My Heritage
Afrocentric design
Freddie has a genuine love of Afrocentric design, and a particular passion for Afrocentric artefacts which he began collecting as a child! As a champion of diversity in all areas of life, design no exception, he relishes bringing Afrocentric concepts and materials into his customers’ homes and spaces, fusing them with other styles – to spectacular effect! He’s also grateful of the platform and opportunity he has to give something back to communities that are often unseen or hidden from the mainstream eye.
Afrocentric inspiration
Freddie is the son of a Nigerian father and Irish mother. His heritage is woven into his design choices, with a variety of Afrocentric pieces on display in the Do South showroom and in his project work – through his choice of colour, accessories and soft finishes.
Creative Conviction
As well as being passionate about design, Freddie’s a keen musician and for him achieving the ideal design is akin to finding the right combination of notes in a piece of music. Big on personality, and on style, through his work Freddie seeks to share his creative vision and unwavering conviction in the direction of space. He sums up his approach to creativity as “intuitive, coming from your own gut-feeling about the way you want to do, be cute and create things”. Never shy away from being an individual, he also advocates having the courage to be authentic and bold by tapping into things that make you different as a part of your design.
Afrocentrism
Afrocentrism is not the story, it’s the story of the journey – the historical timeline, beliefs and events that explain how those of African origin came to be where they find themselves now.
At Do South, we embrace all things Afrocentric. Creative Director Freddie Oke is proud to be of Irish-Nigerian descent and he enjoys celebrating his roots through his work. In design terms, Afrocentrism means looking to African heritage and creatives for ideas and inspiration. It means using traditional colours, patterns, and artefacts (either as they are or with a contemporary ‘twist’). It means supporting and empowering creatives and businesses of African origin. It also means using sustainable, ethically-sourced materials and brands. Last but not least, it means giving back to the African community, allowing its members to develop, upskill, and prosper.
