Setting up a formidable fashion brand in Kenya
James explains how a transformative opportunity shaped the trajectory of Itikadi Fashion House.
Fashion is deeply ingrained in James’s family history, with a lineage that spans generations. It all began with his grandmother, who crafted garments for children, followed by his mother, who honed her skills in sportswear and uniform design. Now, James Ong’weny continues this legacy with his own venture, Itikadi Fashion House, a name derived from the Swahili term meaning tradition or ideologies.
After completing his degree, James secured a job to support himself financially while nurturing his passion for fashion on the side. Investing his earnings into a sketching course, he equipped himself with the technical skills necessary to bring his design visions to fruition. It was during this time that the seeds of Itikadi Fashion House were planted, as James channelled his newfound expertise into developing his own brand.
Initially, Itikadi Fashion House operated as a part time endeavour, focusing primarily on men’s wedding attire. However, as James witnessed the growing success of his venture, he made the bold decision to commit full-time to its expansion. Yet, despite his determination, James encountered numerous challenges stemming from his lack of industry experience and expertise. Undeterred, he sought to fill these knowledge gaps by embarking on an internship at VIVO, a renowned fashion brand, where he immersed himself in every aspect of the industry.
James’s dedication and hard work paid off when he was offered a senior design position within VIVO’s Safari and Zoya Brand, a testament to his talent and perseverance. However, amid his career ascent, James felt a pull towards entrepreneurship and a desire to carve out his own path in the fashion world. It was during this pivotal moment that he stumbled upon the Creative DNA programme, a transformative opportunity that would shape the trajectory of Itikadi Fashion House.
The Creative DNA programme provided James with invaluable insights into the intricacies of the fashion business, from strategic planning to cost management. Interacting with industry leaders and fellow participants enriched his understanding and inspired new approaches to managing and growing his brand. Armed with this newfound knowledge and a renewed sense of purpose, James set his sights on elevating Itikadi Fashion House to new heights.
With plans to open a flagship store and expand into men’s ready-to-wear collections, James is poised to cement Itikadi as a prominent fashion brand in Kenya in the coming years.
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