Seguntuyi Onakoya: “My dream is to make the University's hoodies”
Like his father, Seguntuyi studied at the University of Hull. He’s since built House of Tuyi – a fashion brand rooted in culture, community and inclusion. From student union rep to sold-out pop-ups and gallery catwalks, he reflects on finding his voice in Hull.
Degree
MSc Advertising and Marketing
Year of graduation
2024
Current occupation
Fashion Designer, House of Tuyi
What attracted you to study at the University of Hull?
My dad studied at the University of Hull - that was the first draw. Afterwards, it would be the fact that the University aligns well with the motive and desire for a more inclusive culture and environment, and this is what my clothing brand also represents.
What was your student experience like? How involved were you, and what is your connection with the University of Hull now?
It was one of the best experiences. What stood out was the joy of seeing so many cultures and backgrounds learning and growing in the same building - sharing experiences, being in groups, teams and executing projects and seeing that level of brilliance from various cultures. The environment was just perfect.
My role as BAME rep gave me a different learning experience, one that I implemented in my business, all thanks to the opportunity I was afforded by the University.
I was involved in a lot of activities and enjoyed every bit of it. I was the course rep for the Advertising and Marketing Masters students, I was also the Black, Asian, Minority and Ethnicity representative for the student union (HUSU). This group connected me to a lot of cultures, helping them settle well at the University. My role as the BAME rep gave me a different learning experience, one that I even implemented in my business, all thanks to the opportunity I was afforded by the University.
“I want to showcase my designs
and represent inclusivity and diversity”
Tell us about your business, House of Tuyi. What was your inspiration, and what is the aim of the company?
House of Tuyi is my clothing brand. My inspiration came from what I think the world would look like if there was more acceptance of culture and diversity and how people from various backgrounds would thrive off that acceptance and inclusion. It's a reflection of my fashion sense, way of life and what I intend to do to infuse and implement inclusivity and diversity to make it a wholesome brand. This is the reason I love my work.
The brand is aiming to dig deep and make more clothes from different cultures, representing more people from different backgrounds. We want to get to a point where people can shop with us by culture and country. We’re doing research into how people want to be represented and translating that into clothing design.
We also want to be recognised as a Yorkshire brand, promoting Yorkshire culture in the Arts industry. Through our work, we want to bring people back to seeing Yorkshire as an area of talent and get them to see that culture is well represented here.
How has your involvement in events across Hull helped shape your recent success?
Our amazing journey with some high-profile art organisations started with the first ever pop-up sales we had as an international brand in Hull. We sold out our pop-up summer show in Hull and made it into several magazines. It was exciting as we started getting calls and opportunities to do projects with other organisations.
The brand is aiming to make more clothes from different cultures. We want to get to a point where people can shop with us by culture and country.
The Wilberforce Institute was one of our first big projects when we were invited to participate in an event by a group called Sound of Our Skin. They were doing their first festival promoting racial equality, celebrating diversity and amplifying marginalised voices in Black History Month. I had a rare opportunity to represent black music and its relationship with fashion in a project called Echoes of Our Heritage: How Fashion in Black Music Time Travels.
One of the highest privileges I have had was the opportunity given to me by the University of Hull to speak to the new Advertising and Marketing students about my journey and the success of my sold-out summer pop-up sale in Hull. It was a great honour and I was glad to give tips to the students. I also gave internships to two students to give them work experience doing some marketing for House of Tuyi.
My work with Ferens Art Gallery is still ongoing. Ferens asked my brand to be a part of their ongoing project called Seen & Unseen. This is a project where they bring out various unseen and underrated artists that paint and draw, exhibiting their work in the art gallery for three months. House of Tuyi worked on the preview and the full runway - turning these paintings and drawings into clothing.
My biggest dream is to make the University's hoodies. I want to showcase my designs and represent inclusivity and diversity – values that are so important to the University.
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