The Kowa Studio
We hung out with the founder and creative director of @thekowastudio and spoke about the story behind Kowa’s iconic stick figures, finding inspiration in the everyday and building a brand with longevity.
ARENI Attire | July
What inspired the inception of The Kowa Studio?
I’ve always enjoyed creative things and admired good fashion but I never thought I was creative myself. The stick figures were born out of boredom at my university lectures, where I’d subconsciously doodle. Over time, those doodles became our iconography and what we’re known for. It was a happy accident. I never thought they’d be used in a clothing context.
When do you feel the most inspired to create?
There’s a fun middle ground where pressure meets freedom. I do my best work when there’s a deadline, but I’m given carte blanche to create. One of my favourite places to design is on a plane without Wi-Fi. No one can reach me, my head’s literally in the clouds, and somehow the ideas just come to mind. By the time I land, I’m usually sending over the final PDF by the skin of my teeth.
What’s your creative process behind designing a garment?
I’m really inspired by the mundane and the everydayness of life. I’m obsessed with rituals because they allow me to notice the subtle differences that would otherwise go unnoticed. During my morning runs, I observe people and patterns. Those everyday moments often find their way into my designs. For instance, our boiler suit was inspired by the street sweepers I’d see every morning.
What do you think Nigerian designers are doing particularly well right now?
I think we’re finally looking within. We’re searching for inspiration in our own context instead of always looking to the rest of the world for ideas. Fashion in Nigeria is very contextual, so it’s important to design for the people who actually live here. It’s not just about how clothing looks, but also how it feels and functions.
What are you currently obsessed with?
SOPs. Standard Operating Procedures. I have no prior experience in running a business but I’ve realised how important they are. They create consistency across every touchpoint of a brand. Customer service, operations and communication should all feel intentional and in alignment with your brand values.
Who would you love to collaborate with that you haven’t yet?
Rimowa or Birkenstock. I’ve always admired both brands. Their products have stayed true to who they are for decades and there’s something really inspiring about that consistency & dependability. They know exactly who they are. And of course I’d love for KOWA to build that kind of lasting global legacy.
Shop The Kowa Studio
How do you deal with a creative block?
I go back to my rituals. I try not to think about what I’m working on and do something completely unrelated instead. I’ll get a coffee, watch a film or take a trip if I have the time. Somewhere in all of that, there’s some magic that happens and the ideas find their way back to me.
"I'm really inspired by the mundane and the everydayness of life. I'm obsessed with rituals because they allow me to notice the subtle differences that would otherwise go unnoticed."
What’s something you’d love to design that you haven’t yet?
An entire building. From the bricks to the cushions. That’s the ultimate goal.
"I think we're finally looking within. We're searching for inspiration in our own context instead of always looking to the rest of the world for ideas."
What has been the biggest surprise in your journey?
What resonates with our customers. The pieces I expect to be the most commercially successful often aren’t and the ones I least expect people to gravitate towards end up becoming favourites. Sometimes customers even ask to buy pieces that never made it past the development stage. That still surprises me.
What has been the biggest challenge in your journey so far?
Striking a balance between listening to what our customers want and designing with them in mind while still giving them something they didn’t expect to like. That’s a fun challenge. Seeing people gradually step outside their comfort zone and embrace colour or prints is really rewarding.
ARENI Attire is an editorial series spotlighting the people behind the brands you’ll discover on ARENI, who are shaping contemporary Nigerian fashion.