Brand building is a medium rooted in visual communication. When aesthetics are prioritized to ensure our attention is snatched in seconds, it’s easy to forget that behind the pictures and garments, the sensory experience of consumerism is a collective of people who work tirelessly to craft a cult.
Seventh, a brand conceived with no notion or desire of building a cult, has achieved just that. Through its carefully considered, tastefully curated visual communication, audience engagement, and uncompromising commitment to constructing quality garments, it has built a loyal community who has found harmony in togetherness.
Despite making considered efforts to build a family between itself and its consumers, the harmony between Seventh’s visual treatments and products have largely been its voicebox thus far, leaving fans eager to learn more about the tight-knit team at its heart.
As the brand embarks on a new era with its first seasonal collection, SS23, Founder Bukki Ojo and Creative Director Emmanuel Duru shed light on the story of Seventh.
What is Seventh, and how was it transformed from an idea into reality?
Bukki: I started my first brand at 18, which was editing vintage pieces, such as applying patchwork to denim jackets. I had quick success straight out of college, and in a short time, I went from working at Topshop to leaving and having my products stocked there, among other retailers, at a very young age.
Things were up and down because I didn’t know how to run a business, leaving me in an uncomfortable position. I ended up doing a Master’s Degree in Fashion Entrepreneurship & Innovation without an undergraduate, by the grace of God. In need of income, I was encouraged to start trading my leftover stock at the market in Camden while studying.
Once finished, I decided to purely focus on the vintage business. After five years, I decided that I didn’t want to sell vintage anymore. At this point, I had a store, customers, and a dedicated community, and felt…
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