PGI Feature: Men's Style by Deji Eniola
I met Deji within the first few hours of NYSC camp (you guys have no idea how much treasure i found on those camp grounds- no idea). We were on this ridiculous registration queue from noon until 9pm standing in the sun and then the moon! At about 8.55pm, it began to rain, most people ran for shelter and deserted the ridiculous queue. I looked to my right, saw a plastic chair and lifted it above my head as my make-shift umbrella; to my left was this guy who had grabbed a chair too. We were not kidding here, we were going to be registered no matter what- rain, volcano, avalanche. We stood there and instantly, i knew we'd be friends. He struck me as irrationally resilient and brilliantly resourceful; the perfect fuses for being an entrepreneur! Deji Eniola Osinulu, is the Creative Director of the Nigerian-based Men's bespoke fashion label- Deji Eniola. His brand is frequently sighted on the red carpet, and featured in the 2015 Lagos Fashion and Design Week last October. He has styled some of our favorite celebrities such as TuFace Idibia, M.I Abaga, Christopher Attoh, Dj Spinall, Gideon Okeke.
Here he is; the man behind DE:
Deji, what do you love the most about what you do?
The ability to birth forms and the grace to make something out of nothing
How did you know it had to be fashion?
It was the only thing that didn’t seem it would leave me if every other thing that could leave left. It felt like my ‘Ruth’. It was that thing that puts me in my zone. It was my element. Imagine Kanye telling you “Don’t let me get into my zone” …because there will be no respite for any lyricist challenger against him. *LoL*
How did you learn to design and sew?
Designing is innate for me. It is the only thing I didn’t learn, I definitely had to hone the skill though. However, you know when they say a writer needs to write all the bad stuff out of her system first before getting to the good part? Yeah, I had to design all the ‘rubbish’ out of me first. *Laughs* Then it got to the good part.
With sewing, I took tailoring classes twice actually, once, during my last year in college and also during my NYSC service year on weekends. I started with female outfits. Surprise!
What's your most creative period of the day?
Mornings mostly, probably because i'm still calm enough to be in tune with my mind and spirit. I get ideas and themes at other times of the day too but I find that mornings are most frequent
What's the most unusual inspiration you've ever had?
Colour block! Before the craze started, those words literally floated into my mind. I didn’t understand it to the extent of implementing it. Months later, “colour blocking” swarmed the catwalks and filled the magazine pages.
What’s your creative space like?
I guess by that, you'd be referring to my flat. My studio is quite comfy, and well laid out. I have tried to avoid clutter to give the illusion of more space than it actually has. My bedroom seems to have me more when it comes to designing.
If you could, what would you change about the world of fashion?
Christopher Attoh in D.E
Vanity- but on second thought, I'd rather leave it alone, because it forms the basic foundation of the existence and advancement of fashion, although, the indistinct borderline between ‘necessary’ vanity and ‘absurd’ vanity seems to have faded, the inability to define this borderline, is the ample reason why it should just be left alone. There is a saying “Kill all my demons and my Angels might die too”
The most stressful thing about getting a bespoke service is the wait time! How long does it take you to complete a suit?
It takes an average of 21 working days for our half canvassed suits and much longer for the fully canvassed ones. Waiting is an inherent feature of bespoke. You honestly can't rush the process.
Who are your most admired local (and foreign) designers?
I like the Okunoren twins, I like their story and that they have journied on roads that we now tread. I like Paul Smith for starting his business with just 600GBP and also Ozwald Boateng, for being the first designer (to the best of my knowledge) to lend an African identity to a British heritage.
Your most important work equipment?
My eyes! *Laughs*
After all has been done, from design concept to design execution, what determines if it will make the shelves or hit the runway is its appeal! Beauty doesn’t need a second opinion to know if it’s pleasing or not. I stand back and look at it and immediately I know if it will make it or not.
The most challenging part of designing?
