In this interview with SEGUN ADEOYE, 29-year-old Chief Executive Officer, Wades & Groovepark, Mr. Adewale Adesina, a microbiology graduate of the Obafemi Awolowo University, speaks about his foray into the fashion industry
How did you get into the fashion business?
I used to have issues with the size of my clothes. Whenever I bought 14-and-a-half shirts, the sleeves were usually not long enough. So I thought it would be better to make my own clothes. In my penultimate year in school, during the ASUU strike of 2005, I decided to do something with my time. I thought it would be a great idea if I could just learn how to make my own clothes. So I just decided to venture into it. Although two weeks into my quest for tailoring skill, I gave up; I had developed interest in fashion designing and I actually sustained the interest. When I got back to school, I came up with a logo that would become my fashion label. I just had it there – on standby.
How has it been?
It’s been good so far. In my final year in school a lot of my classmates came to ask me if I could make clothes for them. That was in 2006, and it all turned out very well. That really helped me. I had my service year at First Bank Marina. I was the best staff at the branch and I had the opportunity of being retained. I also went for training in another bank. But later I just decided to take up what I had passion for. In 2010, I was selected for the Diamond Bank Scholarship to participate at a training programme at the Lagos Business School tagged Budding Entrepreneurs Today. I was surprised to have been chosen along with 50 successful applicants because more than 1,000 people actually applied for the scholarship programme.
How do you assess the impact the strike made on your career choice?
My belief has always been that every single thing we do and every single thing that happens to us can actually be used in a positive way. For me I chose to use the strike in a positive way. I was a bit inquisitive, and this I believe, is one of the ingredients for success. I tell students affected by such strikes to endeavour to use the period to acquire a skill. If a strike shows up, which most likely will always show up (because we don’t have a hand in trying to get them to end it) then the best bet is to use the period to improve oneself by acquiring new skills, because you have nothing to lose by the decision.
What’s your business philosophy?
For me it is one word – excellence. For business, it is excellence. Diligence comes in more as an attitude to achieving excellence. I keep trying every now and then; thinking of new ways to remain in the minds of my clients. There has to be something new every time. One must ensure that one’s brand stays in the minds of people. Even now, I already know what next we want to do. I know which sex I want to sell to and the things I need to do to achieve the type of impact I want.
You read microbiology in school; has it turned out a waste?
No; it isn’t a waste. The truth is that there is nothing you do that is actually a waste. I believe that in the scheme of things, everything works out to propel one to achieving ones’ goal in life. I believe going to school has helped in my approach to business. I applied for medicine, but the university said, they were merging two sessions together; and because of the population that wants to study medicine, they gave us the option of crossing over after the first session. If one makes a cumulative grade point average of 3.5. After the first session; more than 150 had 3.5 and above. I was on 4.33. The university later said it had increased the required CGPA for crossing to four points which I still met. In the long run, however, the university declined to allow anyone of us to cross. A lot of us felt bad, but I just told God, what’s best for me, you can weave it anyhow and I’ll still get to the top.
How did you come about the logo for your fashion business?
Interestingly, I still have the sheet where I sketched it on, back in school. I learned graphics designing just after I finished secondary school while waiting for admission. That has helped me a lot in my fashion work as I use graphics software for my designs. I used the knowledge in graphics design to make the logo. ‘Wades is’ an acronym for my name. The Groovepark came up way back in school, and came out of my love for music. So it’s something I’ve had back then in the university.
What exactly do you do in fashion?
We conceptualise, design, and manufacture and sell garments. We do corporate branding for companies (as regards clothing). We also brand gift items. We started out with T-shirts, polo shirts, and we’re also into making jerseys. We’ve also included formal clothing into our range of products – office shirts, suits and jackets.
Will you refer to yourself as a tailor?
I tell people I’m a fashion entrepreneur. I’m a budding fashion designer. I do a lot of things that include branding. I’m a businessman and fashion is the way I express my art. Some people just sew, but some do more than that; they think and conceptualise. It’s the aspect of conceptualisng, branding and executing the concept that makes you the fashion entrepreneur or designer. But even at that, the network of highly placed people also makes the difference. For most popular fashion designers high up there both in Nigeria and abroad, it’s the level of their network that enables them to be at that top level. Craftsmen usually stop at skill acquisition; they usually lack the business attitude and work ethics. What drives them is different, and what they actually want to do with their business is also very different. All they do is just to sew for survival. A fashion entrepreneur on the other hand not only has skills, but also takes branding seriously while being exposed to a whole lot of information and network of highly placed people.
Who are those in the fashion industry that motivate you?
I don’t have one particular person. I look up to a lot of successful people. However, a brand that inspires me is Ralph Lauren, basically because the company does what I like – they are into a lot of things. They are into furniture, homemade stuff and I’m also thinking in that direction because interior design is one thing I have a flair for. Having played around with colours and fabrics, you should be able to do a lot of things beyond clothes, and I think that’s one thing that worked for Ralph Lauren. They are into everything related to fabrics including bedding collections.
Do you have a website and how much role does Information Technology play in your business?
Yes I do – shopwades.com and I must say that Information Technology is doing a whole lot and has come at a time when people need to expand the frontiers of their businesses. I sell all of my products online, and I also utilise mobile platforms to sell my products. A number of banks are also coming up with platforms for e-commerce and we’re also taking advantage of that.
Are there books that have helped you in your business?
Books have been very helpful. I’m a huge fan of Malcom Gladwell. I just read his book, “David and Goliath: Underdogs, Misfits, and the Art of Battling Giants”. It’s a story about improbable victory and the whole small fish in a big pond effect. I’ve also read “The Tipping Point: How Little Things Can Make a Big Difference”. I like his books because they talk about a whole lot of things that you probably won’t consider – things you would push to the background. He’s the first person to define failure so aptly for me. He said sometimes when people fail, it’s not because they are not good, but more often than not, it’s the complexion of the environment. I’ve also read “What the Dog Saw.”
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