In less than two years, Blu lab, the Abidjan concept store founded by a collective of five creatives (Gaston Oueadraogo, Jean-Yves Kouassi, Yann Seba, Ange David and Aïcha Koné) has become home to a new generation of streetwear-influenced Ivorians. A go-to spot for partying, shopping, or just hanging out, Blu lab is now offering a new experience – a store-in-store entirely dedicated Djainin. This brown-hued, dimly-lit and cushy space is in stark contrast with the raw concrete floor and walls that make up the rest of the store.

"Djainin is more than just a brand. It's a cultural manifesto. Devoting a space to it shows that Africa has their own denim brands, with their own narratives," explains Ouedraogo, business partner of the brand's designer, Jean-Yves Kouassi.

Djainin became an overnight sensation in 2023 with its debut collection of denim pieces sporting pictures of Marie Thérèse Houphouet Boigny, the wife of the first Ivorian president. The same streetwear-meets-vintage African bourgeoise combo influenced the store's spirit. Kouassi and Ouedraogo drew inspiration from the offices of former African leaders for the wood panels, plush beige carpets, and comfy red poufs that dominate the space. On the wall is a picture of Mrs Houphouet-Boigny as well as some other memorabilia. The project was overseen by interior designers Joyce Nogan and Jean Raymond Soro, who mixed vintage finds and custom-made pieces by local artisans.

Only a smattering of pieces hang on the racks, notably track suits and knitwear adorned with the logo of the Franc CFA, the much debated West African currency. Djainin, which will soon unveil a collaboration with a major fabric brand, is also looking to expand into other retail concepts around the world. "Djainin was born to travel," says Ouedraogo.