Designing for another! To design for someone else, you have to become him, you have to think like him, you have to know what he likes to do, his preferences and tastes. All that factors into the creative process.
What do you love the most about Lagos?
The beauty in its chaos!
What app do you use the most on your phone?
What's your favorite game?
M.I Abaga in D.E
Grand Theft Auto, Baby!
Your first thought in the morning?
God. And then more God!
The most alarming incident you've seen on Ikorodu road?
I saw a Toyota Highlander burning right there on the express with no one trying to quench the fire. It just got charred and everyone continued their day!
Lagos Traffic survival kit?
If I'm driving; a chilled bottle of coke, (partly iced), music, air conditioning and interesting company. If I'm not driving-a book.
Can you cook?
Yes, I can. I find pleasure in cooking.
Alright then, what's your most exquisite Deji Eniola-made dish?
Haha, see trap! Well, remove the word “exquisite". That word might be a little tricky! *Laughs* It'll have to be noodles!
Deji Eniola with a model
Four things i learnt!
1. "Beauty doesn't need a second opinion..."
2. Understand your industry and what makes it tick!
3. "Write out all the rubbish" and then GOLD!
4. Deji came up with Colour block! What?! If he told me then, we would be gazzilionaires right now! Thanks alot, man.
Thank you, Deji for being PGI's February feature! Below are photos from the Deji Eniola Spring collection as seen at the Lagos Fashion and Design Week! Enjoy!
If you are planning your wedding and bae and the groomsmen intend to buy their suits the day before the wedding like most men do, Lol; tell them to check DE out! They can't go wrong!
Contact
Email: de.bespoke@yahoo.com
Phone: +2348169282829
Follow on IG @dejieniola
Get your own Business Idea in 6 Steps!
Developing a business idea is probably the simplest part of starting a business. Forget the belief that you have to be extraordinarily smart or be a mad scientist to invent something or to be innovative. Bleh, forget it! What you really need is an understanding of yourself and of the market you are trying to get into and from there, sprouts your business idea! *pop*
According to the Entrepreneur (and my Entrepreneurship teacher), a business idea is simply finding a solution to a problem within a market!
There are three main ways of developing your business idea:
- You identify a need in the community and you create a business plan around that or;
- You capitalize on your skills and create a need or;
- You build on an existing business concept!
All three ways aim to solve a problem within a market. Now dropping all business school lingo, here are 6 steps to building a business idea:
1. Scribble down the things you love to do; or something you are really good at; or a task you hope to achieve by acquiring the skills required. It could be cooking, creating craft, solving problems, playing games, sports, climbing trees, whatever. Scribble. Scribble. It's important that you build your business idea on something that you love to do.
2. Ask yourself "What need is present in my community that can be met with my skills or with this passion that I have?" To help you along with an answer to that, imagine something that annoys you on a daily basis in your everyday life; for example, waiting for the bus. Ask yourself, how can i improve this process of waiting for this *insert adjective* bus?
Then ask yourself, "How can i improve this process and get PAID for it?" Don't be afraid to answer this question too. People make money, they want to spend money; true they like good deals but that's another post entirely.
3. Do some research on how the market (people & transactions) might respond to your idea. This might involve surveys, interviews, general interactions with the community finding out what their needs really are. From this step, you might find affirmations to your answers to Q2 or more information about what people really need!
4. Implement your grand idea but start small. You don't want to invest too much at first. Plus, the earlier you introduce cost containment systems in your business, the easier it is to ensure your overheads (expenses) don't go crazy in the future! Start small, remember "lean is the new robust".
5. Pay attention to the market trends and know your competition. Know what the other tree-climbers are doing and how they are improving. Don't spend all your time focusing on them though, that's the perfect path to being unproductive.
6. Keep learning like your business depends on it....because it does. Continuous learning is the spinach to your business. Never stop learning and keep figuring out ways to improve on your business.
