In the world of fashion, KETÍ evokes images of west African culture, artistry, and innovation in fabric. But what exactly is KETI? The co-founder shares the history of the brand and it’s design language for a wider culture.
“At KETÍ, we don’t just create clothing, we craft cultural statements. Every piece is a celebration of heritage. Our designs aren’t just worn, they’re identified with; recognized, and revered by our clan. Those that see beyond the mask.” These were the words of Afua Apreku, co-founder of pronounced-(KEH-TIE). Also a creative director, the designer’s approach has made her brand one of the biggest prospects coming into the scene, seeking to bridge the gap between two cultures. At first glance, you can’t help but see the vision, a trademark that subverts the mechanism and perpetuates our longing for designer clothes – dipped in the diaspora and Ghanaian culture, a uniform which signifies the fantasy lifestyle we can only dream of, but also feel close to. The Elusive character behind the brand had a sit down with iMullar music journalist Edwin Quartey, to delve into her new collection, which takes inspiration, in part, from Ghanaian culture, and talks about the relationship between music and her brand, a crossover essential to the brand’s identity, cutting across men’s jorts and Bikini wear.
For newcomers, What is the meaning of “KETÍ”? And how did you settle for that as your brand’s name? What’s the story of “KETÍ”as an identity for your style?
KETÍ in the essence of the word represents a state of being rather than a literal definition. It was a name we came up with because we wanted to define something intangible instead of building a world around existing words. We want to make cultural art wearable for the next generation. As Ghanaian founders, preventing cultural erasure and extinction is one of our core principles. We talk more about our pillars: creativity, community and craftsmanship, and our Altérior lifestyle on KETÍ’s website, so our clan can understand the culture they embody.
For you, even before the idea of KETÍ, where did it all start for you? Is it a family thing or a personal path you crafted on your own as a designer?
It started with dissatisfaction and a realization of purpose. I was tired of constant digs at the creative potential of Ghanaian fashion brands so we sought to revolutionize the luxury fashion industry by reimagining symbols of African and diasporic culture, namely our own. Every family member that I would say impacted me in my early years was an entrepreneur, I have no fashion designers in my family but it was only a matter of time till I started a business. My love for branding has been my greatest strength in attempting to match the bar those before me set.
Going through your official Website, I noticed so much Akan culture in your designs. How embedded are you with the Akan culture as a tool for creating?
Akan culture was just the starting point, I’m Ewe and my co-founder is an Akan but not an Ashanti. For our first collection, as an internationally based brand representing local art, we chose easily recognizable symbols that aren’t overly saturated. Our sold out denim jorts featured the Akofena symbol and our twice sold out mesh tops feature a custom print by artist, Tolu Ayoka. Our take on the iconic auntie “wrappa” but for a new age baddie, reinterpreting African textiles to compliment diverse fabrics like mesh.
Which of your designs gave you a tough time? A project you had to lose sleep over?
The Akofena jorts were truly a labor of love, we changed manufacturers twice and did a combined 9 revisions to arrive at our final product. The last revision was simply because the distance between the embroidered black star and swords was a half inch too small. We had to pay for an entirely new sample because we had done about 4 revisions prior. Our commitment to materializing the designs we come up with in our minds is one thing I love about Essilfua and I’s creative process. From our tech packs to detailed sketches on my iPad, we’ll go to any length to create something unique and powerful.
Personally, I see KETÍ evolving and branching into other styles. If that is to ever happen, how are you going to do that without eroding the integrity of your design language?
KETÍ has a way of perceiving what we already recognize as culture through an alternative lens, exploring various design techniques in order to push the boundaries of Afrocentric design. KETÍ operates at the intersection of Afrocentric streetwear, alternative high-fashion, and artistic expression so multiple styles is not a possibility but rather the inevitable path for our revolution. Our clan, like any true tribe, appreciates beyond the surface level attraction of our pieces… they believe in what they symbolize culturally.
The ‘Homecoming’ collection is a personal favorite collection.I love the “Dime In A Water” piece. What were you listening to? And is music (Alte), an essential to your creative process?
As founders we are Alté, and in the true essence of the word we appreciate any form of expression that puts self above the norm. I’m a huge Cruel Santino fan, Mandy and the Jungle was the beginning of my self-actualization not to be dramatic. When I was naming the tops, ‘Dime in the Winter’ came to mind for the green colorway and the name ‘Sativa Summers’ was inspired by Amaarae’s Passionfruit Summers project.
What’s happening for KETÍ this year?
This year, starting with our second collection, we’re taking the KETÍ clan on a journey to an oasis. A physical and mental destination where creativity and inspiration is limitless. Inspired by my walk through a personal desert in search of not just the tools I would need but a source of power I can channel and I found that in my culture. The oasis will unveil itself in three stages and I hope our clan will find the strength they need to keep creating in each and every stage. For the oasis appears to all who thirst.
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