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Tokyo James Fashion designer on why brands don't make money

Fast rising menswear designer; Tokyo James dishes on the business of fashion in a cover interview with Guardian Life.

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Tokyo James dishes on the rewards in the Nigerian fashion industry in a cover interview with Guardian Life.

The creative director of eponymous line Tokyo James whose experience in the industry spans fifteen years reveals rewards from a fashion business takes a while making it clear that people who go into the business with the hopes of making money fast end up frustrated.

"Fashion is a long term thing, a generational thing. This is not a thing where you just wake up and think you are going to make all the money in the world from it, some people are lucky and some people are not" he reveals in the chat with Guardian Life.

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Tokyo James play

Tokyo James covers Guardian Life

(Guardian Life)


"Being a creative in Nigeria is truly a test of patience. Majority of Nigerians want fast money and are not ready to grow in business and fashion is not the place to do it because you will become frustrated".

While dishing on how his brand as "simplicity with edge",  the fashion business rakes in the least amount of money for him, stating his most lucrative work is as a creative director closely followed by styling and then designing.

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The fast growing almost two year old brand in Nigeria also hinted at a possible diffusion line in the offing in the nearest future while stating that the Tokyo James aesthetics won't change but will roll out accessories line soon; "I probably might do a diffusion line but that will be down the line. Further down there would be women accessories and male accessories".

Cover Credits:

Photography: Niyi Okeowo | @niyiokeowostudio

Makeup: Eyesome Beauty | @eyesome_beauty

Styling: Tokyo James | @tokyojames

Creative Direction: Muoka Chidera | @themadamezeta

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