Inspiration comes from life itself. There is a way creatives soak up on things around them and express in their release, sometimes with no clue of where the original inspiration comes from.
- Name: Osinulu Ayodeji
- Current title/ company? What’s your motto?
Creative Director / Dèjì Eniolá / Lifestyle of success
- Year you launched the company: 2012
My ComeUp Story
- Educational background? Are you self-taught or did you study fashion design?
I am self-taught. I mean I didn’t attend any fashion school, not that I didn’t want to but I couldn’t because of cost. Although I took tailoring lessons.
- 5. What sparked your interest in fashion? Describe the journey of creating your first piece?
I have always had this predilection for exquisite fabrics and fine tailoring as my Dad happened to be a huge fan of well tailored suits and rich fabrics . I remember him taking me fabric shopping from a time I was about 12, whenever he was about to change his wardrobe of french suits , then he often asked me “what do you think of this one compared to that other one? And other questions of that sort” I guess I can attribute those times to what sparked my interest in fashion. My first piece made was actually a skirt for my Mum, it was a white lace skirt my mum had really wanted to make and had placed her order with the seamstress I was taking tailoring lessons from back then. Without her knowledge, the seamstress had me make it for her instead and presented it to her as a gift from me. She was delighted.
- 6. How did you start believing in your own work and talent? What made you take fashion more seriously and make a career out of it?
I often times would have images running through my head and mind -sometimes it’s difficult to know which they run through really .. laughs! Nevertheless these images are so clear and distinct, it creates a strong yearning to reveal what’s been shown unto me by God to the world. So it’s never been a case of myself not believing in my work or talent, rather it’s been a case of me finding a medium of expression, an opportunity to release. I remember how I would make CV’S and just hunt all the fashion houses I know and could find in Lagos back then. I was hoping I would find an opportunity to express the ideas fed me. I mentioned the ideas are from God because there s no other place from where images of dresses, suits and shirts I have never seen before come into my thoughts.
What made me take fashion seriously? I have always been a firm believer of “pursue that which you love because it’s the only place you can’t be rivalled”
- What is the biggest lesson that you have learned since you started your company?
Have a personal direction. Know what style and fashion is to you as an individual. Have your own solid interpretation.
- Breaking into the fashion industry isn’t an easy feat. What advice would you give to up-and-coming designers? Marketing tips?
Well the answer to the question preceeding this one comes as first tip. Second is, fashion is very broad, you possibly can’t take on all the roles in your company yourself, hire the best hands you can find. Your business is only as strong as your team.
Marketing tips? One solid advantage that smaller brands have over bigger brands is social media. Make good use of your instagram or twitter to promote yourself. It’s a level playing field for everyone there. Sometimes you might just be savvy at one, maybe it’s instagram or Facebook, showcase yourself creatively and use the right hashtags. The world will notice you with time.
- 9. Do you recall any embarrassing moments you had during your come up?
Well I had my share of those but frankly none readily comes to mind as top. I can however tell of a time I was still in paid employment, I was serving as a youth corper in a leading Nigerian bank. This beautiful lady had an issue with a transaction on one paticular day and was directed to me, I helped her out and we got talking, it so happened when she was leaving, I saw her off to the door and then she asked me “are you into anything else ?” Apparently she was also in the fashion industry and I just blurted out “yes I am a fashion stylist as well” (I started out as a writer/stylist by the way). I mean… I wasn’t looking the part because I was broke but I knew every trend and news on fashion. She looked me all over and in my head I was thinking “please just over look my shoes and go on your way” then she replied “I don’t like your shoes” somehow I managed to fire back “Neither do I” and I guess she got the point as she smiled.
- 10. Tell us about a time you were faced with insurmountable odds, yet persevered to overcome?
We received this wedding order of a groom and 8 groomsmen. Only about four groomsmen were in Nigeria to be measured by us. The groom and the other 4 groomsmen had to send in their measurements. They happened to arrive in Nigeria about 4 days to the wedding, you wouldnt want to know how wrong were the measurements sent in. Somehow, we got to speed and had everything adjustable adjusted to fit. At the end of the day, it was a happy groom, a proud bride and smiling knights (groomsmen)
My Daily Behind the Scenes
- What is your typical week day and weekend like? What do you do when not working?
Still pretty difficult to define for a weekday, sometimes I m out all day sourcing fabrics, other times I m with my cutters and we looking at how best to achieve a cut or the other for a client(s) and still some other times, I m cutting and sewing myself. For weekends, it’s pretty much same, asides for church on Sundays, I guess for beginner entrepreneur, one leads an almost boring life to overcome inertia. Once everything starts rolling, then it gets more interesting.
What I do when not working ? I try to study, most times I see a movie or I just chat up with friends. Basically what every normal person does. Laughs
- 12. Where do you find your inspiration?
Inspiration comes from life itself. There is a way creatives soak up on things around them and express in their release, sometimes with no clue of where the original inspiration comes from. Inspiration for me comes mostly from abstract things of life; emotions, lifestyles and aspirations.
- How did you initially source materials and manufacturers?
Material sourcing for me is as basic as it gets. I visit merchants, I check out their collections, ask questions and when I m satisfied, I place my order.
- How do you produce and distribute your designs?
I produce locally. Presently their is a shortage of retail outlets for premium menswear clothing and accessories in Nigeria. However we would be e -tailing on the brand’s website which is due for launch in couple of months from now. For now, we sell on e-taliers as www.Ibimstyles.com and soon enough on www.ItsMadeToOrder.com
- Once you have the product, how do you get the word out ?
IMC I guess; we use our social media, advert campaigns and very soon, we d be sending out newsletters on a regular basis.
- Do you scope out the competition, or are you so tailored in your aesthetics that it isn’t necessary?
I think no matter how different and ahead one’s brand is from the closest competitor, it’s always good to know ones competition. Without that knowledge, you can’t have a realistic S.W.O.T analysis.
- What songs do you listen to that psyches you up and makes you feel strong?
Kanye ‘s first and second album; college drop out and late registration. Also John Legend.
- What is one thing you do when you’re feeling stuck creatively?
I leave and do something else entirely different from designing. Then I return later on.
My Now, My Future
- What would you like to achieve before the end of 2016?
Have a show room I guess. Right now, we do home and office consultations. I know that’s the model the business is hinged on, nevertheless it will be nice to have a showroom where clients can come in and see how best to wear a piece and get an immediate feel of the dejieniola world.
- What is the most meaningful project you have done? What would your dream project be?
Every project we embarked on has been meaningful. However if you mean the most impactful to the brand so far, it’s the showcase at Lagos fashion design week 2015 in conjuction with Style House Files at the Federal palace hotel in Lagos, Nigeria.
- What’s one dream you’ve achieved that you’re most proud of and why?
Starting out. It’s the most important step an entrepreneur can take. It’s what leads to other feats.
- Name a charity you are passionate about & explain why it matters to you. How do you show your support?
I would love to support kids in foster homes beyond the basics. I mean give them a sense of belonging in society. It’s one of the projects penciled down for execution.
- If you could go back in time, what advice would you give to your teenage self?
Talents and gifts are not enough. It’s important you learn the ropes and start out early.
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