth is nothing until a beautiful soul lives in it,” reads the brand’s philosophy, and it’s this understanding that fashion transcends fabric that has driven Crown Wears from its humble Instagram beginnings to the stages of London’s most prestigious fashion events.
Beyond Clothing: The Brand’s Core Vision
Crown Wears operates on a simple yet profound premise: this is more than clothes, it’s a message. In an industry often criticized for its superficiality, the brand has positioned itself as a beacon of substance, where every thread tells a story of empowerment, community pride, and urban royalty.
The crown motif isn’t merely decorative; it’s deeply symbolic. It speaks to the inherent dignity within every wearer, the idea that elegance isn’t reserved for the elite but belongs to anyone bold enough to claim it. This philosophy of “urban royalty” permeates every aspect of the brand, from design conception to customer interaction, creating a community where fashion becomes a form of self- actualization.
Sustainability and inclusive fashion ethics aren’t afterthoughts at Crown Wears, they’re foundational principles. In a world increasingly conscious of fashion’s environmental and social impact, the brand has positioned itself at the forefront of responsible design, proving that ethical practices and aesthetic excellence aren’t mutually exclusive.
The brand’s ambition extends beyond commercial success to cultural influence, particularly in London, the design capital of the world. Crown Wears isn’t just participating in London’s fashion ecosystem; it’s actively working to promote originality and authenticity within it, challenging established norms while respecting the city’s rich sartorial heritage.
Design Aesthetics: Where Culture Meets Couture
Crown Wears’ design language draws from a rich tapestry of influences, seamlessly blending Afrofuturism’s bold vision with streetwear’s authentic edge and luxury fashion’s refined craftsmanship. This isn’t fusion for fusion’s sake, it’s a deliberate artistic choice that reflects the multicultural reality of contemporary urban life.
The brand’s aesthetic philosophy celebrates the beauty of cultural intersection, where traditional African textiles might meet contemporary London tailoring, where streetwear sensibilities inform luxury silhouettes. This approach has resulted in pieces that feel both timeless and immediate, speaking to heritage while embracing innovation.
What truly sets Crown Wears apart is its commitment to visual storytelling. Every photoshoot, every brand image, every social media post is carefully curated to reinforce the brand’s narrative of empowerment and elegance. The creative direction doesn’t just showcase products, it builds worlds, creates aspirations, and invites customers into a lifestyle that extends far beyond the wardrobe.
From the vibrant yellow traditional wear showcased at Source Fashion to the sophisticated green ensemble that graced the brand’s social media, each piece tells a story of versatility and vision. These aren’t just clothes; they’re conversation starters, confidence builders, cultural bridges.
Milestones and Recognition: Building Momentum
The journey from Instagram startup to recognized fashion entity is rarely linear, but Crown Wears has navigated this path with remarkable consistency and vision. The brand’s participation in Source Fashion from July 8-10, 2025, at Olympia London, marked a significant milestone, not just as a business achievement, but as validation of the brand’s place in London’s competitive fashion landscape.
The images from this event tell their own story: confidence, professionalism, and a brand that belongs on the big stage. Against the backdrop of Source Fashion’s vibrant displays and professional networking atmosphere, Crown Wears demonstrated that independent brands can compete with established players when vision meets execution.
The brand’s fashion credibility was established well before its London presence, with Majasan’s participation in Nigeria’s premier fashion events. At GTCO Fashion Weekend, Lagos Edition, he was part of both the 2022 and 2023 iterations of this significant African fashion showcase. The 2022 edition (November 12-13) marked the event’s return after a two-year pause, featuring masterclasses, runway presentations, and a retail village at Lagos’s prestigious GTCentre. The following year’s sixth annual event expanded to include over 120 free stalls, a streetwear village, and creative panels featuring industry luminaries like Sergio Hudson, with a focused mission on promoting African creativity.
This foundation in Africa’s fashion ecosystem provided invaluable experience before Crown Wears’ London launch, demonstrating the brand’s international perspective and cross-cultural fluency. Media recognition has followed naturally, with features in respected publications like Fashionably Male and The Fox Magazine in 2024. These aren’t just press mentions, they’re endorsements of the brand’s cultural relevance and aesthetic merit. In an industry where media attention is both currency and credibility, Crown Wears has earned its place in the conversation.But perhaps most importantly, the brand has cultivated genuine customer engagement. Social proof isn’t just about numbers—it’s about connection, and Crown Wears has built a community of customers who don’t just buy products but believe in the brand’s mission. This organic growth, built on authentic relationships rather than paid promotion, represents the most sustainable form of brand building.
The Road Ahead: Expanding Horizons
The calendar ahead reads like a roadmap of London’s most significant creative events, and Crown Wears will be present at each, not as an observer but as an active participant in shaping the city’s fashion future.
The Re-roll Showcase & Pop-Up Exhibition from August 1-3, 2025, at The White Brick Showcase in Holborn represents more than just another event, it’s an opportunity to connect with London’s creative community on a deeper level. These intimate settings often produce the most meaningful connections, where brand stories can be told in full rather than glimpsed in passing.
Africa Fashion Week London on August 9-10, 2025, holds particular significance for Crown Wears. This isn’t just about representation, it’s about celebrating the African diaspora’s contribution to global fashion while honoring the cultural heritage that informs the brand’s aesthetic vision.
The London Design Festival from September 13-21, 2025, spanning The V&A Museum and locations across the city, offers Crown Wears a platform to engage with design excellence at its highest level.
Participating in this prestigious event places the brand in conversation with established design houses and emerging talents alike.
Design London Shoreditch from September 16-18, 2025, brings the journey full circle. Shoreditch, with its history of creative rebellion and artistic innovation, provides the perfect backdrop for a brand that embodies the intersection of tradition and innovation, establishment and insurgency.
The pinnacle of this event calendar will be London Fashion Week, running from Thursday, September 18 to Monday, September 22, 2025. Headquartered at The Store Studios on 180 Strand alongside various off-site events across the city, this represents Crown Wears’ most significant platform yet. Participating in London Fashion Week—even as the city’s design events overlap, signals the brand’s readiness to compete at fashion’s highest level, where global buyers, media, and industry influencers converge to discover the next generation of design talent.
A Message from the Founders
“Every crown tells a story,” reflects co-founder Ayobami Majasan, and for aspiring creatives watching Crown Wears’ journey, that story is one of possibility realized through persistence and vision. The brand’s trajectory from Instagram post to international fashion events isn’t just inspiration, it’s instruction.
The message is clear: authenticity resonates, quality endures, and vision, when coupled with execution, can transform dreams into reality. Crown Wears stands as proof that independent brands can not onlysurvive but thrive in today’s competitive fashion landscape, provided they remain true to their core values while adapting to market realities.
For the next generation of fashion entrepreneurs, Crown Wears offers a blueprint: start with purpose, build with integrity, and never forget that fashion, at its best, is about making people feel extraordinary.
In a world that often feels ordinary, that’s perhaps the most revolutionary act of all. Crown Wears continues to redefine urban elegance from their London base, proving that when style meets substance, the result is truly royal. Follow their journey on Instagram @crown_wears and witness the evolution of a brand that wears its crown with purpose, pride, and uncompromising style.
