In the high-paced world of Lagos nightlife, few names carry as much weight as Idowu Adeyemi, popularly known as Yhemolee. Known to his millions of followers as “Olowo Eko” (The Wealthy Man of Lagos), he has long been the ultimate connector. However, in 2025, Yhemolee transitioned from the “King of Nightlife” to a serious fashion entrepreneur with the launch of his brand: YL Kollective.
But as he steps into the fashion arena, he finds himself navigating a crowded market and the occasional social media scrutiny.
A Crowded Market
Yhemolee is entering a marketplace that is increasingly dominated by celebrities and socialites. From the global success of Yinka Ash’s Ashluxe to various capsule collections from music stars (Zlatan’s ZTTW) and influencers, the “Celebrity-to-Designer” pipeline is in full swing.
Streetwear has become the new “Socialite’s Business Card.” For Yhemolee, the challenge isn’t just about making clothes; it’s about proving that YL Kollective is a legitimate fashion house rather than just another influencer merch line. By positioning the brand as a luxury label with a “limited drop” model, he is attempting to carve out a space that feels more exclusive than the competition.
The “Dollarization” Controversy
The brand’s launch was not without its “Lagos Drama.” Shortly after the physical store opened its doors, a video went viral on X (formerly Twitter) showing customers purchasing items using foreign currency (USD).
The footage sparked a mild uproar and a heated debate about “the dollarization of the Nigerian economy.” Under the Central Bank of Nigeria (CBN) Act of 2007, the Naira is the only legal tender for the payment of goods and services within the country. To many critics on social media, the sight of high-end boutiques accepting dollars while the average Nigerian struggles with Naira volatility felt like a display of elitism that flouted national law.
While supporters argued that a luxury brand with global aspirations needs to be flexible for international clients, the optics created a friction point. It highlighted the tension between the “Olowo Eko” lifestyle of opulence and the regulatory realities of doing business in Nigeria.
The YL Aesthetic
Controversy aside, the craftsmanship of the collection speaks for itself. The initial rollout of YL Kollective features:
- Signature Headwear: Structured, luxury caps that have quickly become a status symbol.
- An Underwear Line
- Streetwear Staples: Heavy-duty hoodies and co-ord sets designed for the “Nightlife Regular.”
The “Olowo Eko” Effect
The success of YL Kollective will rely heavily on Yhemolee’s “cultural currency.” His inner circle includes the biggest names in Afrobeats, and when icons like Asake or Poco Lee are spotted in YL gear, the brand has the advantage of transcending traditional marketing.
In the meantime, Yhemolee has proven that he understands “drop culture.” By keeping supply low and prices high—with some items reportedly starting around $200—he is leaning into the exclusivity that defines the Lagos elite.
