Talk of one of the fast-rising fashion brands in town Aduwa. Ran by Ugochi Aduwa, she is highly creative and her fashion brand is top-notch as the UK-trained designer is gradually gaining more patronage day by day. Despite having a sound educational background, her love and passion for fashion made her venture into the business and she is already doing well as a fashion brand.
In a chat with CityPeople Magazine’s PROMISE BABATUNDE, Ugochi talked about what made her go into fashion business and how she is gradually growing her brand to reputation in just 3 years. She also stated what made her brand unique and different from what others offer.
Below are excerpts:
Can you tell us more about yourself?
My name is Ugochi Aduwa of the fashion brand Aduwa. Our fashion brand stands for versatility and style with class. The potential for our clients is that they can wear our outfits for different occasions by just switching up their accessories like shoes or handbags etc. They can also mix and match.
Let’s know a bit about your upbringing and academic background.
I was born in Jos, Plateau State. I hold a BSc. in Psychology, an MSc. in Public Health and also attended a pattern-making academy in Birmingham, UK.
How did you start the journey into designing clothes?
I used to work as an assistant to a fashion designer, and I was later promoted to a communication strategist. During my time there, I gained a deep understanding of the entire process of creating a garment, from taking measurements and attending fittings to providing consultations and ensuring proper fit. I also learned valuable insights into running a successful fashion business.
How long have you been in this business of fashion designing?
We still consider ourselves fairly new In the business of fashion design as we did not officially start making outfits under our brand until 2021.
What inspired you to pursue fashion designing?
As a young girl, I was always fascinated by watching my mom get ready for work or special occasions, and seeing how she put together outfits for events sparked my interest in dressmaking.
Now, here I am pursuing that passion.
Who are the people you look up to in the industry?
The very first designer I ever knew of was Zizi Cardow. I remember seeing her designs in magazines and still consider her an endearing designer. Adebayo Jones, Lanre Da Silva Ajayi, and Elvira Jude are just a few of the many designers who are doing incredibly well and whom I look up to. These are just a few local designers that come to mind at the moment.
What challenges have you faced in fashion designing and what solutions do you think the industry needs?
Challenges are constant in every business. For us, it would have to be the instability in the market when it comes to obtaining the necessary items for an outfit, as well as the unreliable power supply. We have to rely on petrol to meet our output requirements due to the inconsistent power supply.
Can you describe a turning point in your career?
This was when we decided to pursue further training and enrolled in a pattern making academy in Birmingham, United Kingdom. This expanded our knowledge of dressmaking, manipulations, and how to achieve the desired fit and finish.
What inspires you when you’re creating designs?
I find inspiration from everything around me, whether it’s a place I’ve visited, an animal, a culture, or various styles that can be transformed with just a few adjustments.
What is your favourite part of being in the fashion industry?
Just having the freedom to visualise and having it interpreted into styles for people to appreciate and wear.
In your organization, do you just style people or do you also train those who want to be fashion designers?
Currently, we specialize in bespoke tailoring and ready-to-wear clothing. While we have not yet expanded to the point of offering training, it is part of our plans. We are excited about the prospect of helping individuals who are interested in pursuing a career in fashion design.
What has kept you relevant in the fashion world?
I will say what has kept us relevant would be our ability to our commitment to staying current with fashion trends, fabric technology, and overall technological advancements. We also ensure that we remain true to our core values as we evolve with these changes.
How expensive is your brand?
“I wouldn’t say the brand is expensive. I think it is affordable for what we offer. Our prices depend on the choice of fabric, the complexity of the style, and the cost of production. We strive to keep our price point reasonable, so we’re not too pricey and we’re not too cheap.
We aim to be right in the middle. We can be reached on our Instagram handle @shopaduwa.
Can you name one thing that makes you proud of your brand?
The fact we try to repurpose to minimize waste. For instance, if we had to make a garment and depending on the cut, whatever pieces are left, we repurpose them by making earrings or necklaces or use them as applique for another outfit to make a cohesive line. So, we try to cut down on wastage.
The fashion business is a big business, would you say that you have any regret going into fashion design?
I wouldn’t say I have any regrets. The business does come with its own challenges, but we try to learn from those mistakes and challenges. So no regrets just challenges and we’ve had to learn and grow from them.
Can you tell us how you view the Future of the brand?
Fabric production in-house like tie and dye, Aso-Oke. In as much as we have been using internationally sourced fabrics, we make sure to include more locally sourced fabrics. For example, a two-piece set would have some Ankara print on the helm or collar, just a touch. We hope to expand the brand to train fashion creatives, look into 3D printing and become more sustainable.
What advice do you have for young people entering the fashion industry?
I’d suggest going for it. Take some time to do some research. If you need training, get it, and just start. Even if it’s making a pair of skirts, start because most people don’t have everything together before they start. Start, then make sure you keep learning as you go. If there are any new trends, hop on them because that will keep you relevant.
