By Amadin Ogbewe

Live SYC is an urban clothing brand, growing a massive following in Abuja. A sneak peek at its Instagram page @livesyc tells you more about the brand’s long-term projections. When I peruse their previous projects and campaigns, I’m struck by how much intentional art direction is in the process. I had a sit-down with Jindu Dimuna, Live SYC’s founder and creative director, where he provided insight into his creative process.

Your collections all seem to have themes. Why is this so and how do you come up with them?

At my core, I see each collection as an art project. Each time I’m working on a collection, I’m working on a different art project and each project has to have its own theme. I transfer that into the clothing.

Each collection release comes with a campaign or event. There’s been an exhibition, a magazine, and even an open call for submissions of photos by customers. What’s the idea behind some of these?

I see the brand not as a fashion brand, but as an art project. We try to make the pieces we release projects, not fashion exhibitions per see, where it could just be a runway show. One of the things that inspire me most is collaboration. One of my recent projects, the No Cool Kids Collection, where we did an open call for submissions, it’s because we wanted to connect with our audience, not just at a customer level, but also at a collaborator level.

We seek to build a platform where everyone could feel the joy of creating the product beyond just patronizing the product. They were part of the journey. This is one of the reasons the tagline for Live is Stream Your Consciousness, that’s what the SYC stands for. You can read about all our projects at www.livesyc.store.

Tell us about the entrepreneurial aspect of your venture. You seem to be in tune with the art already.

Being an entrepreneur anywhere in the world is not easy, especially in Nigeria. But we’ve been able to ride through the waves so far, though we could always be better because it’s one thing when you try to sell to people pieces that might not be conventional as streetwear. It’s not entirely hype but you can’t say it’s not fashionable at the same time. To find an audience out of a sample size could be troubling. So far, we’ve been able to get our own small audience and it’s expanding every day.

How do you get all these done; do you have a team?

I’m definitely not alone. I have an amazing team. I have a clique of brilliant writers who are able to make my ideas better for the project. I have really talented photographers, some of the best I’ve ever seen, art directors, people that check my designs before I put them out. As much as I’m the creative director, I don’t make all the creative decisions because there’s a vetting process.

Who are your role models in this business?

In fashion, I’ll say Severe Nature (www.severenature.ng). I love those guys. Then in the art scene generally, Rahima Gambo. That’s my role model right there.

Any words for your fans…haters?

For my fans, always stream your consciousness, no matter what form or shape it might take. Don’t take no for an answer. If you have an idea, see it through to the best of your abilities. Keep supporting Live and keep patronizing us. Tell a friend about us. For my haters, tell a friend about Live today too. Our website’s www.livesyc.store

Amadi Ogbewe, a writer and journalist, lives in Abuja

Ayodele Johnson

Ayodelé is a Lagos-based journalist and the Content and Editorial Coordinator at Meiza. All around the megacity, I am steering diverse lifestyle magazine audiences with ingenious hacks and insights that spur fast, informed decisions in their busy lives.