This month’s episode of Hunting Hurdles features an entrepreneur with one of the most exciting fashion brands among young people in the country. I hope you enjoy reading about his grind.
Could you kindly introduce yourself?
Hi, I am Jude Dontoh, but you can call me Mr. Dontoh. Co-founder of Ghanaian fashion brand TRIBE OF GOD.
Tell us all about TRIBE OF GOD.
TOG is a unique brand, aimed at spreading the gospel of God and impacting our society and the world positively through fashion.
What gave you the idea for the brand?
Together with Emmanuel Sam-Amoah and George Malm, we decided to rebrand our initial idea of a streetwear brand into something more relatable to our faith and beliefs, hence TOG.
Where do you find inspiration?
Personally, from my trials and tribulations as a Christian, also from my mum who is a pastor. We have conversations on the word often and that drives my designs as you can see.
Tell me about the project you are most proud of and why?
The project I am most proud of would be the 2021 ACCRA POP-UP at Mhoseenu. It was the first pop-up for the brand and was an amazing experience. The designs for the pop-up were a combination of messages and experiences from several sources.
What is your favorite part about being a designer?
The ability to depict what I envision on merchandise and the freedom to create whatever I want; however, I want.
Did you tell people about your idea? How did they receive it?
*sigh* I mean great ideas are often ridiculed so it is no different here. But the passion, dedication and hard work has brought the brand and I this far.
What kind of market did you have in mind for your brand?
Honestly, I went in blind from a business perspective, so I had to learn on how to market and target customers.
How difficult was it to start?
Nothing is difficult with God; I will say it was difficult without Him. But things were way easier and relatable to our customers when the rebranding was done.
What challenges do you face on a day-to-day basis?
Problems daily, the basic stuff; production and sampling are stressful but that is part of the job and I have grown to accept it.
How do you market your business?
Social media (using influencers, artists, and our pages) also we use foot soldiers, retailers, and wholesale points.
What has the response to your products been so far?
So far it has been good, we prioritize quality above everything, so we are good there.
Do you have any employees? What does someone have to do to work with you?
No employees. It is a family business, and we like to keep it that way.
How does entrepreneurship compare to a regular job?
Entrepreneurship is more fluid I would say. The opportunities are limitless, and you get to handle your own dreams. You control everything as compared to working a 9-5, no offense to regular jobs or their workers.
What have you learnt about running a business that no one could have told you before you started?
Never give up because eventually it would get better, believe it or not. You might fail but that is just the motivation you need to do better and not repeat the same rookie mistakes.
What can government do to help young entrepreneurs?
I most believe most entrepreneurs in my field are independent of the government, the system we have developed is void of the government, so I guess they are doing fine.
Any advice to other entrepreneurs or would-be entrepreneurs?
Collaborations are important.
Anything else you would like to share?
Love you mum.
Thank you!