Irene Stitches is a Nigerian small-sized, for profit ready- to -wear (RTW) and custom fashion brand that was established in March 2015 and owned by Irene Idehen. Irene stitches first started off with making of adult female wears particularly jumpsuits were its area of specialization. In 2017 the brand diversified into female children wears mostly from 0-24 months upwards. Besides making traditional clothing and fabrics, Irene stitches designs and produces contemporary clothing and patterned fabrics that combine aesthetics, attention to detail and excellent craftsmanship. Considering corporate social responsibility to be an increasingly important factor in buyers' decision making, the brand sources its fabric materials ethically and with minimal environmental impact. Irene Stitches has the CEO and staff as it’s internal audiences, while the external audiences includes the general publics, young individuals, millennial and generation Z especially women, and children. Another external audience of the brand is individuals that value high quality products and services and associate with desirable, fashionable brands that are still reasonably priced. The apparel business has an inclusive tagline which is “Shop your style”, while their vision aims to make sustainable fashion affordable for everyone. The brand’s values include integrity, cultivating diversity, quality, teamwork, inclusion, and community service. Throughout the company's relationship with its customers and stakeholders, it has demonstrated these values.