Its about story telling and celebrating individual uniqueness. Onwuchekwa the brand is an urban luxury high street brand that straight up defies all norms of fashion. A brand that’s sees fashion as a means to tell stories that encourages people to celebrate their uniqueness.
Largely recognized for its unique, prominent and recognizable aesthetics, Onwuchekwa the brand is out to tell an intimate fashion story.
Still smarting from the recent release of the “What’s in my name” collection, we caught up with the creative director of the eponymous brand to share the Onwuchekwa brand story.
Chikezie Daniel described Onwuchekwa as a priceless luxury brand.
First of all, everything created from start to finish should be seen as luxury, regardless of the price point. Time and effort was put in, and that on its own is priceless.
The brand is simple but very memorable. Looks easy but super difficult to duplicate, and keeps lingering.
Onwuchekwa is my surname and it means “death should wait” a positive declaration and that’s what I want people to be reminded of each time they see or hear about the brand.
Aesthetics are a huge part of brand. Different elements, cuts and details from previous collections always come to play in the next collection. So it’s one intriguing and endless story.
I’m inspired by the weirdest things, like the words in a song, the way books are stacked on a shelf. It’s a weird but really fun process.
We tried to find out which of his collection or design he considered the most successful and he said it will be difficult to say for sure. He however said that during photo shoots he tries to predict the ones that should be made into more accessible item, and not become too watered down.
Some styles are underdogs and later become forerunners.
We asked him what he thinks is the biggest misconception people have of fashion designing.
People think fashion designing is easy, but the business of fashion is another level entirely. People also think fashion designers are stuck up and proud.
We asked him to compare Abuja and Lagos fashion
The Abuja fashion scene is a lot more conservative, while Fashion lovers in Lagos are more fearless.
One of Chikezie’s biggest assets is his ability to plan and plan well.
I consider myself a careful planner. This comes in very handy when dealing with a lot of detailed based design. Being a careful planner really helps.
Chikezie’s love for fashion runs very deep but we sort to know if he has ever considered quitting.
Many times, I have considered quitting and I’m almost certain it’s the same for some people in other industries. Winston Churchill said, Success is not final, failure is not fatal. It’s the courage to continue that counts.
My advice is to pray for courage to start and keep going. Don’t wait for perfect because that means not starting at all.