How it started with Deji Haastrup

Welcome to a new edition of The Fashion Pathfinder, I am delighted to share a new series in the Newsletter called "How it started" in this series fashion Founders and entrepreneurs will share how they got into Fashion, their business insights, lessons, experiences, and tips.

To kick up the first episode of the series I spoke to Deji Hasstrup - the Founder of A different Design (ADD)

Q. Tell us about yourself and your work?

A. Hi there, My name is Deji Haastrup II. I’m a Content Producer and Fashion Brand Strategist.? I run a Creative Agency (A Different Design)? where I focus on creating engaging content for Fashion brands primarily based in Nigeria. Through the Creative Agency, I also offer Brand Strategy services. This involves working with Fashion brands to develop a distinct brand voice which we translate through the various touch points where the brand interacts with its target audience. For example, a Fashion label that has a luxury voice that caters to travelers and individuals with an adventurous spirit will have a very different lookbook direction to an Office wear brand that caters to ambitious professionals and C-Suite Executives.?

I also run a Talent Management agency (PRISM)? that provides fashion brands with top-tier front-of-camera talent to aid in selling in an authentic way.?

Q. How did your Path in Fashion start? Early influences?

A. I cringe when I say this (because everyone says it), but definitely Kanye West, Virgil Abloh, Pharell, but really the whole Tumblr generation of 2011 - 2012. Unfortunately, that has died now, but there were a lot of inspirational people who built unique aesthetics during that time.?

As far as my start, one of my early influences Tommy Ton got me into street style photography, then from there I got more interested in other aspects of fashion photography, went down the rabbit hole, and never came back lol.?

Q What is your favorite part of working in the fashion industry?

A. Reminding people that their passions are valid and that they can build sustainable and profitable enterprises even if there are so many factors that tell and show otherwise.?

Q. Why did you build ADD??

A. I was inspired by the work of Donda Design and I felt that that level of visual execution was missing from the fashion scene in Nigeria. Over time the quality of visual execution has evolved and so has the mission of ADD which is now focused on building fashion businesses that can stand toe to toe with their international counterparts through a clear brand voice that's supported with distinct visuals.?

Q. Can you share routines that have helped you flourish as a founder??

A. I definitely haven’t gotten to my flourish stage, but things I’m doing to ensure I progress include trying to pray more and saying NO to projects that don’t showcase the value me or my agencies can bring to prospective clients.?

Q. What has been some of your challenges over time and how have you been able to manage them??

A. Most of my challenges stem from the culture of the industry.?

In my opinion, the fashion industry in Nigeria is broken.? There’s a selfish approach to how people work with each other whether it’s collaboration, employment, or individual projects. This is an article in itself so I won’t delve further just yet.?There’s also too much of a focus on providing aid through social entrepreneurship and programs. Most Fashion entrepreneurs would tell you how they have a solid business plan or model but need funding. You ask them to take a loan, they say NO because they’re afraid they can’t pay it back. So, how then do you have a solid business plan or a unique selling point? It’s an ugly truth, but a truth nonetheless.?

In any case, I’m working on being more ruthless in putting my mark on the industry. A little less High Street and a lot more Wall Street!

Q. Can you share some milestones, since building ADD??

A. We launched a podcast recently titled Behind-The-Seams. It's an in-depth look at how the fashion business works in Nigeria. Every client is a milestone to be fair. It means that one more brand validates our USP. it’s like that saying “Every day is a blessing”. We also had a partnership with Aga Culture last year called A Different Culture. The focus was on bringing creatives (primarily fashion based) together to rub minds and expand their horizons.?

Q. Top 5 business tips for Fashion Entrepreneurs??

A. Eish, I hope I have up to 5, but let’s see.?

Understand that your value is not the same as your market value. When you’re building a business the most important thing is your market value. If you see that your market value doesn’t align with your value, fight the urge to blame the clients. Ask yourself if you are clearly communicating a value that is indicative of where you think you are.?

Always strive to over-deliver on value. Customers purchase emotionally and justify logically. This means that they are buying from you based on how you/your pieces make them feel not what you’re necessarily offering. That’s why customer experience is key.

Think critically about whether you’re a Creative Fashion Entrepreneur or lean more toward the Business of Fashion. A lot of Fashion brands die that way. If you lean towards the business end, don’t try to design! Partner with a Creative Director or hire one and Vice Versa.?

Finally, and this might be a selfish one, PAY FOR VALUE. I see so many established fashion brands try to bargain for services that they know full well would be critical to the success of their brand or collection. If you can’t afford something from a prospective employee or service provider, reduce the deliverables.?

Q. What skills do you think are necessary to be successful in the fashion industry??

A. Pragmatism, resilience, and creativity towards problem-solving (the focus on creativity leans towards aesthetics way too much in the industry).

Q. What are your thoughts about the Fashion Industry in Africa?

I can’t really speak for Africa, but for Nigeria, I believe that a lot of us want a lot, but aren’t ready for it. The number one request for fashion brands is funding, yet how many have a unique selling point or a well-structured business model?

There is a lot of promise, but I fear at times that the industry as a whole will die on the hill of “PROMISE and POTENTIAL” and never actualize anything.?

Q. What do you think will change about Fashion in Africa over the next five years??

A. I can’t really say. Normally one would look at the current technology or talking points now and see how they might evolve the industry, but part of me feels like we’re putting the cart before the horse. Might come off as controversial, but I’d love to see growth in employment for established fashion brands and a smaller number of brands being launched so frequently. Our industry is on shaky legs because we haven’t cemented what we already have and focus on exploring things like AI, 3D, and Green Sustainability. This is not to say these things are not important, but if the Fashion industry still struggles to be financially sustainable for most or rope in Angel investors for established brands, or retain quality talent, then what is our business with what our international counterparts are doing with New/Green-tech? We can somewhat focus there, but what about the basic opportunities in front of us, such as the mass manufacturing potential that could curb mass unemployment?

Q. Your story is an inspiration to a lot of people. Any advice to young people - looking to take this route??

A. I’m surprised my story is an inspiration because I really have a hard time appreciating where I am. There’s still so much I want to achieve and I feel like I’m falling behind, but thanks to friends and family I’m learning to appreciate how far I’ve come.? Advice? I guess that’s it, surround yourself with people that will tell you the truth, but also support you in your growth toward your dreams. They don’t have to be your family, they could be your friends, clients, or customers. I can’t count the number of times I’ve wanted to quit, even this year, but it’s clear now that this is a calling, so I have to go all in and treat it as such.?

You can connect with Deji and learn more about his work here.