Why would you say Australia is the primary market for YEVU? Is that due to your personal connections there or because of the tastes of consumers?
Both. I understood that there would be a demand for YEVU in Australia because of my personal connection with the place. It's not a huge place, so it's easier to stand out there if you're doing something a bit different and I think people are bored with the neutral tones dominating the sustainable fashion space at the moment. Also, we're a warm, sunny, outdoorsy, flamboyant kinda place, with people from all over the world migrating and living together, so I thought YEVU was a good fit for a diverse customer base living in a place that promotes this sort of lifestyle.
What are some of the obstacles you overcame in getting YEVU where it is today?
There have been many challenges, such as flooded workshops, theft, bribery, stock delays, and cultural misunderstandings. But the silver lining to all those challenges is the amazing team we have working with us, and the amazing brand we’ve been able to build without investment, funding or compromise.
What do you see in the near future for YEVU? What does success look like for you?
We are looking for a new workshop in Accra so we can hire more people and grow our production. We’re hoping to be able to do that with another fabrication brand from Ghana, so we can all benefit from a shared space and learn from each other and support local industry.