Ghana’s streetwear and pop-culture scene is witnessing a wave of vibrancy and undergoing a quiet revolution. While it may have slipped under the radar for some, it’s only a matter of time before the movement grabs everyone’s attention.
One of the burgeoning forces taking charge is t4t Studios. A brand carving its own distinct lane in the space with unique designs and an unwavering connection to its community.
From the hoodies that have become synonymous with the brand to their more daring offerings, t4t Studios is a name that increasingly commands attention. The brand erupted through passion but has evolved into a creative culture and freedom to express the intangibles in life with one drop at a time.
After its impressive unveiling of the “Interlude” collection last year, the brand has steadily gained a cult following for its unique perspective and approach to fashion trends. Its latest offering, the just released “20T4:SUMMER INSURGENCE” is yet another step forward, in fulfilling its creative vision.
Now, having announced its anticipated “Pop Experience” event for October 5, the brand is poised to take things to the next level. But more than their eye-catching designs, their commitment to being a “brand for the people” is laudable. A philosophy that permeates everything they do, from design choices to how they interact with their audience.
What is even more admirable is the appreciation for music and the unfettered love for Ghanaian pop-music icon, Amaarae.
In our latest conversation, I dive into the origins of t4t Studios, the creative process behind their collections, their influences and love for music. Here’s what the mind behind the brand had to say with strong conviction to be a Ghanaian fashion brand in the global marketplace.
MA: What’s the story behind the name “t4t Studios,” and who is/are behind this amazing Ghanaian brand?
t4ts: Well, there isn’t much of a story… t4t (short for t4thick) is a name I gave myself. And since it’s my studio, I chose to call it that because a studio is where an artist has the creative freedom to experiment, create and share their craft. So, t4tstudios is where t4t (me) gets to experiment and showcase my work. For my team, I will outdoor them in due time. I ask the community that we are building to keep their eyes peeled for when we show them the faces behind the brand that they have come to love
MA: You know doing some background reads, I noticed the brand aspires to be “BRAND 4 THE PEOPLE”. How does this philosophy manifest in your designs and brand tenet?
t4ts: To be a “brand 4 the people” we focus on inclusivity by making diverse “out of the ordinary” designs as well as making the pieces accessible and affordable to the people. we do actively engage with our customers through a feedback system to incorporate into our designs. So basically, t4ts’ mission is to make our pieces obtainable for everyone.
MA: t4t Studios is highly known for its impressive hoodie collection. What inspired your focus on hoodies, and how do you keep reinventing this staple?
t4ts: My love for hoodies sparked the focus on them. Hoodies are a staple in streetwear because they’re the perfect blend of comfort and style. So, we decided to create one that truly stands out and isn’t what you regularly see on the market. We pushed the boundaries on the design to make something unique. But we’re not stopping there, we have so much more to offer, especially different and diverse hoodie designs, so stay tuned!
MA: Besides hoodies, there is a range of other collections, how do you ensure cohesion across your different collections
t4ts: As a dedicated studio, we ensure cohesion across our collections by focusing on a unified aesthetic with consistent design elements. It’s also our mission to ensure the same high quality across all of our collections. We’re committed to giving people the best of what we create, and we don’t intend to leave anyone hanging.
MA: What influences your design aesthetics, and how do you ensure they resonate with your target audience?
t4ts: Each collection or season has its own theme or unique aesthetic. Our first hoodie for instance had an urban-modern vibe with tailoring dynamics that was new to the market so it appealed to the IT boys and girls and those abroad. The “wicked sexy” tees have this Y2K vibe to them and pair well with almost anything, frankly, I think that’s what caught the eye of all these Y2K baddies, The Shuku-Shuku tees, on the other hand, had a skateboarder vibe to it and was well received by people who identify with that community. My audience, or community, already connect with the vibe I bring, it’s almost as if they’re already supporting my creative headspace and I always make sure to appeal to those who appreciate what I’m creating. With each lookbook, I aim to showcase my pieces on personalities or people within a particular community that align with that particular collection l, almost as if I’m announcing it to them in my own way
MA: Can you share any tale about a particular design or collection that holds special significance for the brand?
t4ts: When creating our “Interlude Hoodie,” our main goal was to show that we’re different and to prove that Ghanaian brands can also make a bold statement with their designs and that’s exactly what we achieved. Arriving at the final product wasn’t an easy journey. We had to hop from one manufacturer to another, facing various challenges along the way. Being a young clothing brand owner comes with several obstacles and setbacks, but because I am determined and passionate about making an impact in the fashion industry I didn’t let these circumstances stop me from creating this beautiful piece which I named “Interlude.”
