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By Ntando Ndlovu
IN a constantly volatile industry where balancing refined fashion taste, trends and bespoke fashion is the norm, his fashion brand aims to strike a fair balance between minimalistic street wear and leaving an indelible imprint of independence to its clients through their payoff line “Free Yourself”.
Let’s throw it back to square one Allen, the conception stage of the idea that was to be Brand Dejavu Apparel. What informs a then younger Allen that a fashion brand is his Forte, that this is what he wants to do?
From as far as I can remember, entrepreneurship has always been at the back of my mind. I have always been fascinated by the general idea of starting and owning a business. That and my die-hard love for street wear gave birth to brand Dejavu Apparel.
“Free yourself” a payoff line for Dejavu Apparel is a bold statement. What is the vision behind it and what is its relevance to your particular target Market?
“Free yourself” is an expression of independence, being liberated in every form. We are talking about financial independence, mental independence and all. The desire to be your person outside of societal expectations and norms, which is often something most people are scared of.
Every brand has a beautiful, close-knit story to tell. What is that story that holds brand Dejavu together and how have you seen it unfold over years?
Our story has always been to inspire the next person to believe that it’s possible to achieve their dreams. That’s the Dejavu Story. Over the years our growth has been fulfilling that story we are trying to tell.
We are in an era of innovation where every craft from fashion to Art has to own an edge, be unique and have a brand appeal. What is the cutting edge for your brand and what keeps it afloat?
Our unique edge I would like to believe is minimalism. Our best-selling collection is coincidentally our simplest collection with just a text logo.
Dejavu Aims to deliver Craftsmanship of “minimalistic street wear” and noticing how street wear constantly changes, how do you ensure that the brand stays winning by creating what the clients want?
In an environment where street wear culture is growing, we are trying our best to create what we want and drive people towards understanding our vision. We believe doing what people want would limit our artistic freedom to express what our brand is truly about.
Your brand has a visible footprint on Social Media, does digital marketing and e-business make up for your brand strategy and if so, what’s their value?
E-marketing has a played a crucial role in our growth over years Ntando. People want to have a feeling of belonging. In realizing that we try our best to make sure that we create a community of likeminded people who share similar values and that has become our client.
In your field, what’s the biggest lesson you have leant and what’s your advice to an aspirating fashion brand owner?
My biggest lesson has always been in understanding that there is a world bigger than my immediate environment. My advice to any aspiring fashion designer is to never be afraid to start small while dreaming big. Be willing to learn, both from people ahead of you and previous versions of yourself that you allowed making mistakes along the way.
As Entrepreneurial Magazine we are running a special edition this month in celebration of Men in Business in line with Men’s Day on 19th November. In essence to this particular day, as young man in a fashion industry dominated by cut-throat competition, do you see more men penetrating the industry and what’s the strength that they must carry to sustain?
It’s my hope that we actually do get to see more men joining the fashion industry. It is predominantly led by women as they have a wider variety to choose from. So having more men in the industry would allow us to broaden and stretch the bounds of fashion as we probably have a different perspective from women who have been doing an amazing job over years.
Thank you Allen for your kind responses, very inspiring and I have no doubt you are headed for greatness.
Thank you, Ntando.
