FOUNDER + CREATIVE DIRECTOR + BRAND STRATEGIST
Building an Afro-Modern Sustainable Fashion Ecosystem
From concept to market, leading the brand’s strategic, creative, operational, and commercial development. I oversaw the creation of this self-titled brand identity, fashion collections, production systems, sustainability initiatives, content strategy, packaging, customer experience, and long-term growth roadmap.
REKANA approaches fashion as an interconnected product ecosystem, where design, craftsmanship, sustainability, storytelling, and distribution functions as a unified experience.
2018 - PRESENT
Key Roles
Founder
Creative Director
Brand Strategist
Fashion Designer
Producer
Business Developer
Deliverables
Brand Strategy
Business Development
Visual Identity
Product Development
Production Framework
Marketing Strategy
Community Building
THE VISION BEHIND REKANA
REKANA began long before the first collection in 2018.
As a child, I was fascinated by fashion. I loved dressing up, experimenting with style, and seeing how clothing could transform the way people felt about themselves. As I grew older, that fascination evolved into a dream. I wanted to be part of every side of the industry – the model, the muse, and eventually the designer creating the vision.
While in college, I realized fashion design wasn’t an accessible path for me. The programs I wanted weren’t available locally, and international fashion schools were beyond my family’s reach. Still, I knew fashion would be part of my future. I also knew that if I ever built a brand, it would carry my name. So I reserved REKANA for that future dream and started building a personal brand
Instead of waiting for an opportunity, I learned the industry from the ground up. I worked across modeling, styling, costume design, television production, magazine editorials, public relations, and creative direction, gaining firsthand experience in how fashion moves from concept to consumer. Those experiences exposed me to the waste generated across fashion production, styling, and content creation. I also witnessed the extraordinary skill of African artisans and makers being undervalued despite their craftsmanship being at the heart of the industry. At the same time, I saw few contemporary African brands exploring gender-fluid design through a modern lens.
In 2018, I launched REKANA as a response to some of those realities, working with fabric makers and retailers to use their remnant “unsold” fabrics to create a ready-to-wear womenswear brand providing women with distinctive clothing in comfortable fabrics that are both functional, stylish and make a statement to the discerning eye. A clothing line that radiates ease, style, strength, signature, lifestyle and relevance.
Our first collection “REKANATED” was birthed.
THE CHALLENGE
How might we build a sustainable Afro-modern fashion brand that celebrates African heritage, empowers local artisans, minimizes waste, and creates meaningful fashion experiences for a global audience?
"The fashion industry is heavily driven by fast production, excessive waste, and increasingly homogenized design. Many African-inspired brands either struggle to preserve authentic cultural narratives or rely on production systems that limit sustainability and scalability. REKANA was created to explore how fashion could become a vehicle for cultural storytelling, ethical production, and contemporary design without sacrificing business growth."
THE OPPORTUNITY
The growing global demand for sustainable fashion and African cultural products created an opportunity to develop a brand that bridges traditional craftsmanship, contemporary design, and ethical production.
• Nigeria’s fashion industry was gaining global recognition, creating demand for contemporary African brands.
• Sustainability remained largely underserved within the African fashion market.
• A rich ecosystem of local artisans and makers offered opportunities for ethical, craft-driven production.
• Growing global interest in African culture, design, and storytelling created new pathways for expansion.
KEY INSIGHTS
Craftsmanship is a competitive advantage.
Sustainability must be both environmental and economic.
Consumers want versatility, not excess.
Fashion is as much about identity and storytelling as it is about clothing.
BRANDING STRATEGY
Reduce. Restyle. Rekanate
We believed our three Rs embodied key principles of the United Nations Sustainable Development Goals. This philosophy formed the foundation of REKANA’s strategy for sustainable fashion and brand identity development
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REDUCE – Use low impact natural materials to hand-dye and hand-weave fabrics that are eco-friendly
RESTYLE – Offer restyling and repurposing services aimed at reducing waste and encouraging long-term usability.
REKANATE – Build up our people, our makers. Empower artisans and creatives. We are a nation of dreamers and flyers. #Rekanation
BRAND IDENTITY DEVELOPMENT
Naming Strategy
The name REKANA is derived from my first name and traces its origins to Ikom, Cross River State, Nigeria. The name translates to “happiness” – a value that became central to the brand’s philosophy.
I selected and stuck with it for its authenticity, simplicity, memorability, and cultural significance. Its distinctive sound and visual adaptability also made it ideal for building a recognizable global fashion identity.
Logo Development
The original REKANA identity began as a personal exploration of symbolism and belonging. At the time, I had no formal training in graphic design, only curiosity, intuition, and access to basic digital tools.
The concept originated from the idea that we are all “birds of the same feather” – individuals connected through community and shared experience. The eagle, often associated with strength, freedom, and aspiration, became the foundation of the visual language.
To connect this symbolism to fashion, I merged the silhouette of a garment hanger with the form of a bird in flight, creating a symbol that represented fashion, humanity, movement, and togetherness.
The Future Identity (2027 Relaunch)
As REKANA evolved, so did our understanding of design, branding, and storytelling. With the brand’s return planned for 2027, we developed a refined visual identity that reflects our growth, global ambitions, and commitment to sustainable African fashion.
The new identity preserves the brand’s core values while introducing a more sophisticated and scalable visual system for the future.
BUILDING THE PRODUCT ECOSYSTEM
Product Development
Every REKANA product followed a structured development process that balanced cultural storytelling, craftsmanship, functionality, sustainability, and market viability.
Fabric Design
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Fabric Testing
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Concept Sketches
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Pattern Development
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Sampling
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Fittings & Iteration
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Content Creation
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Distribution
Product Development
Rather than relying on traditional mass production systems, REKANA developed a localized ecosystem of makers, artisans, and production partners to support sustainable and culturally authentic fashion creation.
Fabric Makers
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Textile Artisans
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Pattern Development
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Tailors
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Production
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Quality Control
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Packaging
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Distribution & Shipping
Sustainability in Practice
Working closely with fabric makers and artisans, we repurpose remnant fabrics that would otherwise become landfill for our collections and bi-annual drops. Our collections utilize remnant fabrics from local artisans, minimizing waste, incorporating low-impact, eco-friendly materials. The fabrics are dyed and woven using age-old techniques, handmade by Nigerian artisans and seamstresses, reflecting generations of skill and tradition.
We continue to stay true to our 3 Rs: Reduce, Restyle, and Rekanate, reflecting our mission to support indigenous makers explore sustainable materials, preserve culture and care for our environment without compromising quality of what we wear. Every Rekana piece is designed to transcend trends, offering timeless, eco-conscious fashion.
Campaign System
Campaign System
Powerful Admin Panel
How AI Shaped My Process
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For the People
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"A swan symbolizes a variety of concepts, most notably love, fidelity, grace, and beauty, due to their lifelong partnerships and elegant movements. I"
"A swan symbolizes a variety of concepts, most notably love, fidelity, grace, and beauty, due to their lifelong partnerships and elegant movements. I"
CLIENT:
Brooklyn
DATE:
October 26, 2016
PROJECT:
PROJECT: