From a modest corner in Lekki with just one sewing machine, one tailor, and an unshakable dream, Samuel Udeji built what is now one of Nigeria’s most exciting menswear brands: Amdiddy. Founded in 2018, the label was born from love and identity — its name a fusion of “Alma” and “Diddy” — and from the start, it set out to rewrite the narrative of Nigerian men’s fashion. What began with borrowed photography locations and rented hotel rooms for shoots has since grown into a celebrated brand that balances tradition with bold modernity.
Amdiddy has always been about more than clothes; it is a mindset, a legacy. With its mantra “A style for every story,” the brand creates pieces that allow men to express individuality with sophistication, clean lines, and futuristic flair. Over the years, Amdiddy’s collections have been worn by everyone from business magnates to entertainers. Its presence has stretched from Lagos to the diaspora, earning a loyal clientele of professionals, creatives, and style enthusiasts who want their wardrobes to tell a story.
This year, Udeji raised the stakes with his debut runway showcase, The AmDiddy Experience — a presentation that fused technology, heritage, and innovation in a groundbreaking display of how fashion can embody both legacy and the future. In this interview, Udeji reflects on his beginnings, the philosophy of the “Amdiddy Man,” his vision for the future of African fashion, and what it means to create a style that is both personal and universal.
You started Amdiddy with one machine, one tailor, and a big dream in Lekki. Looking back, what do you remember most vividly about those early days?
Just like Back then in Lekki, the thought is still the same: “Someone needs to rewrite the story often told about in the Nigeria Fashion Industry”
The name Amdiddy came from Alma and Diddy — love and identity. How has that personal meaning shaped the spirit of the brand over the years?
When love and identity come together, Family is formed, and the greater part of any Family is LEGACY. So AmDiddy is not just a name or brand, it’s a Legacy.
You often talk about the Amdiddy Man. How would you describe him today? Has he evolved from the man you imagined when you started out in 2018?
For me, every human has a unique identity, every identity is rooted in a story, behaviour, and way of life, and every story should have a design and style that defines it. As we grow, our story grows; our identity becomes clearer, and we are blessed with wisdom. So, yes, AmDiddy as a brand have evolved, but the definition of true AmDiddy man remains the same:
⦁ An AmDiddy Man is sophisticated yet Simple
⦁ An AmDiddy Man is Clean
⦁ An AmDiddy Man, Classy and
⦁ An AmDiddy Man is Stylish
We want him to walk into that room and make every other man uncomfortable with his power rooted in STYLE and challenge them to make an effort without speaking a word.
The Amdiddy Experience was your first major show. What was the vision behind it, and what did it mean for you to finally stage your own fashion presentation?
AmDiddy Experience is my Legacy, to challenge what people believe is not achievable. At the core of it is: “Bring technology to allow you to experience how my brain as a creative works, giving detailed information about and why some of the looks were made from Idea conception to finish. The AmDiddy Experience is not just a gathering of fashion enthusiasts, but a groundbreaking journey that redefines the runway. During this celebration, style meets innovation, heritage meets the future, and creativity knows no limits.
Tell us about the collection you showcased — what story were you trying to tell us?
At the heart of the AmDiddy Experience is the AmDiddy Originals – a curated collection of the most iconic items that have shaped the AmDiddy Brand. This is not a revival but a reimagination. A celebration of legacy reintroduced with purpose, precision and power. We also have “The Future Royalty”. Here, we reimagined the timeless symbols of African royalty: the story, the fabrics, the regalia, the dignity, and the authority, and fuse them with bold, futuristic design. They are not just for covering the body, but they crown the spirit. Each piece tells a story of kings and queens whose echoes still shape us, while daring to ask: “What does the royalty look like in the future?”
The Nigerian fashion industry has seen a surge in recognition globally. From your perspective, where are we getting it right, and where do we still need to do more work?
Nigerians are undoubtedly the most blessed, creative and industrious people in the world. There is a revolution in the Fashion Industry, and Nigerian creative and fashion houses are at the forefront of it. At the core of this is: “We are beginning to appreciate the rich natural cultural heritage and resource we are blessed with, and now transforming into the outfit/designs, styled not just for local consumption but international market”. However, we still have a long way to go in terms of improving finishing, sizing, standardisation, and leveraging technology.
Who inspires you — within fashion and outside of it?
Outside the industry, I would say Mike Adenuga – his work ethic and dedication are unmatched. Within the industry, a few names come to mind: Mai Atafo (the most open-minded and humble entrepreneur), Ugo Monye, Yomi Casual, and Uche Nnaji. One thing they have in common is Creativity, dedication and longevity.
There’s a lot of conversation about sustainability in fashion. Is this something you’re beginning to explore within Amdiddy?
Sure, keeping our environment safe is the key component to us being alive and at AmDiddy, we understand this. The industry faces challenges of fast fashion imports, waste management, and limited infrastructure for recycling or ethical production. Yet, there is a strong heritage of handwoven, handmade, and natural fabrics, such as Asoke, akwete, raffia, and attire, which support sustainability. About 70% of the Fabric used for this show is made in Nigeria because they are eco-friendly.
AI and technology are changing how we think about fashion design and retail. Do you see them as tools for creativity, or threats to originality?
AI has come to stay. When used positively, it’s the best thing that has happened to human existence. When used negatively, it poses a significant threat to everything we believe in, and the Fashion industry is not exempt from that. Control usage is what I will advocate. At AmDiddy Experience, we will utilise AI to amplify what we have created, helping our audience understand the idea or story behind every look. From idea conception to Fabric choice and every other process involved in making the outfits.
If you could collaborate with any international designer or brand, who would it be and why?
Why international? Laughs – I am a proud Nigerian, and I would love to see collaboration within the fashion industry. Collaboration, in my opinion, is the perfect foundation for sustainable growth. However, on the international front, I will opt for Dior (it’s classic) or Dolce & Gabbana (it’s rooted in culture).
Amdiddy has dressed some of the most influential people in Nigeria. How do you balance designing for celebrities while staying relatable to your everyday clients?
We have different customer segment and each of them is very power and important to the brand. Again, we believe every individual has a unique story, whether they are a celebrity or not, and we have carefully crafted designs to suit each of these stories, ensuring you step into that occasion in style.
Where do you see Amdiddy in the next decade?
We are laying the foundation for what we want to achieve: “A Pan-African and one of the world’s most influential Fashion brands by 2035”. We have never failed to achieve what we have set out to do.
Finally, when men put on an Amdiddy piece, what’s the one feeling or statement you want them to carry with them?
FREEDOM – for me: “Being stylish is a true representation of freedom, a stamp of authority to express our inner self with confidence and smile while making memories”.
