Emeka Alams is a young boy who lives between two continents and no ones is our one. He started to take up with his personal brand Gold Coast Trading, that is constantly growing. We have interview him for you. Comfortably on a train.
Parli inglese? L’intervista in italiano qui
Contemporary Standard} Hi Emeka. How’s life?
Gold Coast Trading} Life is what you make it. I’m trying to make it the best I can. How ’s life with you?
Contemporary Standard} She’s good, on a train to Rome right now. Let’s talk about motivations. Tell us how you got into fashion? Why not a 9 to 5 job?
Gold Coast Trading} I’m glad to hear that. I ran a graphic design firm called VisualKoncepts, where I designed mainly for the music industry (albums artworks, merchandise..). We got to a point where we were being asked to design the actual garments for the artists so I thought, rather to give all my good designs away to these bands I really didn’t care very much about. I could save this for myself and release it as my own line! Make my it own lane rather than just what I was told to do for other artists.
Contemporary Standard} So you still doin it or just focusing on GCT now?
Gold Coast Trading} While I had my firm, I moved back to Africa and for the first time since ever I really got to experience life! I loved the freedom that gave me! it was the best feeling ever. After that I knew I couldn’t go back to a 9-5 after that, so I deceded to leave my firm that I created and start a clothing line which is funny because when i was a kid i would get up mad early to watch the international fashion report. I was fascinated by design and the process of it, but never in a million year did I think I would be doing that as a “job”. I do some some freelance work from time to time but its mainly for friends or artist that I’ve had a long relationship with, but other than that I’m on Gold Coast 100 % of the time. It’s my passion and it helps to kinda hold me over and stave off homesickness during the times i can’t be in Africa.
Contemporary Standard} Tell me something more about the name.
Gold Coast Trading} Gold coast is basically the west coast of africa where im from and where 90 percent of slaves where taken. Those things are a bit too serious to be worn on a tee shirt. What i did was use gold coast as a reference point in time around 1444 when tha trade began. I choose that time because it dramatically changed our world today, the music, the culture, the food throughout the world. So im trying to say is let go back to a time before that, lets go back to the way we use to live, the pride we once had! Lets go back to who we really are the originators of love and peace! Sorry I got a lil carried away!
Contemporary Standard} No probs! Well so how’s you’re relation whit european scene? Do you have any favorites on your list? You know, european is so differnt from US style.
Gold Coast Trading} I think the style in the states now is more or less mimicking that of Europe or trying to. I’ve always been a fan of euro streetwear especially old Italian fits. The simple and relaxed but fitted look is what i love and hope to created as well. its timeless rather than super trendy. That’s how they dress in africa too with the knock-off Italian cloths and shoes mixed in with their traditional pieces! i love that! So I hope to reflect that. that’s why I love the European scene because it closer to how we dress at home.
Contemporary Standard} Let’s go for a walk in Via Torino, in Milan and then you’ll see! That’s kinda a silly illusion! We dont have all people dressed that way!
Gold Coast Trading} I wanna come! buy me a ticket and im there! Btw… I wanna move back to Paris or somewhere out your way. I need a break from America for real! And, of course, I know, but nothing is absolute! Most people in africa wear suits!
Contemporary Standard} So give me some brands, if you have any, that stands out for you.
Gold Coast Trading} I like Rockers NYC, Jeremy Scott, VNGRD…
Contemporary Standard} We love VNGRD too!
Gold Coast Trading} I love them too! Tell those fools to call me back!
Contemporary Standard} Hahahah ok! I’ll do! Tell me something about the production side.
Gold Coast Trading} The production is all US based for now, with some materiel sourcing from Africa but i hope to do most of the cut and sown pieces in Africa by early next year.
Contemporary Standard} So i think we got to the point where i need to ask you what are your plans for the future.
Gold Coast Trading} Move to africa, get married and make more africans! I want to slowly expand the brand, get better as time goes by. I also got some projects that im excited about in the new year, we are working with African Boy on some exclusive pieces and his merchandise. We have the on going campaign to raise awareness of Ugandans skate board union and hopefully a mix tape with CONGOROCK! that’s all I’ll say for now…
Contemporary Standard} Tell the peole who enjoy your stuff how they can get them. A bird tell me you trying to get in our market too [N.d.r. online is currently available only the pre-order of Cassie Go Home duffle bag].
Gold Coast Trading} Yes, I’m going to make a big push in your market! I’ve always gotten a lot of support for my work out there so I want to deepen the connection! I want the brand do be as global as I can take it. So if you don’t see it in a site need you can always get it direct at livefromthecoast.com.
Contemporary Standard} Sounds good! Thank you fella!
Gold Coast Trading} Great! thanks! I got much love for you!
Contemporary Standard} Peace!
Gold Coast Trading} Peace!
Words by Cristiana Santella
All images courtesy of Gold Coast Trading
Special thanks to Richard
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