The ‘gele’ has been worn by women for years across West Africa.
A popular colorful headpiece for special occasions
But it requires great skill and patience to wrap.
Sometimes taking up to 30 minutes to get the shape just right.
This 24-year-old Nigerian designer may have found a solution.
She’s invented the ‘autogele’ – a ready-made headpiece for all gele wearers
“We wanted a solution to the gele needs or head gear needs in general for like the modern stylish woman, you know, I want something beautiful but I don’t want to stress myself to get it. I want something that will be portable for me to travel with, something that I could just strap on so that’s why we came up with. Our slogan is the gele that ties itself.”
But it’s not cheap.
An autogele can cost up to $110.
Four years since starting the concept with a friend with just $140, she’s already sold more than 5,000 pieces worldwide and now employs four tailors – to meet what she hopes is a growing demand.