The SOBOYE brand has grown organically and is evolving with a strong DNA and brand identity. Their influences when designing SOBOYE collections are very much based on personal style, not dictated by trends or seasons. SOBOYE embraces creativity, vibrancy, colour and texture that exudes confidence and character. SOBOYE has a distinctive look and has a unique sense of style, inspiring, cutting edge and doesn't hold back. The brand continues to evolve in the world of Fashion & Lifestyle, incorporating designs, retail and styling while still supporting and giving a platform to emerging African and Afro-Caribbean brands and design talent.