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Sound Minds With Tolu Afilaka
#37 - TDA (THE DARE ALIU) : From Poverty to Building One of Nigeria's Biggest Fashion Brands
Nigeria needs more people speaking sense, not nonsense.
That was one of the first things Engineer Dari Aliyu said in this conversation.
And honestly, it set the tone for everything that followed.
Most people know Dari Aliyu as the founder of TDA, one of Nigeria's most respected fashion brands.
What many don't know is the story behind the success.
He lost his father at the age of two. He was raised by an uneducated mother. His older siblings sacrificed everything to keep the family together. He earned a scholarship into King's College, studied engineering in Russia under one of the toughest education systems in the world, and eventually built a brand that thousands admire today.
But this conversation is bigger than fashion.
It's about education, discipline, faith, value creation, poverty, success, ambition, family, entrepreneurship and the mindset required to build something meaningful from nothing.
Dari shares lessons from his childhood, why he believes school is still important, why success is often misunderstood, how Russia shaped his thinking, the sacrifices behind TDA's growth, and why the pursuit of value matters more than the pursuit of money.
If you're a student, entrepreneur, young professional, founder, creator, or simply someone trying to build a better life, this episode is packed with practical wisdom. Much of the discussion centers on education, discipline, value creation, overcoming hardship, and building a meaningful life through consistent effort and personal responsibility.
This is not just a conversation about business. It's a masterclass on life.
Sound Minds Podcast
Hosted by Tolu Afilaka
What was your biggest takeaway from this conversation?
00:00 – Why Nigeria Needs More People Speaking Sense, Not Nonsense
01:33 – Meet Engineer Dari Aliyu
02:25 – Losing His Father At 2 & Growing Up With Nothing
04:19 – Why School Is Not A Scam
07:50 – The Biggest Misconception About His Background
10:07 – How His Mother & Siblings Saved The Family
12:24 – Winning A Scholarship Into King's College
15:56 – The Harsh Reality Of Studying In Russia
18:58 – Inside One Of The Toughest Education Systems In The World
21:07 – Why He Returned To Nigeria Instead Of Staying Abroad
23:42 – His First Job & Lessons About Money
27:19 – The Definition Of Success Most People Get Wrong
32:46 – How TDA Was Started
36:39 – Building A Fashion Brand Like An Engineer
39:35 – Why Society Celebrates The Wrong Things
42:56 – Growing TDA Through Difficult Times
47:58 – Surviving COVID & Reinventing The Business
51:17 – Meeting His Wife & The Power Of Divine Timing
54:30 – Success, Failure & Personal Growth
58:22 – Faith, Purpose & Finding Direction
01:02:18 – Protecting The TDA Brand & Building New Ventures
01:05:47 – The Principles That Changed His Life
01:09:57 – Final Advice For Young Nigerians
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