Seventh, a London-based label founded by 31-year-old Bukki Ojo, is known for its elevated, minimalist staples. What began as a market stall in Camden grew into a considered brand rooted in authenticity, premium materials, and a refined understanding of everyday dressing. While some associate Seventh with the ‘quiet luxury’ movement, Ojo doesn’t see it that way. “Trends come and go. We’ve been doing this from the start, and we’ll continue long after the trend fades,” she asserts. Built on years of experience in curating vintage, Seventh distills the best elements of archival fashion into something new, wearable, and lasting. The brand offers quality loungewear, shirts, slacks, and denim that stay within the $220-$310 price range.
Ojo’s journey into fashion started early, in her teenage years. In 2011, at just 17, she started her first brand Bukki, reworking vintage denim with African fabrics. The brand quickly found its way onto the racks of Topshop, Urban Outfitters, and ASOS. But the excitement of early success came with challenges for the young entrepreneur. “I didn’t understand how to run a business,” Ojo recalls, reflecting on the financial struggles that ultimately led her to step back after four years.
Instead of giving up, she doubled down, enrolling in the London College of Fashion for a master’s in Fashion Entrepreneurship and Innovation in 2014. It was during this time that her mother also suggested she start selling her surplus of deadstock denim from her first brand at Camden Market. Inspired by the decade she grew up in, Ojo named her stall 90ZBACK. This decision would unexpectedly become the foundation of Seventh.
What began as an effort to clear out her surplus stock soon turned into a full operation. Ojo spent hours talking to customers and building a community around her business. Over the years, she expanded her sourcing across the UK and Italy, learning firsthand what her customers loved in terms of silhouette, fabric, and style.
By 2018, 90ZBACK outgrew Camden Market, transitioning from the outdoor stall to a retail store on Shoreditch High Street. And after five years of selling vintage, Ojo found herself wanting to create and design again. Inspired by her best archive pieces like Maharishi trousers and heavyweight Nike hoodies, she took on the task of refining and elevating these timeless staples. Her first 90ZBACK collection was a success. Encouraged by the response, she knew it was time to start a fresh brand.
Seventh officially launched on November 7, 2020. The name came to Ojo during Covid lockdowns, as she got by reading the book of Hebrews in the Bible. “It mentions that on the seventh day, God rested. That resonated with me,” she says. Having lost her mother in 2018, Seventh became her refuge, community, and source of comfort. These elements manifest themselves in her brand’s visuals, with warmly inviting campaigns often starring families and friends. “Our aesthetic is about feeling effortless, elevated, and welcoming,” Ojo explains.
Rather than overcomplicating fashion with intricate narratives, Seventh embraced a stripped-back philosophy. “We want people’s lives to become simple through our clothes,” Ojo says. “Selling vintage allowed me to see what people truly loved—what lasts.” Instead of chasing trends, Seventh hones in on refining silhouettes, choosing high-quality materials, and designing with longevity in mind. “Cut, color, and material. That’s our focus.”
Through this grounding approach, Seventh pieces become an extension of the wearer’s lifestyle, designed to be worn and re-worn without a second thought.
See Seventh’s full Complex Shop assortment here, and our Women’s History Month edit here.
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