{"id":230634,"date":"2024-10-12T09:29:08","date_gmt":"2024-10-12T09:29:08","guid":{"rendered":"https:\/\/www.ghanamma.com\/2024\/10\/12\/the-fashion-designer-paying-homage-to-her-african-heritage\/"},"modified":"2024-10-12T09:29:08","modified_gmt":"2024-10-12T09:29:08","slug":"the-fashion-designer-paying-homage-to-her-african-heritage","status":"publish","type":"post","link":"https:\/\/www.ghanamma.com\/2024\/10\/12\/the-fashion-designer-paying-homage-to-her-african-heritage\/","title":{"rendered":"The fashion designer paying homage to her African heritage"},"content":{"rendered":"
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Following a colourful career in both music and finance, Tuvie Ejoh ventured into the world of fashion – where she noticed a blatant absence in the industry. The British-born Nigerian became acutely aware of the lack of children\u2019s clothing that honoured her African heritage in the UK. Thus, her brand Tutu Pikin was born.<\/p>\n
Tutu Pikin is a brand that creates colourfully patterned, luxurious pyjamas and robes for women and children. The materials are hand-dyed in West Africa, using a technique called batik, one of the oldest textile-dying techniques in the world that has been passed down through generations.\u00a0<\/p>\n
The heritage process begins with hot wax being carefully applied to fabric in a chosen pattern. Once the wax hardens, the fabric is soaked in vibrant dyes. The waxed areas resist the dye, preserving the original colour, while the unwaxed portions absorb the rich hues. A mesmeric blend of both skill and tradition.<\/p>\n
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\n\n \n Tuvie Ejoh started the brand back in 2018 \n <\/figcaption><\/figure>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
The batik production system is mainly helmed by women, which in turn empowers female communities by providing a crucial livelihood and an outlet for creative expression. It also ensures that time-old traditions stand the test of time. A rarity in today’s world of fast fashion trends and overconsumption.<\/p>\n
Tutu Pikin\u2019s pieces are cut by hand in England, forming a pan-global brand identity that honours Tuvie\u2019s British-African heritage. The label’s special, one-of-a-kind pieces are a testament to a sacred artisanal history that needs to be preserved for now – but most importantly for future generations.\u00a0<\/p>\n
We spoke to the designer about her craft and how she continues to champion her dual identity within her work.<\/p>\n
How do you get in the zone for your workday in the morning?\u00a0<\/strong><\/p>\n
I love starting my day by dropping my kids off at school. The morning chaos is like a wake-up call – it\u2019s the perfect adrenaline rush to shake off any lingering sleep. I\u2019m sure all the parents out there can relate! After that, it\u2019s all about my morning coffee and music; it\u2019s my sacred routine. I also map out my to-do list during this time. I split it into three pillars every day\u2014a habit I picked up from one of my mentors, Barnaby Wynter, a marketing specialist. He believes the workday should be divided into three parts: 1\/3 in the business (day-to-day tasks like marketing and design), 1\/3 on the business (admin tasks like accounting, finance, and legal), and 1\/3 getting the business (like sales and outreach). So, with a good cup of coffee and my favourite tunes, I\u2019m ready to dive into the day.<\/p>\n
How do you schedule your day around Tutu Pikin?\u202f\u00a0<\/strong><\/p>\n
For me, scheduling my day around Tutu Pikin involves integrating it into my life. New businesses can be demanding and require careful time and attention – so do young children. I manage by carving out pockets of time where I can give each my undivided attention. From 9am-3pm, I focus entirely on \u2018getting the business\u2019 – this includes sales, revenue generation, and anything that drives growth. Then, after my kids are in bed, from 8 pm to 10 pm, I switch to working \u2018in the business\u2019, focusing on the creative side like marketing and design. I finish my day from 10 pm to 11 pm by working \u2018on the business\u2019, taking care of essential admin and operational tasks. Between 3 pm and 8 pm, my focus shifts entirely to my children – school pickups, homework, playtime, and everything in between. I make sure they have my full attention during those hours, just like I give my business the attention it needs during its designated times. It\u2019s all about balance, and this approach allows me to meet the needs of both my business and my family. The only thing missing is finding time to squeeze in regular exercise and mindfulness – I like to say, “soon come.”<\/p>\n
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\n\n \n Tutu Pikin pays homage to time-honoured fabrics that are deeply embedded within the heart of African creativity \n <\/figcaption><\/figure>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
What is your favourite part of the day?\u202f\u00a0<\/strong><\/p>\n
Oh, tough call! But if I had to pick, it\u2019s between 9am-3pm. This is my stretch of uninterrupted time to really focus on the business. I\u2019m in my element then – productive, driven, and fully immersed in sales generation. It\u2019s the time I get to see how customers are responding to our products and learn how we can add more value and grow sales. That said, I\u2019ve also got to mention my 8 pm to 10 pm slot. This is when my creative hat comes on, and I get the freedom to innovate and explore new ideas. So, while 9am-3pm is my most productive time, those evening hours are when I get to tap into my creativity and really enjoy the process.<\/p>\n
