Meet the Boss: Uche Nnaji, OUCH

When it comes to dressing it up, Uche Nnaji, winner of The Style Entrepreneur Award at The Future Awards 2009, is the Boss to call. His brand, OUCH, is a fast growing global brand in the premium lifestyle products industry. For more than five years, OUCH’s reputation and distinctive image have consistently been developed across an expanding number of products, brands and international markets. OUCH exclusively stocks men’s suits, ties, shirts, kaftans, and other male fashion apparels. OUCH is also known to support the needs of discerning men and women with fashion and lifestyle products. Meet the Creative Director/Visionary at OUCH, Mr. Uche Nnaji. CN: How did you come about the name OUCH for your brand? UN: We wanted a name that is not just unique and memorable, but also ties the feeling to an expression, because we understood that just as all expressions are individualistic, so also are styles unique and memorable in different ways to different individuals which is why we decided to stick with a name that is an expression. CN: What one term will you use to describe the first five years of OUCH? UN: Eye-Opener CN: What makes Ouch Couture a peculiar brand for fashion items and accessories for men and women? UN: The OUCH experience in its entirety is what makes us unique. From the brand’s ideology to our brand colours down to our store floor layout and our greetings at OUCH, we have maintained the uniqueness we are known for. In the area of tangible products we offer our customers, attention to detail is our number one strategy. We take pride in what we can accomplish when we pay attention to detail. We also take into consideration the personal style and challenges of the Nigerian man/woman whenever we create our collections so that the OUCHaholic (someone who loves our OUCH collections and wears OUCH) feels at home whenever he tries on any OUCHfit. CN: What is it about styling, about designing that makes it difficult to approach it like any other venture? UN: Speaking from my own personal experience, I would say it is in its unstable nature. Trying to predict the trends can be at times annoying and I have hardly seen any other industry where this constant flux exits at a daily rate. CN: How have you been able to keep moving your company forward as you work in the local and international markets? UN: The grace of God has been a key part of moving the company forward. I have kept my eyes on the goal and had to learn how to focus without getting distracted. Also, I have not limited myself in the ability to dream. CN: What has been your biggest challenge in the fashion industry? How did you handle it? UN: I am still waiting for the challenge. CN: What should aspiring entrepreneurs know before starting out? UN: They should understand that the road would not be easy especially if they plan to start up in Nigeria where keeping history and important documentation is foreign which makes template gathering a big challenge. I’ll advise that they take things easy and break through walls when pushed towards them.