Early this year, I portrayed a pitch-side view spotlighting Ghana’s most innovative fashion creatives leading a revolution. One of such industrious figures in the space is Kojo Kusi, founder of STUDIO.KOJOKUSI.
People have defined fashion to mean a lot and rightly so, fashion should mean whatever people deem fit. Above all, it is an art and not just about clothing. It’s an expression, a medium through which identity and culture are crafted and displayed. Few brands embody this idea more vividly than STUDIO.KOJOKUSI.
The story of STUDIO.KOJOKUSI is one of quiet rebellion. The brand is about standing out, being unapologetic and maybe turning a few heads while you’re at it. Kojo Kusi is not all talk, either. He’s putting in the work, obsessing over every stitch and dreaming up designs that’ll have you doing a double-take.
Kojo Kusi’s work has captured the attention of Ghana’s cultural icons, from musicians to creative directors and the many who pop out to embrace his designs for their daring originality. A bold statement move from STUDIO.KOJOKUSI was the unveiling of the WTTS 24 collection early this year with a high display of artistry and innovation. For Kojo Kusi, the WTTS 24 collection was a reintroduction to his audience and practically about establishing a visual identity.
For Melange Africa, we dive deep into the mind of Kojo Kusi to explore the inspiration behind his designs, the philosophy that drives his work, unveiling WTTS 24 and the journey that has brought him to the forefront of Ghana’s fashion revolution.
MA: Kojo Kusi, what one word best describes you and your brand?
SKK: That word will be Innovation because I’m obsessed with trying new things and experimenting with new ways of making clothes. The thought of this helps me to fine-tune my ideas to its best form.
MA: What does fashion mean to you personally?
SKK: Fashion is a medium for me to express my artistic ideas and emotions. It’s an art form I resonate with.
MA: Can you tell us about your journey in fashion and how Studio Kojo Kusi came to be?
SKK: I took the decision to start a career in fashion when I was in my last year in SHS because I knew fashion would be the best medium for me to express myself. A few years after leaving High School I commenced my fashion career enrolling as a tailor’s apprentice in a town in the Ashanti Region. My fashion journey has been smooth I haven’t faced any situation I haven’t been able to solve. Learning how to make my own pieces has saved me a lot of trouble and I’m always grateful to myself for making that decision.
MA: What inspired you to start creating such daring and unconventional designs?
SKK: My biggest inspiration is seeing my ideas turn into a piece of clothing. That’s what keeps me motivated and focused.
MA: Were there any specific designers or movements that influenced your style and approach to fashion?
SKK: I’ve been influenced by a hand full of designers. One of the few designers who inspired me to take fashion seriously was Alexander McQueen. I was full of inspiration and confidence after watching the MCQUEEN movie.
MA: How do you stay motivated and inspired in a constantly evolving industry?
SKK: To be fair it’s not easy to always stay motivated or have the energy to create because being a creative takes a lot more effort than consumers perceive. My biggest source of motivation is the thought of seeing my ideas become a product. It keeps me going
MA: How would you describe the essence of Studio Kojo Kusi’s design philosophy?
SKK: My design philosophy is mainly about creating genuine work. I mean sometimes you can see the source of a designer’s inspiration but I always want my audience to get lost when trying to find a reference to my work. I only want them to think of STUDIO.KOJOKUSI when they see my work unless I intend to make my inspiration or reference clear. I’m still working on achieving that 100%.
My design philosophy is mainly about creating genuine work. I mean sometimes you can see the source of a designer’s inspiration but I always want my audience to get lost when trying to find a reference to my work.
MA: What message do you aim to convey through your experimental and boundary-pushing designs?
SKK: My aim is to trigger other aspiring designers to not sleep on their ideas and also for them to create genuinely. I really do get inspired anytime I see people doing things their own way so that’s what I hope other aspiring designers feel when they see my work.
MA: Can you walk us through your creative process when developing a new collection?
SKK: I don’t really have a complicated way when I’m working on a new project but then what I don’t do is rush ideas. Once I have an idea for a project I sit on it for a few months and during that same period I go out for fabric sourcing and other materials, that’s where I gather all the fabric and materials I need for the project. The next stage is sample production and this will have to go on till I have the best quality for the main production and lookbook shoot.
MA: This year you launched The ‘Welcome To The Studio 24’ Collection and it has been an incredible experience. What was the inspiration behind this particular collection?
SKK: The thought behind WTTS was to reintroduce the brand to my audience and also to have a clear visual identity.
MA: Can you share some insights into the collaboration with WB Group and Ekow Barnes for the WTTS 24 campaign?
SKK: I’ve known Ekow Barnes for a few years and in those few years I’ve learnt a lot from him and he has also helped me with a lot. Working with him and the WB group for my first campaign ever was a special moment in my career and also, I like to say a big thank you to Prince Suasie and every single person who contributed to making the project a reality.
MA: How do you feel the WTTS 24 Collection represents the evolution of Studio Kojo Kusi as a brand?
SKK: The whole idea behind the WTTS project is try something new and also to experiment. Personally, I learnt a lot during the development of the collection because I had to try new techniques when it came to the construction of some of the pieces in the collection, it was new approach for me and I enjoyed every bit of it.
MA: What challenges have you faced in maintaining an innovative approach to fashion in Ghana?
SKK: The climate might be a factor because I have a lot of ideas on clothing that won’t make sense being worn in the Ghanaian climate but that’s not a problem for me because I’m always thinking global. When I’m creating I create for the world so everything goes.
MA: How do you balance being avant-garde with creating wearable fashion that appeals to a broader audience?
SKK: I mean it’s quite easy for me because in as much as I think of creating experimental clothes I never take away the wearability because it’s an important aspect. The primary purpose of clothing is being able to wear it and I always have that on my mind when I’m creating.
MA: What impact do you hope Studio Kojo Kusi has on the Ghanaian fashion industry and beyond?
SKK: That will be other brands taking craftsmanship of their clothing seriously not just the marketing aspect. I will be disappointed if I buy a product and the price doesn’t match the quality. I look forward to seeing clothes being made professionally to the best quality possible. I’m doing my bit.
I will be disappointed if I buy a product and the price doesn’t match the quality.
MA: What are your future plans for Studio Kojo Kusi? Are there any upcoming projects or collaborations you can share with us?
SKK: I have a couple but it will be revealed soon and I also look forward to making the WTTS collection available for sale before the end of the year.
MA: Are there any other industries or areas you’d like to explore with your designs in the future?
SKK: I love carpentry as well. I have a couple of ideas and I look forward to working on them.
Written by Jude Tackie