The definition of RUDE

With an acronym that could be easily misconstrued to promote a subversive youth culture while in reality standing for Reveal Ur Determination and Energy, Peter Uwaifo's Rude Clothing Company has creatively hatched out a niche for itself in the ever growing Nigerian streetwear design genre. There are massive potentials for street wear labels in Nigeria, given the large youth population, the expanding music and film industries that have built a following across the globe and the patriotic zest that has coined a generic and much touted 'Naija' brand. Peter's Rude Corp has tapped into these dimensions by bringing a unique design essence to streetwear using strong graphical motiffs right since his undergraduate days at the Covenant University and now as a postgraduate student of architecture at the University of Lagos, he seems set to take his clothing label to higher grounds. Meet Peter Uwaifo as he chats with Nike Fagade on Rude Corp and more.
-Ayodele Arigbabu

WHO IS PETER UWAIFO?
I am from Edo State, born in the UK and lived there till I was 8 years old. I am a 24 year old graduate of Architecture from Convenant University. I am working on my Masters Degree at the University of Lagos.

HOW AND WHEN DID RUDE START?
RUDE started in 2003. It started as just play, I wasn’t thinking of making a profession out of it then.

DO YOU HAVE ANY OTHER TRAINING IN GRAPHIC DESIGNS?
No. I taught myself Corel Draw and a bit of Photo Shop. My Architectural background also contributed to my design skills. Everything graphics is related to architecture.

DO YOU THINK NIGERIAN DESIGNERS CAN COMPETE INTERNATIONALLY?
Nigerians have a particular trend in style. We sure can stand up to international standards though in our own style. Like myself, I try to portray Nigeria in my work while at the same time keeping it internationally accepted.

DO YOU DO DESIGNS LIKE OTHER PEOPLE SUCH AS CUSTOMIZING NAMES?
RUDE is a brand, it is a branded clothing name. I’m not into customizing people’s names on T- shirts. A lot of people like EFFIZY, NACK, ABBETON e.t.c. have their own unique style. I have mine and I use vector designs for geometric shapes and forms.

SO WITH YOUR TALENT AND ALL, DO YOU PLAN TO MOVE ABROAD LIKE MOST YOUNG PEOPLE WOULD?
I don’t have such plans. I don’t plan to ever live in the UK, Nigeria is my home.

WHAT WILL HAPPEN TO YOUR ARCHITECTURAL CAREER?
My plan is to go into both architecture and T. shirt designs.

ARE YOU IN PARTNERSHIP WITH ANY BODY?
I’m into partnership with a couple of people who market my brand. I like to refer to myself as creative. The sales are handled by a couple of friends because I’m not a very good sales person.

WHAT ARE THE CHALLENGES LIKE?
People don’t pay- up. Tailors don’t keep up to time. Another major challenge is that of getting tailors to give quality that matches with international standards.

TRIUMPHANT MOMENTS?
There’re always new concepts. You see things on television and try to match it with T- shirt design. One can get inspiration from a whole lot of places such as magazines, TV, internet e.t.c.

WHERE DO YOU SEE YOURSELF IN 10 YEARS FROM NOW?
I plan to develop RUDE Corp. as a media company that entails clothing, graphic arts, web designing, advertising and production.

WHERE DO YOU SEE THE DESIGN SCENE IN NIGERIA 10 YEARS FROM NOW?
I always know that change is the only constant thing. The design of today might not be versatile by then. We should improve on what we have, we should never remain stagnant. There will also be other designers involved from all over,