True friends are the only ones who can pick you up when the world lets you down.

In commemoration of Friendship Day on the 30th of July, African urbanwear label, Maindrag XYZ presents the opportunity to appreciate your friends with the launch of the ”Omo’yami” streetwear campaign.


previous arrow
next arrow
Slider

Omo’yami is a Yoruba slang, commonly used on the streets to endear a friend who is very close to you. The term is a hyperbole for “my friend” and it literally translates to “my mother’s child”, which means you love your friend just as you would your sibling.

The campaign also features documentary interviews with longtime friends, as they talk about their bond and recall keen memories from the past.

Go to maindrag.xyz/omoyami to order the Omo’yami tees for a friend.

Maindrag is an African-urban streetwear label that delights her followers with a new streetwear campaign every other month. Streetwear artist Tobi-Bolaji Idowu, together with a collective of emerging creatives, set out to use culturally relevant streetstyle themes in stirring social consciousness amongst youths.

Lookbook Credits
Photography: Wunmi Bayo
Model: @mrmakeit_ike & Utibe

Documentary Credits
Friends (1 of 2): Olufade Victoria, Lawale Eniolu, Dada Tolulope, Alloh Iroro
Friends (2 of 2): Deji Onadeko, Damian Ynotes
Filming assistant:  Ifeoluwa Ogundimu
Director: Wunmi Bayo 
Producer: Maindrag XYZ