Interview with FUMAIS – A Conversation with Skoen Threads

FUMAIS

Skoen Threads: When someone wears FUMAIS, what do you want them to feel?

FUMAIS: When someone wears FUMAIS, we want them to embody a sense of confidence, individuality, and artistic expression.

Skoen Threads: Fashion plays a significant role in enhancing a person’s abilities in society. In your view, how does fashion impact confidence, communication, and perception?

FUMAIS: Fashion is a powerful tool for self-expression and empowerment. Dressing well improves self-image, making individuals feel more confident and ready to take on challenges in social, professional, and personal settings... Engaging with fashion trends, styles, and personal aesthetics nurtures creativity, which can translate into problem-solving skills and innovative thinking in various fields. In essence, fashion is more than just clothing, it’s a tool for self-improvement, empowerment, and social mobility.

Skoen Threads: Your brand, FUMAIS, is built on the principles of greatness and equality. Can you elaborate on what these values mean for your brand?

FUMAIS

FUMAIS: [We represent] greatness & equality, meaning the brand embodies excellence, high standards, and outstanding quality while also promoting fairness, inclusivity, and equal opportunities for all. Greatness suggests that the brand strives for the best in its products, services, or impact, setting a high benchmark in its industry.

Skoen Threads: What role does streetwear play in African youth culture today?

FUMAIS: Streetwear in Ghana and across Africa has evolved into more than just fashion, it’s a cultural movement that reflects identity, challenges narratives, and empowers communities. [It is a] symbol of resistance and revolution, economic and creative empowerment, which is somehow helping the economy by providing employment and opportunities for designers, manufacturers, photographers, and all entrepreneurs involved in the fashion business.

Skoen Threads: What strategies are essential for FUMAIS to gain global recognition?

FUMAIS: For FUMAIS to gain global recognition, it must blend strong branding, cultural storytelling, and strategic expansion. Key strategies that can help elevate FUMAIS to the world.

FUMAIS

Skoen Threads: If you could collaborate with any brand or artist, who would it be and why?

FUMAIS: A perfect FUMAIS collaboration would be with a brand or artist that shares a commitment to innovation, culture, and storytelling. Nike, Levi’s, Daily Paper, Stüssy, and with artists like Burna Boy, Kendrick, Beyoncé and also collaborating on short films, digital fashion experiences would be massive.

Skoen Threads: Can you walk us through the creative process of developing a new collection?

FUMAIS: It mostly starts from inspiration & concept development, trend & market research, fabric & material selection, sketching & design development. Samples are produced, and this phase involves multiple fittings and revisions. Adjustments to cut, details, or fabric choices may be made to ensure the collection aligns with the original vision. Once finalized, pieces go into production. Whether handcrafted in-house or manufactured externally, attention to quality and detail is crucial. Ethical production methods and sustainable practices are often prioritized. Then styling & presentation by photoshoots/lookbooks and then finally launching and marketing through social media, our website, then sometimes with media houses.

Skoen Threads: Your upcoming theme, “GIVE US OUR OWN FUTURE,” carries a strong message. What inspired this direction?

FUMAIS: Been working on new theme “GIVE US OUR OWN FUTURE“ basically trying to tell the world how the future of the new generation should be well directed especially with much freedom, fewer judgments and also being protected from bad systems and governance and the old form of religious practices.

Skoen Threads: What’s next for FUMAIS? What are your biggest goals for the future?

FUMAIS: The next big goals for FUMAIS revolve around innovation, sustainability, and global presence while staying true to its artistic vision. FUMAIS will continue pushing the limits of design by exploring new materials, and experimental techniques. Collaborations with artists, brands, and maybe telecommunication companies that could lead to unexpected and innovative collections. Digital & Technological Integration is another key area we will look at. FUMAIS will strengthen its presence in key markets, expanding into Europe, Asia, the Middle East, and America. Flagship stores, immersive pop-ups, and collaborations with local artisans will help make the brand more culturally dynamic and globally relevant and community & cultural impact.