What have you felt most proud of recently with Tutu Pikin?\u00a0<\/strong><\/p>\n
I\u2019m incredibly proud of my team. Being an entrepreneur is often seen as a solo journey, but that\u2019s never been my experience. I\u2019ve been fortunate to build a team that\u2019s not just skilled but truly committed to our shared vision. They bring creativity, strategic thinking, and a passion for social and ethical impact, which has been invaluable to Tutu Pikin\u2019s growth. My marketing and social media experts ensure our message is always clear and engaging, while my ethical advisors make sure we\u2019re upholding the highest standards in sustainability. They\u2019ve given me the space to focus on the bigger picture – like collaborating with more African artisans and refining our overall strategy.\u00a0<\/p>\n
Recently, we were shortlisted for the C&TH Future Icons Awards, and I\u2019m incredibly proud of that. But honestly, none of it would have been possible without the strength of my team. They\u2019ve held down the fort while I focused on expanding the business. So, if I had to sum it up, I\u2019d say I\u2019m most proud of building a team that\u2019s not only capable but also instrumental in shaping the future of Tutu Pikin. \u00a0<\/p>\n
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\n\n \n All Tutu Pikin pieces are manufactured by hand in the UK \n <\/figcaption><\/figure>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
What are you excited about?\u202f\u00a0<\/strong><\/p>\n
What excites me is seeing the growing awareness around sustainability and how it\u2019s starting to influence real action. The \u2018Powers That Be\u2019 are beginning to understand this isn\u2019t just a problem for developed countries – it\u2019s a global issue, and we need everyone on board, especially developing nations like those in Africa. You see Africa is responsible for only a fraction of global emissions, yet it\u2019s bearing the brunt of climate change. You see it in how it\u2019s impacting food security, ecosystems, and even how resources are becoming so scarce that it fuels conflict and displacement. That\u2019s something we can\u2019t ignore. What really encourages me, though, is the increasing recognition of Africa\u2019s role in the solution. There\u2019s so much knowledge and resourcefulness within African communities, passed down through generations, especially in terms of sustainable practices. By including those voices, people who understand the land and live with the consequences of climate change every day, we\u2019re not just talking about a more inclusive future, we\u2019re talking about real solutions that work. It\u2019s this shift in the conversation, toward global collaboration and including those most affected that really excites me. That\u2019s where real change can happen.\u00a0<\/p>\n
What are you reading at the moment?\u202f\u00a0<\/strong><\/p>\n
I am actually rereading Half Of A Yellow Sun\u00a0<\/em>by Chimamanda Ngozi Adichie. I absolutely love this book. It\u2019s about moral responsibility and looks at politics, colonialism, love, ethnicity and tradition during the Biafran War.\u00a0<\/p>\n
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\n\n \n Tutu Pikin garments are bold and bright- perfect for autumn and beyond \n <\/figcaption><\/figure>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
What are you watching?\u202f\u00a0<\/strong><\/p>\n
I am not watching anything – or at least not anything I am willing to own up to. I used to love watching all the guilty pleasure series. I\u2019m not going to name them, but I could quite easily binge for the entire weekend. Now, I just do not have the time. As an entrepreneur, time is a limited and precious resource, so any spare time that I do have, outside of family, is spent on Tutu Pikin. Having said that, I am looking forward to watching the new series of Emily in Paris and will do so when the next opportunity moment presents itself!\u00a0<\/p>\n
What are you listening to?\u202f\u00a0<\/strong><\/p>\n
Where do I start? too many artists to name! I used to work in the music industry in New York as an A&R Director at Island Records, so my musical taste is quite diverse, but still very commercial. Right now, I\u2019m listening to Billie Eilish, Burna Boy (of course), Tems, Bob Dylan, and Maluma. What these artists have in common is their ability to evoke strong emotions and connect with listeners on a personal level, whether through their lyrics, rhythm, or unique sound. Each of them brings something authentic and impactful, which resonates with me – just like I aim to do with Tutu Pikin. It\u2019s about creating something that speaks to people\u2019s hearts, no matter where they\u2019re from.\u00a0<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"
Following a colourful career in both music and finance, Tuvie Ejoh ventured into the world of fashion – where she noticed a blatant absence in the industry. The British-born Nigerian became acutely aware of the lack of children\u2019s clothing that honoured her African heritage in the UK. Thus, her brand Tutu Pikin was born. Tutu […]<\/p>\n","protected":false},"author":1,"featured_media":230636,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-230634","post","type-post","status-publish","format-standard","has-post-thumbnail","category-lifestyle"],"yoast_head":"\n
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The British-born Nigerian became acutely aware of the lack of children\u2019s clothing that honoured her African heritage in the UK. Thus, her brand Tutu Pikin was born. 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