The fashion industry in Nigeria, that was, decades back, trotting now appears to be surging ahead, and at a frenetic pace too. These days, the stakes are so high and everyone seems to be jostling for a part of the action. The compounding effects of which is already resonating in other parts of Africa, according to a 2019 suggestion by Euromonitor (an international platform that offers unmatched and unbiased market research on global industries, countries and consumers), the Sub-Saharan fashion market is worth $31 billion, with Nigeria accounting for a whopping 15 per cent (about $4.7 billion).
In all, the rise can be attributed to an increase in demand for and partly by unrivalled initiatives that continue to place Nigerian fashion on the global map. In part 1 of this writing, we intimated you of how Nigerian fashion designers have upped the ante in the area of creativity and output. So much so that they now give acclaimed designers from other climes a good run for their money at international fashion exhibitions.
Also, we hinted of the rise of exceptional designers, who are changing landscapes, introducing interesting dynamics in the use of African and foreign fabric, to make bespoke outfits- thereby changing the tide
One of the masterminds behind this trend, as mentioned, is the CEO of the Ugo Monye brand, Ugochukwu Monye, a classic, outside the box designer, who likes to be addressed simply as a ‘’tailor’’. In this part, therefore, we’d be delving deeper into the Ugo Monye world. Unraveling the seeming mystery being this widely celebrated fashion genius. Follow us!
Perhaps you have been nursing the idea of the possible presence of an alien DNA in Ugo Monye, well, good thing, you are not alone. However, the GNB News, just as most media oufits, has done its due diligence and thus found out that Ugo Monye has nothing close to the extraterrestrial in terms of upbringing.
Growing up in Lagos, Ugo Monye had his secondary school education at the illustrious Federal Government College, Ijanikin. On graduation, his parents’ overriding desire was for him to jet out to the United Kingdom to futher explore Fine and Applied Arts(which he is proficient in, till date), he however chose to tow the path of his father, who was a successful business man at that time, by opting to study business administration.
Ugo eventually proceeded to the university, while there he worked immensely-reading books as well as other beneficial activities- to discover his core talents in tandem with the belief that ‘’A man’s calling in life is in direct proportion to the overwhelming talents God has given him’’. On the side, he mostly found himself scrutinizing the dressing and fashion sense of fellow students, deploying his artistic nature to draw up his own version of fashion.
Upon completing university, he worked as a strategy consultant (an analyst), a role that frequently saw him interact with different brands- as a project consultant. It was while working in this capacity that he learnt the act of ‘’under-promising and over-delivering’ – one that has become immensely crucial to the overall success of his brand, thanks to his boss at that time. In his words: ‘’The CEO of the company was someone who always over-delivered in everything he did, that was the way he trained me and everyone else, so if you were supposed to deliver a document on Friday, by Wednesday, we must have delivered the document; it is always better to over-deliver, than to under-deliver’’ he concluded
While working as a strategy consultant, he ran his fashion business, which had begun while in the University, as a side hustle, He had originally learnt fashion designing through observation back in the days of his mother’s fashion business, but later opted to take things to the next level by enrolling at a proper fashion school. This decision cost him his job at the time, and even though he didn’t have enough resources to pull through the fashion school, he was not deterred. It was a happy ending eventually.
His words: ‘’ I had to go learn at a local fashion school… and at the time, I didn’t have enough money, so I resigned; I didn’t even have enough money to pay for the school; but I resigned. I spoke to the guy who owned the school (can you teach me how to make dresses?)… Because at that time, it was female clothes I was designing…’’
In all Ugo Monye’s overall ideologies about tailoring and fashion designing have set him apart from the rest. These ideologies clearly center on abstract thinking and innovation; crafting a right balance between tradition, contemporary feel and sophistication. Coupling these, his brand places huge premium on attention to details and customer-service skills. Below are the other qualities, the GNB News believes (as seen in his deliveries) have contributed to the Ugo Monye brand’s unprecedented success in the industry.
Visual communication – the unrivalled ability to efficiently convey complex ideas in visual formats that can easily be understood and implemented by his team. Though this includes some sketching, however, the essential element is effective technical illustration and innovative approaches to visual explanation- aided his background in fine arts.
Creative thinking –
We believe that, much more than artistic skills or sewing/draping/patternmaking, the ability to think creatively across many different elements of the design/product development process is essential to being a great fashion designer. This can take on many forms, from coming up with interesting ideas to building creative solutions within intense time and budget frameworks to constructively utilizing the skills and advantages of your team and your partners. This, Ugo Monye possesses in abundance
Strong Business Sense
His excellent business skills are there for all to see, His understanding of budgets, marketing, and sales concepts that are vital to getting designs produced and sold, are almost unrivalled in the industry
Good Communication
A number of people are involved in the creation of a garment, and as designer, you must be able to effectively communicate to everyone involved what he or she expects.
Sense of Competition
His brand continually strives to do better than others in his sphere by always coming up with quality innovative designs, and promptly too.
Good Eye for Materials
You have an eye for the materials of a garment, as well as the elements that make it unique, such as color and fabric.
Strong Sewing Skills
- Knowledge of Current Fashion Trends: The Ugo Monye brand clearly follows trends and has a good eye for anticipating what your audience will respond to next
- His belief in the dignity of the tailoring handcraft
- His ultimate motivation has never been money
- He does not create designs based on preconceived styles or fashion trends
- He prides himself on uncompromised quality and freedom of expression.
- Little wonder he is a master at his craft.
- His good finishing equals fantastic sewing philosophy
He believes if the finishing is poor, then the overall output will be short of fantastic, regardless of how fantastic the style is.
- Good inventory management system and utmost respect for fabric
Major Banes of Fashion Designing In Nigeria (through the Ugo Monye Eye)
Improper Inventory
Lack of pride in the tailoring profession
He believes Tailors in Nigeria don’t see the profession as a thing of dignity
Inability to differentiate between a fashion designer and a tailor
Indeed, more interesting times lie ahead for players- designers and investors- and the enthusiasts of the Nigerian fashion Industry, you can depend on the GNB News to always keep you abreast of the latest moves this important segment of our economy.
