Dimeji Ode’s journey into fashion started as a school project but turned into a full-fledged streetwear brand during the Covid-19 lockdown.
His brand, Dode, which stands for “don’t overdo everything,” was first conceptualized in 2017 when his art and design teacher at Sandwell College in the West Midlands assigned him to create something in fashion, music, or art.
At just 17, Ode repurposed one of his jackets into a gilet and came up with the name Dode. Inspired by his creation, he began printing the name onto plain T-shirts at college.
However, it wasn’t until the pandemic that he had the time to truly bring his vision to life.
In 2020, at age 20, Ode worked as an essential support worker during lockdown. He saved every penny he could to invest in his brand and build a website.
Sketching designs whenever inspiration struck, he quickly acted on new ideas by sending them to his manufacturer.
Building Dode from the Ground Up
Initially, Ode sold his pieces to friends before launching his business online. Now 25, he takes pride in turning his lifelong passion for art and design into a career.
“Even since primary school, I’ve always been into drawing,” he said, adding that he personally designed the brand’s logo.
Social media has played a key role in Dode’s growth, with Instagram and TikTok helping to introduce his work to a wider audience.
“Word of mouth has also made a major impact,” he noted. His friends have supported him by modeling his clothes and assisting in photoshoots.
Despite skipping university to focus entirely on his brand, Ode continues to work a full-time job as a residential support worker while funding Dode.
“I’m independent, I run the brand by myself,” he explained. His journey has required sacrifices, often reinvesting earnings into new designs despite not yet turning a profit.
A Brand Rooted in Faith and Nostalgia
Ode’s latest collection—a tracksuit—was inspired by his school days, with a photoshoot set in Birmingham’s city center and at the bus stop he used to take to school in Erdington. “This was me remembering my back-to-school days… that nostalgia feeling,” he said.
The essence of Dode reflects Ode’s Christian faith, with its motto, “already won,” emphasizing trust in God.
“You can’t do everything by yourself; you have to leave it to God. Once you do, you’ve already won,” he explained.
Looking ahead, Ode hopes to make Dode his full-time career within the next five years.
“Night doesn’t last forever—morning is coming,” he said, confident that his dedication and passion will take his brand to greater heights.
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