Popular fashion designer and consultant, Uche Nnaji of OUCH, tells Ademola Olonilua about his style, career and the Nigerian fashion industry
How did you discover your passion for fashion?
I would say it discovered me because as an undergraduate, I realised I enjoyed assisting fellow students to look good. My fellow students encouraged me into taking it seriously.
What was your ambition when you were growing up?
I had always thought I would end up as a pastor someday because in my early teens, I had started acting as a pastor and preaching on Children’s Day in the adult church. But as one grew older and got into the university, things aligned differently and I discovered that I would want to become a diplomat. That was why I studied Political Science as my first degree.
At what point in your life did you decide to go professional with fashion?
I took that decision in 2006 after the British Consulate denied me a student visa to go and study International Diplomacy and Politics. Eight years later, I am very grateful to the British High Commission for denying me visa because I am fulfilled at what I am doing today. That denial helped me align properly and discover my purpose in life. I feel great today when I see the smile on the face of a bride who just saw her groom looking good in his OUCH suit and accessories or when a man calls me to say he was picked as the best dressed at his child’s school party.
Would you say there is a clear cut difference between a tailor and a fashion designer?
I would say there is because a fashion designer can be likened to an architect who does all the conceptualising and drawings while the tailor is the builder who gives flesh to the abstract concept of the designer in most cases.
How was it like building your business and the challenges you faced?
It has been an interesting journey. I have my little regrets but it’s all part of the learning cycle and curves. Someone in the fashion industry told me five years ago that I was going to fail in what I set out to do. His reason was that he didn’t imagine Nigerians would wear Nigerian brands for long. As a matter of fact, about three other guys in the business mentioned this to me while I was seeking advice. But I’m glad I never listened to the words of men. In retrospect, I realised that it was not enough for people to form an opinion just because it happened to a few persons. Never allow man’s opinion to determine how far you will go, because seven years later, the story is completely different and we have been able to build a fashion and lifestyle brand Nigerians world over have become very proud to wear and be associated with. As I would always say, the challenges are not peculiar to me, it is the same challenges of power supply, unfavourable loans characterised by short tenures and astronomical interest rates. These are also faced by anyone starting out a business in Nigeria. But with little or no support from the government or anybody, I had determination and I ran with that and completely focused on what I set out to do in life.
What is your fashion weakness?
I have a weakness for shoes. I love good shoes. I own quite a collection of shoes.
What is that fashion item you cannot leave home without?
I doubt I can ever forget to use my perfume before leaving home.
What influences your style?
Most time my mood influences my dressing. Also, the event and location determine my style.
Is there a difference between style and fashion to you?
Style is the inner state of the individual that is expressed outwardly with what you wear or how you live, but fashion is more of what you use to form this expression.
What fashion item do you admire on your wife?
She knows what suits her figure well. But I usually love it whenever she is wearing her urban traditional outfits and the head gear to go with it.
Were you a fashionable kid?
Well, my father was a stylish man and I picked it up from him.
Who is more stylish between Nigerian men and women?
I would agree that women own fashion, but the last half decade has seen a lot of men pushing it to the limit and are more daring in what they wear.
What are the common fashion errors Nigerians make that irk you?
I can’t stand it when men button the last hole on their two-button or double breasted suits. Another thing I wish I can educate Nigerian men on is that they don’t need to wear a brooch or lapel pin and then pocket square and badge all together on one outfit. It is too clumsy.
What are the basic fashion rules people should be aware of especially while stepping out for an event?
It is a sign of proper upbringing and good manners to respect dress-codes of any event.
How do you come up with your design ideas?
I monitor the trends and society. Recently, we had to increase the thigh area of our trousers and back bend of our suits because we realised that Nigerian men have bigger thighs and back side posterior than the European men and they complain about this. That complaint led us into providing a solution which has seen most men with such challenges now smiling.
How has it been combining work with your marital role?
I try by the grace of God to always be there for my family. I am blessed because my wife is a very understanding woman who knows the nature of what I do. She is never paranoid when I get home late or if she sees me with female clients, fans and friends.
How would you describe the Nigerian fashion industry, has it reached its full potential?
No, it hasn’t started tapping into it one bit. We need support from the government and telecommunication companies because we are also part of the entertainment industry. It hurts me whenever I visit Rome and see a huge Giorgio Armani billboard welcoming you from the tarmac.
In your line of business, you must have been well travelled. How would you rate Nigerians in terms of fashion compared to other nationals?
Italians, Japanese and then Nigerians, this is how I grade them because I not only do business with all these people; we always meet at fashion fairs around the world. Nigerians dress like their lives depend on it; we don’t want to come last when it comes to style.
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