Florentina Agu, founder and artistic director of
Hertunba
is breathing new life into Nigerian craftsmanship. Her brand is an ode to African culture and femininity, built on the pillars of the sustainable development and heritage preservation. From Lagos to international trade shows such as Who’s Next in Paris, Hertunba has established itself as a brand that celebrates its roots while embracing modernity.
A committed brand
The name Hertunba is more than just a label; it embodies Florentina Agu’s vision. Each piece is meticulously crafted in Lagos from recycled fabrics and ancestral weaving techniques. It’s a brand that tells a story, that of the modern African woman and her sisters around the world, offering them bold, elegant creations.
Hertunba’s identity rests on three fundamental pillars:
Sustainability
Sustainability: Production is carried out in small batches, and the use of recycled fabrics minimizes waste.
Cultural preservation
The brand revives and reinterprets indigenous weaving traditions such as Akwete and Aso Oke, infusing cultural heritage into every design.
The link with the diaspora
Hertunba creates contemporary pieces that enable women around the world to wear their roots with pride.
Distribution and communication
To reach its customers, Hertunba relies primarily on its
e-commerce platform
. This strategic choice enables quality control and strengthens the bond with the community. The brand also uses events
pop-up
and collaborations to increase visibility.
Brand communication is based on
storytelling
via Instagram, TikTok and newsletters. Hertunba shares behind-the-scenes creative insights, sustainable practices and rich cultural heritage. The goal is to educate, inspire and create meaningful connections with a community of women who recognize themselves in the brand’s story.
A presence at Who’s Next Paris
Hertunba’s participation in the Who’s Next show in Paris was a milestone for the brand. It was a unique opportunity to showcase its story on a global level and meet buyers, editors and influencers who share its values. The brand has forged collaborations with stylists and celebrities to extend its reach and align itself with personalities who champion sustainability and cultural pride.
The future of the brand
For the future, Hertunba is focusing on responsible growth, continuing to deepen its collaborations with local artisans and expanding its presence on international markets. The brand remains true to its values, as summed up perfectly by its founder:
“Hertunba is a love letter to African women, to their resilience, beauty and strength. I wanted to create something that preserves our culture while reinventing it for the future.” – Florentina Agu
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