We had an online website as Bonafide Prints but then while we were rebranding to ASHABA we realized we did not need a website at the time because most of our orders were coming through our social media platforms. It’s a bit inconvenient for customers to identify something on say our Instagram page then they have to go to the website and scroll through it and find it then add to cart and check out. They found it easier to just DM (direct message) us whatever they saw on our Instagram and say i want this in this size.
Why name it ASHABA as you may ask, it’s my name and it’s african, its short, more memorable. While it was bonafide prints people used to forget what it was called and they’d have to call or text me to remind them incase they wanted to tag us on their social media bur surprisingly they always remembered my name Ashaba.
When Did You Start Thinking "Entrepreneurship" Designing/ Tapping Into The Fashion Industry?
I can say I started as an entrepreneur back in my early high school days with T-shirt branding.
What Led You Too Start This?
I actually started doing this as a business a while ago, 2016 to be specific. Before that I just used to make items for myself just to wear and feel “original” haha. It became serious towards the end of 2015 beginning of 2016. A friend of mine (Cliff Ombasa) who lives in Minessota saw one of my jumpers and wanted to get one for himself so i sent it his way. So one day he calls me and says “bro i have something i need to tell you.” To be honest I expected some bad news like he had been arrested or something like that but then he told me he wore the jumper to a party he was attending and he had everyone’s attention immediately he walked through the door. It was an african themed kind of party and his jumper was very unique. No one in the whole state had something similar. So they asked him how where he bought it from to which he responded by saying, thats his side business. Hahaha. Smart guy. So he received orders for similar jumpers from the party. I think he walked away with almost 47 orders of which more than half of those customers had already paid a deposit to him in Cash. So after that night the business started.
What Is Your Vision Through Ashaba ?
ASHABA is an African fashion brand that aims focuses on african prints and patterns with a twist of western culture. We look to integrate the fashion industry with different cultures so as to unite every individual despite race, religion, age and gender.
Tell What The Fashion Industry & Being An Entrepreneur Like In Kenya, Nairobi
Being an entrepreneur in Nairobi is tough business especially in the fashion industry. There’s alot of copy paste.
What Are The Lows You've Come Across In This Industry?
Some of the problems we’ve faced are consistency (in the early days) as all our products are tailor made. So as we all know “Human is to error” so consistency was a bit of an issue but now they (tailors) got used to making these products so they are a bit more consistent.
Distribution is also a problem coz the shipping prices are ridiculously high.
Have You Been Thinking About Growing The Brand In Terms Of Branching Into Different Places, Like Being Accessible For A Larger Audience?
Yes I’ve been thinking of growing ASHABA beyond the boarder. We want to have stores everywhere. We will start with pop up stores soon. God willing late this year.
What Are The Highs Of The Industry?
With this vision and mission in us we’ve been able to work with some great music talents in and out of the continent for some of their Music Videos, concerts, Interviews...like Diamond Platnumz(Tanzania), RayVanny(Tanzania), Wizkid (Nigeria), Tekno(Nigeria), Lola, Rae (Nigeria), The Kansoul (Kenya), Vivian (Kenya), Romain Virgo (Jamaica), Pallaso (Uganda), Avril (Kenya) just to mention but a few. We’ve also had the opportunity to work with Coke-Studio Africa back in 2016/2017
Your Merchandise Is An Eye Catcher (Daymn), Tell Me More About The Production Process. What Is The Inspiration Behind The Latest Range?
The designing of the products is more visual to me as I design all the products myself. I can see a specific material and in my mind I’ll visualize what to pair it with cause i had maybe seen something different somewhere else then I’d have to go to the artist that draws for me (I’m not very good at drawing), so I’d have to explain to them in detail. It’s actually quite funny if you saw us talking about a design you’d think we are fighting because what is in my head is not what he is putting on paper in the beginning. But he gets it right in the end and then the process starts. I handpick all the items myself buttons, zips, linings, ribs, color of threads etc I’m very specific when it comes to these things.
Is It About The Passion, Money Or Fame?
I’d say it’s about passion and money because opportunities aren’t easy to come by these days.
Typically Describe A Day At The Ashaba Quaters
A typical day at ASHABA is mostly spent at the stores/markets searching for new fabrics while those at the workshop work on the orders placed. Quite boring
Your Line Is Fresh And Vibrant, Tell Me Do You Work Alone?
Do i work alone? No not really, i have some friends of mine in different countries that help me distribute my products for a cut at the end of the day. We have tailors, delivery motorcycles as well. So no I don’t do everything myself.
By The Looks Of Things You're Young, Black And Talented Besides Clothing, What Else Are You Up Too?
Apart from fashion I’m slowly learning the ropes of event organization. A bit of farming here and there too.
What Is The Targeted Market You Looking At?
Our target market is everyone of every age, race, religion. As we have the ability to mix up all these cultures and just be ONE world under the sun.
What Is Your Mission You Want To Accomplish With Ashaba?
ASHABA looks to be on the same level as Nike in the long run or adidas. America and Europe already have these superpower brands and ASHABA will be the first Africa has had.
Where Do You See Ashaba In The Next Coming 5 Years?
We want to become a household name and not have every african talking about yeezy, gucci, jordans. We want every african to be proud of their own and the whole world at large.
I Want To Support You Rite? Where Can I Get Linked Up With Your Merchandise, I'm From South Africa, Botswana, Zimbabwe And I Want To Purchase, How Do I Go About It?
Contact: +254714036134 on whatsapp & FaceTime
Email: ashabandre@gmail.com
We do offer worldwide shipping services to customers outside kenya.
If I Wanna Follow Your Work Where Do I Get Linked Up?
Instagram : @Ashaba_official
Twitter : @Ashaba_official
Facebook: Ashabaofficial
We never give up. Keep up the good work.
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