“TUBO Represents African Designers at the Phygital Sustainability Expo in Rome, Italy”

In celebration of World Environment Day, Nigerian designer and founder of the TUBO brand, Sandrah Tubobereni, made a powerful appearance at the Phygital Sustainability Expo in Rome, Italy, a global platform dedicated to driving conversations around sustainable fashion, innovation, and environmental responsibility.

She represented not just her brand, but an entire continent’s legacy of craftsmanship and conscious design, Tubobereni delivered a compelling keynote that left a lasting impression on international attendees. Rooted in her heritage and unwavering creative spirit, her message was bold, intentional, and deeply resonant:

“Fashion is not what we wear, it is who we are. It is language, it is celebration, it is legacy. It's time the world sees it.”

As a Black African woman, grounded in culture and creativity, Tubobereni spoke on redefining what sustainability means in global fashion. For her, sustainability is not a new adopted concept, it is the DNA of African fashion.

“No one does sustainable fashion like we do. Our cut-off process is slow by design; intentional, purposeful, and people-led. Our craftsmanship is built by custodians of generational knowledge. Our system is rooted in heritage. Fashion, to us, is not just adornment; it is lineage, celebration, and legacy.”

Tubobereni’s presence at the Expo was not only significant; it was necessary. As the world grapples with the consequences of fast fashion and environmental degradation, African designers, particularly Nigerians offer a blueprint rooted in mindful production, slow fashion principles, and community-led systems. From hand-dyed fabrics to plant-based dyes and intricate tailoring by local artisans, sustainability is inherently embedded in the continent’s fashion process.

“We are not wired to mass-produce. Our design philosophy centers people, craft, and culture, a harmony of heritage and innovation. If anyone deserves a seat at global tables discussing sustainability, it is Africans and most importantly, Nigerian designers.”

Tubobereni emphasized the urgent need for more platforms that amplify African voices in global fashion sustainability conversations. She challenged institutions and stakeholders to not only invite African creatives to the table but to recognize their leadership in sustainable practices.

Being invited to Italy as a Nigerian designer confirms that African fashion is more than design, it is a movement. A movement grounded in purpose, pushing the world to rethink, relearn, and realign with what truly matters.

As the global fashion industry begins to reckon with its impact on the planet, TUBO stands as a powerful reminder that the answers the world seeks may already be deeply woven into the fabrics of African tradition.

With every piece, Tubobereni is redefining the future of African fashion, proving that sustainability, heritage, and design excellence are not just buzzwords, but lived values. Follow Sandrah Tubobereni’s sustainability led fashion journey on instagram: @sandrah tubobereni, @tubo and website: tubowoman.com