Key Concepts
- Traditional craftsmanship blended with modern innovation
- Nigerian heritage and West African inspiration
- Building trust with consumers and artisans
- Prioritizing quality and craftsmanship
- Storytelling and transparency
- Delegation and team building
- Strategic partnerships (retail and non-fashion)
- African craftsmanship as luxury fashion
- Conscious consumerism and meaningful shopping
Michelle Adapoju and the Founding of Kenta
Michelle Adapoju, the founder and designer behind Kenta, describes herself as someone led by curiosity. Born in London and raised in Essex by Nigerian parents, she blends traditional craftsmanship with modern innovations in her women's wear brand. Her Nigerian heritage significantly inspires the brand.
Early Influences and the Genesis of Kenta
Michelle's journey into fashion began in her childhood, where she would frequent charity shops in Essex, repurposing and redesigning found items. People were always curious about her unique creations, sparking her interest in creating something unique. A transformative trip across West Africa in 2018 exposed her to amazing fabrics, interiors, and styles, leading her to discover weaving workshops. The experience of witnessing women weaving on looms with natural bone cotton deeply resonated with her, reconnecting her to her childhood passion and marking the true birth of Kenta.
From Marketing to Fashion: Transferable Skills
Before starting Kenta, Michelle worked in marketing. She emphasizes the importance of communication in reaching consumers in relevant ways while staying true to the brand's identity. Marketing skills helped her showcase the brand's story and the craftsmanship behind the products.
Differentiating Kenta: Quality, Craftsmanship, and Trust
Kenta stands out by prioritizing quality and craftsmanship, showcasing the production process, and building trust with consumers through transparency. Building trust with artisans in places like Burkina Faso was crucial, demonstrating that Kenta values their work and traditions. The brand also distinguishes itself by creating modern styles like corset tops and dresses using traditional handwoven and hand-dyed fabrics.
The Design Process: From Concept to Creation
The design process begins with Michelle developing design concepts and sketches with her design assistant. They then create patterns, sample the designs, and often design custom fabrics. Fabric swatches and colors are sent to weavers who produce the fabrics. Production is currently done in-house, allowing for a slower, more controlled process.
Artisan Partnerships Across West Africa
Kenta collaborates with over 40 artisans across five locations in West Africa, including beaders in Kenya, hand dyers in Nigeria, weavers in Burkina Faso, and gold jewelry makers in Senegal. Finding the right partners involved sharing the brand's vision and values. Michelle emphasizes the importance of building a team that understands the brand's ethics. She connected with artisans by being curious, visiting different places, and speaking with the right people.
Balancing Creativity and Business
Michelle initially tried to handle all aspects of the business herself, leading to burnout. She learned to delegate tasks to a skilled team, focusing on creative direction and marketing while others handle specialized areas. Weekly meetings ensure everyone is aligned on the same goals. Current goals include forming partnerships with retailers and brands that align with Kenta's vision and expanding the brand's presence on platforms like TikTok.
Impact of Retail Partnerships
Retail partnerships have expanded Kenta's reach to a wider demographic, allowing people who might not have discovered the brand online to shop for it in stores. One retailer in the US has been particularly effective in amplifying the brand's reach.
Non-Fashion Partnerships: Mastercard and New York Fashion Week
Kenta partnered with Mastercard for its New York Fashion Week debut, showcasing African craftsmanship on a global stage. The runway show featured traditional music, and the brand's playlist was played in Times Square via Spotify.
Celebrity Endorsements and "I Made It" Moments
Stylists often reach out to Kenta to dress celebrities like Tracee Ellis Ross, Victoria Monét, and Naomi Osaka. Michelle doesn't pinpoint one "I made it" moment but highlights growing the team, training weavers, and the impact of the New York Fashion Week debut as key achievements. She emphasizes the importance of collaboration and celebrating African crafts, aiming to redefine luxury fashion by placing African craftsmanship at the forefront.
Future of the Fashion Industry
Michelle anticipates more collaborations between heritage brands and African innovators, allowing them to partner and tell stories together.
Bestsellers and Pivotal Projects
The Joy-Yo top, Kenta's first item, remains a bestseller, along with the yellow woven braided "It Dress." Showcasing the SS24 collection, shot in five different African states, was a pivotal moment. The collection highlighted African landscapes and the movement of water, connecting with people and generating interest in the brand's heritage and conscious approach.
Youth as an Advantage
Michelle doesn't focus on age, believing anyone can build something remarkable at any stage of life. She believes that coming into the scene, she wasn't afraid to do things that had never been done before and not being afraid to be disruptive. She had the flexibility to travel and explore, driven by curiosity and a desire to create something unique.
Conclusion
Michelle Adapoju's Kenta is a testament to the power of blending traditional craftsmanship with modern innovation. By prioritizing quality, building trust, and telling a compelling story, Kenta is redefining luxury fashion and placing African craftsmanship on the global stage. Michelle's journey highlights the importance of curiosity, collaboration, and a commitment to conscious consumerism.
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