The fashion industry has undergone incredible changes over the last decade, bridging the gap between culture, creativity, technology, and commerce.
African fashion is reported to possess a value of $15.5 billion worth of annual exports and is expected to triple by 2050. This proves that the African fashion industry is one of the fastest-growing industries in the world.
Young African fashion entrepreneurs are constantly on the rise to boost this massive growth with their innovative styles and textiles. One of such persons is Izzi Ekhahiemen, a fashion model, designer, and founder of the eponymous label Izzi Wears.
Izzi Wears is all about using African fabric for self-discovery, self-expression, and personal branding. With a passion for celebrating people’s unique identities and promoting inclusivity in the fashion world, Izzi has redefined the boundaries between traditional African designs and contemporary designs.
Izzi’s journey began with a strong zeal for fashion, and a vision to create a unique brand identity. As a fashion entrepreneur, he not only designs clothing but also manages the business aspects of his brand, from sourcing materials to marketing and sales. His role extends beyond the drawing board; it includes the challenge of storytelling through fabric and bringing African culture to the global stage with innovative designs.
Born and raised in the bustling city of Lagos, Nigeria, Izzi grew up surrounded by beautiful colours, patterns, and traditions of African culture. He began as a child fashion model until his adulthood when he discovered that there could be more in store for him in the fashion industry; something that could make him stand out and make an impact.
Izzi soon hit the runway for the famous Fashion Modela Couture while undergoing training in fashion design at the School of Fashion and Textile, Lagos. Then, in 2013, he took a bold step to launch his fashion label, Izzi Wears.
Challenges on the Path to Success
Building a brand like Izzi Wears was not without its hurdles. One of the primary challenges Izzi faced was finding the perfect balance between traditional and contemporary designs. He aimed to create pieces that resonated with both lovers of African heritage and lovers of modern fashion. How can he merge both and still meet the needs of his audience? Izzi committed himself to this task through extensive research and innovative thinking.
Additionally, sourcing high-quality, sustainable materials that reflect African culture while meeting contemporary standards was another significant challenge. This also had to be accomplished ethically and sustainably.
Market penetration also posed a considerable challenge. Breaking into the competitive fashion industry, especially with a concept that merges two distinct design philosophies, required strategic marketing and brand positioning. Humans are insatiable, so Izzi had to ensure that his brand stood out in a saturated market, appealing to a diverse audience with varying tastes and preferences.
Successes along the way
Despite these challenges, Izzi’s dedication and innovative approach have led to notable successes. Izzi Wears has become synonymous with quality and uniqueness, garnering attention from fashion lovers worldwide. He has partnered with other young designers like himself, telling the African story most uniquely. This has led to Izzi’s features in fashion shows, magazines, and online platforms.
The best part is that Izzi’s work has inspired other African designers to explore their roots and incorporate them into their designs, hence, setting African fashion on a global scale.
Izzi’s journey as a fashion entrepreneur reveals the power of passion, dedication, innovation, and creativity. Through his brand, Izzi Wears, he has created a platform that not only displays his designs but also tells the beautiful story of Africa.
