Designer redefines fashion: John Kaveke talks matters of design and family

You are one of Kenya’s most revered fashion designers. What makes your work stand out?

I understand how to play around with colours and I am also not a follower of fashion trends. I create my own.

How would you describe your personal style?

My style is simple, comfortable and sometimes colourful. I love black and so I have a lot of black pieces.

What kind of child were you?

I was the black sheep in my family. I was also quiet and artsy. I was born in Mombasa but we moved to Nairobi when I was around four. I used to draw a lot; I was particularly fond of super heroes like Captain America who constantly featured in my drawings. I attended Parklands Primary and Ruiru High school.

When did you realize you wanted to be a fashion designer?

In high school, I became more aware about fashion. I began to put two and two together and got very interested in clothes. By the time I was leaving high school, I knew that I wanted to be a fashion designer so much so that I never even waited for my KCSE results before joining WoodGroove Fashion College to study fashion where I did a diploma for two years.

Back then fashion and design was not a course many parents would approve…

Yes, you are right. At first, there was resistance from them but slowly they embraced it. At the same time, I was not really an A-student. Art was my thing. In my first year of college, I proved to them that I could make creative stuff and make money from my creations.

How did you begin your fashion line?

In 1998. I first started working from home before moving to a stall at the market spot in Westlands. From the beginning, I did not limit myself to an office, I just wanted to have my own space to create.

Was it difficult being a new designer?

Yes it was. I was running my business and also teaching at my college. I would finish at school around 4pm, then go to my stall and work sometimes until 10pm. It was hard work but eventually, I was able to employ two tailors and after two years, I got a bigger place.

When did you have your first big break?

In 2009 when I got the chance to participate in a competition for MNET Face of Africa as a designer and judge. Being selected to design the dresses for the girls who had made it to the final was the kind of opening I had been waiting for. It helped catapult my career to a new level. Then in 2010, I was invited to London Fashion Week. From then on, doors started to open for me.

What was it like attending London Fashion Week?

It can be quite intimidating at first. But as long as you know who you area as a designer, understand your style and you have a vision for your collection, you are okay. I was in charge of the music, hair, make-up, and if you are not on top of your game, you can fall flat.

Which designer do you admire most and why?

Ghanaian designer Ozwald Boateng. He is a designer who specializes in men’s wear. He is the one designer I would love to compete with.

Five years from now…

I want to expand my fashion line John Kaveke. I want it to be more than a brand, to be a lifestyle. This year, I want to branch my line into two; John will be the more high-end brand while Kaveke will be the subsidiary, the more affordable one. I also want to branch more into accessory, luxury bags and shoes, and I am also thinking about creating my own cologne. Further, I am now opening up to the idea of working for other brands, under their brand names.

From a social angle, I hope I will be able to support a local football team. I also hope to expand my clothing line to South Africa and Western Africa.