P.s (1) Scribble down even the crazy ideas (2) Don't pay ALL your attention to the other tree-climbers (3) Develop your skills daily (4) Develop other talents
What are your thoughts on starting a business? Do you have a business you are trying to improve? Do you obsess over other tree-climbers?
PGI's January Girl - Joko
I met Joko 6 years ago within the walls of NYSC Lagos orientation camp, Iyana Ipaja. Of course, we spent all free our time in Mammy market, eating indomie and drinking Berry blast on those hot, lazy harmattan afternoons and at night we nibbled pancakes or skewered suya with Milo (little wonder we got fat in camp LOL!). Who says serving the country is not fun?
Anyway, i met this bubbly, fun girl who was an entrepreneur and had mentioned this fact in the first 5 minutes of us meeting. Entrepreneurs my age, 6 years ago, were pretty rare, so i uuuuuuh-ed and aaaaaaah-ed in wonder, in my head. Also, much to my amazement, she had brought along with her to Ipaja, her newly printed business cards, which she handed out to anyone who cared to receive them. For the first time, i was observing a real business owner first hand, networking and actively building a business! It was thrilling and inspiring. She was completely oblivious to the effect she had on me but I think she might have sowed a crazy entrepreneurial seed in me that day. It has been more than a delight seeing her business grow and her passion and hard work payoff over the years.
Jokotade Omojirade Shonowo is the girl behind the renowned PoshClick Portraiture and this exceptionally talented business woman is PGI’s January Girl! She has a Bachelors degree in Microbiology from Olabisi Onabanjo University and made a career change to photography in 2010!
Ok, time to hang with Joko! And we are going straight to the point of this post with the first question!
Joko................Gala or plantain chips?
Plantain Chips
(You can tell a lot about a person from the answer to that question)
How long have you been a professional photographer?
About 6 years now
How did you know this was what you wanted to be and how did you make the career transition?
It wasn't cast in stone from day 1 but I definitely had an unwavering passion for photography and I pursued it against the odds.
I pretty much started photography actively during my service year in 2010 whilst serving at Recreate Consult as the Client Service Representative.
What was the model of your first camera?
Canon 400D
[Thief: Your camera or your phone?
Joko: ?]
My Phone.... In fact, none😂😂😂
Your favorite Photography mentors or blogs?
Ty Bello , Sue Bryce , Elizabeth Messina and Susan Stripling
Where is your favorite place to visit?
Seychelles
Is PoshClick like your second baby?
PoshClick is actually my first baby but of course it had to move over for Demilicious to assume her rightful position.
How many photos of Demi do you have? Rough estimate
Over 5,000
Is she ever there while you work?
Yes, sometimes. In fact, she went with me to a product shoot last week and was extremely good. She’s mummy's little helper😘😘😘
What are your hours like?
I have 20 hour-work-days. I'm a walking zombie sometimes.
How do you get yourself out of bed after a long night working?
I would rather sleep in but the only thing that drags me out of bed after a long work night is a DEADLINE.
What do you love the most about your job?
Finding beauty through my lenses
9 pm, Thursday night what are you doing?
Spending time with family
What was the last item you bought ?
Cod Liver Oil - Orange Flavour
What do you sing in the shower?
Nothing- I’m always quiet, I strategize in the shower
Lagos traffic survival kit?
Good Music/ Good Company , Gum and Water
4 THINGS I LEARNT
1. Do what you love and Network! Even Iyana ipaja NYSC camp is a great networking platform. Who knew?!
2. Set deadlines for yourself and sometimes, be quiet in the shower (Note to Self, Ike!)
3. Follow your Dreams, even as a mum!
4. Orange flavored cod-liver oil exists, i can’t even begin to ask whose idea that was
Thank you so much, Jokotade, for being PGI's January Girl!!! Love you loads!
PoshClick Portraiture:
Phone: +2348023655153
Instagram @poshclick
PGI loves to honor everyday people who inspire. The great news is, we are all capable of inspiring! Do you know someone who inspires? Click here and share with us!