Most business starts with an idea. It’s usually one that seeks to provide a service or product to fill a gap in the consumer market. Not many start with an idea that seeks to unite and bring a people together. We came to know about the idea behind the urban clothing brand known as ‘ONE TRIBE’ to be one of unity for a more peaceable Nigeria and beyond. The parent company of One Tribe was founded by Conleth Igatha in 2011, a graduate of Economics, University of Nigeria, Nsukka. He had already been into customizing and printing but started the clothing aspect in 2016. In this interview with The Next Edition, Mr. Conleth Igatha, reveals a lot more.
NEXT EDITION: When did you start One Tribe?
The main company, Iconob Concepts was registered in 2011. I’m an artist so I’ve been drawing, customizing as far back as 2004. The clothing line aspect of it started in June or July last year.
NEXT EDITION: How did you come about the name ‘One Tribe’ and what inspired the logo?
Around July last year in Enugu, Fulani herdsmen killed some people in Enugu (where I’m from) and it got me thinking. There’s a lot of tribalism in Nigeria and I thought what if we were one tribe? Wouldn’t that be nice? If everybody had all the tribal marks of all ethnicities on their faces, maybe literally or figuratively. We could all be Igbo, Yoruba, Efik, Hausa and that’s how I started drawing the logo with all the tribal marks. I have found that people are more drawn to something that tells a story, something they can relate with.
NEXT EDITION: What sets One Tribe apart from every other person or company that is into customizing clothes?
There are quite a number of things. First, I’ll say our choice of fabric. We take our time selecting them. If you go to the market there are a lot of options, it’s left for you to know which suits what purpose best. Then you have our designs. We endeavor as much as possible to use designs that subtly or vividly preach One Tribe. Sometimes we use color combinations like the red, yellow and green, these are the basic colors in Africa. So we try to infuse that in the designs to tell those little stories about unity.
NEXT EDITION: Where and how do you get most of your clients?
Most of them come in contact with us somehow online and then word of mouth.
NEXT EDITION: How would you say the business terrain has been?
If I say I paid my way through school with it, does it say enough? I registered the company when I graduated but I had been doing this while in school. I started in 2004. That’s when I started printing. I’ve used maybe a hundred different print methods so far just to get the best. I didn’t learn it from anybody, it was constant practice. I gained admission 2006 while still drawing and printing. When I left school I decided to register it to make it more legit.
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NEXT EDITION: Men’s Fashion Week, One Tribe was featured. How was that experience?
It was elevating for lack of a better word to describe it. It was my first time attending any sort of fashion event and then I had to showcase as well. I had three days to prepare. I got the call Wednesday morning and was to showcase Friday evening. We didn’t have any collection per say, we just took everything we had. What we’ve been working on for a long time. We are working on a collection now, that will come out really soon.
NEXT EDITION: What did you learn from it? Did that shift the dynamic of the business?
I actually figured out that One Tribe is amongst the best in Nigeria. It might sound like pride but I checked what other designers came with and I was like, “Ok, I think I can compete.” I think we are up to par and can go neck and neck with any brand anywhere but let’s just stay here in Nigeria for now. The quality of the fabrics, the finishing, the printing, the designs, everything. It made be believe more in what we are doing. At first as with any business, you have your doubts. You are seeing it move but you still aren’t sure. After the Men’s Fashion Week, the comments we were getting, even from the organizers and other designers validated us.
NEXT EDITION: Who has been the most surprising person who has reached out to have One Tribe customize something for them?
I think that will be Mike Ezuruonye. It’s not just one person. There’s Yomi Casual, that one blew my mind because this is someone who makes clothes. There’s Charles Okocha, Thin Tall Tony. These are people who from nowhere saw the brand and have been loyal customers.
NEXT EDITION: In five, ten years, where do you see One Tribe?
For me, One Tribe is beyond the clothes we make. We are looking at a future where the concept of One Tribe becomes a global thing. Bring the whole world together because our main aim is promoting unity. I believe in using what you have to get the results you want. What I have is my art so I believe in using that to reach out to a lot of people. If urban clothing will get the world to listen, why not?