James Kasemo: Smiley designer

JAMES KASEMO, 23, is the CEO of his own clothing line, Jay Collections. SHEILA KIMANI engaged him about his career

Q: How is running your own clothing line coming along?

J: I must say that it was quite challenging at first because I had to juggle school and the clothing line project. So far so good, however, because the brand is growing like I’d hoped.

Q: What is your area of study?

J: I am currently pursuing a degree in Architecture at Jomo Kenyatta University of Agriculture and Technology, and while my friends tease my studies and business saying the two are unrelated, I must admit that both are dear to me.

Q: You could have easily completed school then started working. What motivated you to start the clothing line and juggle both?

J: I was drawn to the many branded T-shirt designs I had seen around town. I felt this was the perfect outlet for the designs swirling around in my head. To learn the trade, I started working with a local fashion house so that I could learn the fashion industry. It was here that the motivation to start my own line was fuelled.

Q: What clothing items do you produce at the Jay Collections?

J: We started off with T-shirts but overt time; we have grown to include hoodies. Our T-shirt designs have also diversified to the extent that we today design female crop tops.

Q: The fashion design and clothing production process seems hectic. How do you go about it?

J: Every job has its challenges, and labour requirements, but fortunately for me, I was able to minimise the headache levels by working with fashion designers and printing professionals, who simply manipulate and engrave the designs I come up with.

Q: How do you market your products?

J: The key to successful marketing is first having those close to you exuding confidence in your product. In my case, I involved friends who have my best interests at heart. Often these friends would wear the collection inadvertently marketing them. Additionally, referrals and networks created came in handy since they helped me to widen my customer base.

Q: Who is your target market?

J: My designs are quite trendy and modern, so I would say I target fun loving teens and young adults who want to associate with cool brands. However, it is not a restricted market group because we hope to expand our brand scope in future.

Q: What do the graphics and design on your branded clothes represent?

J: Most of them are feel good icons like smiley faces, which most youngsters, especially those keen on communication trends, can relate to. For instance, we have the smiley face designs that one would wear to show that they feel happy.

Q: Besides work and school, how do you unwind?

J: I love hanging out with friends, and travelling to new destinations because it always opens one up to a whole new world.

Q: What is your advice to youth with dreams, but have not actualised them yet?

J: Dreams get realised through action, so they should go forth and act on them because that is how I did it or else, my clothing line would still be a dream.