Tuntunre Gains Early Momentum at Innovate Pitch Event

Just two months after launch, Nigerian sustainable fashion startup Tuntunre is already gaining early traction.

The brand recently placed second overall at the Innovate pitch event, marking an early milestone for a business still in its early stages.

From pop-ups to early traction

Before the pitch event, Tuntunre had been building through a series of pop-ups across Lagos, Abuja, and London.

At its London pop-up, the brand sold about 80 percent of its available stock. That level of response gave an early signal that the product was connecting with customers beyond its immediate market.

For a new brand, that kind of traction is not common. It shows that demand is not limited to one location.

A risk that paid off

According to the founder, Temilade Salami, a Nigerian climate education and communications expert and author, attending the Innovate pitch event came with a level of risk.

After investing time and resources into multiple pop-ups, the decision to travel for the pitch meant committing even more to a business that was still new.

The move paid off, as Tuntunre finished second overall at the event, gaining both visibility and early validation. The moment reflected the emotional weight of the journey behind the brand.

Built around purpose

At the centre of the brand is a focus on sustainability. Tuntunre works with recycled denim, turning used jeans into new fashion pieces and accessories. This approach is aimed at reducing textile waste while giving new value to materials that would otherwise be discarded.

The founder has also emphasised a personal connection to the work. Beyond the product itself, the business is built on a clear interest in sustainability, customer interaction, and the idea of creating something meaningful.

There is also an economic layer to the model. By involving local production and craftsmanship, the brand contributes to small-scale job creation and supports people within its supply chain.

Why this is gaining traction

Sustainable fashion is gaining more attention globally, but it is still an emerging space in Nigeria.

As conversations around waste and environmental impact increase, more consumers are beginning to pay attention to how products are made and where materials come from. This creates room for startups that offer alternatives to traditional production methods.

Tuntunre is part of a small group of brands exploring this space locally, combining environmental awareness with everyday fashion.

A different kind of startup

For a startup that is only a few months old, this level of progress points to strong early momentum.

Tuntunre operates in a space that is less crowded compared to more common Nigerian startup sectors like fintech or logistics. Its focus on sustainable fashion, combined with early customer response and visibility from the pitch event, makes it a notable example of a different kind of startup emerging in the ecosystem.

While it is still early, the signs so far suggest a business that is building steadily and finding its audience.