Being a young clothing brand owner comes with several obstacles and setbacks, but because I am determined and passionate about making an impact in the fashion industry I didn’t let these circumstances stop me from creating this beautiful piece which I named “Interlude.”
MA: How does t4t Studios engage with the local community in Ghana?
t4ts: We’ve collaborated with local artists to show our support and to bring fresh creativity to our upcoming drops, promoting local talent and adding unique perspectives to our designs. We also select our models from the local community, often from our own followers, giving anyone from our community the chance to model for us, think of it as a debut opportunity. We strive to maintain direct interaction with our community and hope to continue this as our reach grows. We pride ourselves in being accessible and responsive, always listening to our people and ensuring open lines of communication.
MA: In what ways does your brand contribute to the fashion industry in Ghana and possibly beyond?
t4ts: We bring a different facet of creative freedom to the scene. We hope to become a staple name in the Ghanaian fashion scene and well beyond it while still proudly representing Ghana. So we incorporate Ghanaian themes and hints of the Ghanaian heritage and culture into our clothing reflecting our pride as a Ghanaian clothing brand.
MA: Sustainability is a hot topic in this space. How does the brand approach eco-friendly production?
t4ts: We’re gradually moving towards more eco-friendly packaging and encouraging our community to reuse packaging and pass on items they no longer need. Although being eco-friendly can be expensive in our region, we are committed to minimizing our environmental impact in packaging, manufacturing, and deliveries. As we grow, we aim to further enhance our efforts to protect the environment.
MA: How do you engage with your community and customers beyond selling clothes?
t4ts: We’re very accessible and build personal relationships with our loyal clients. We ask for their ideas on product development and involve them in the process. Through interactive social media polls and activities, we make sure our clients feel connected to the brand and at home. We share sneak peeks of upcoming drops and ask for their opinions. If changes are needed, we work together as a team to make improvements based on their feedback, always keeping our clients in the loop so go follow our social today if you want to be part of a very inclusive community!
MA: Streetwear often blurs the lines between high fashion and casual wear. How does t4t Studios navigate this intersection?
t4ts: At T4T Studios, I design based on inspiration, without limiting my creative process to just streetwear. I believe it’s up to my audience to decide whether a piece is high fashion or casual wear. My role is to make unique clothing, and I trust my customers to determine where each piece fits in their wardrobes. I don’t confine our pieces to any specific category because what defines casual or high fashion varies from person to person. This openness allows us to innovate freely, challenge conventions, and appeal to a diverse range of styles and preferences.
MA: What is the one challenge you’ve faced as a Ghanaian brand in the global fashion market?
t4ts: Apart from the few shipments we’ve made, I wouldn’t say we’ve penetrated the global market enough to face any significant challenges, aside from the usual shipping and manufacturing issues. However, our goal is to expand our business across borders and establish a strong presence among our customers. So, ask me again in a year or two!
MA: Fashion is a piece in the pop-culture tangle, who are some Ghanaian (any international as well) artists, or cultural figures that influence your designs?
t4ts: It definitely has to be Amaarae, Odunsi, Deto Black and Ye
MA: Any exciting projects or collaborations on the horizon?
t4ts: We have a few projects in the works, including the official launch of “Wicked, Sexy!” and a collaborative pop-up with Detached Universe. We also hope to host parties and more events for our community because they truly deserve it for all their incredible support.
MA: If t4t Studios could dress any celebrity or public figure, who would it be and why?
t4ts: Amaarae. why? because I’m in love with her – just kidding, haha… or maybe not. But Ama Serwah has shown incredible support for me from the start, even attending one of my pop-up events. If that’s not support, I don’t know what is! I believe she’ll love the vision we have for our brand, and I think it’s something she would wear.
Interviewed by Jude Tackie