Emerging Fervour

It was just a few days ago that I wrote about Emeka Alams, the man behind Gold Coast Trading, and already I feel like I’ve known him for years. He’s definitely my kind of person…Honest and true to himself. None of that bullshit bravado you get with some creative heads…just a cool, down-to-earth guy.

Tell us a bit about yourself, who is the real Emeka behind Gold Coast Trading?

Hmm, I’m still trying to figure that out. I don’t wanna sound like a personal ad in the paper but I love/need to travel! I love to roam around Africa and when I can make shorts pit stops out your way. Since starting Gold Coast, I’ve been chained to the States and I’m dying to get back home to Abidjan but during the time here I’ve been able to learn a lot about myself. The switch from my first brand to Gold Coast has taught me a lot about who I am and what matters the most to me, real friends and family. I’ve learnt that even in unsure times, if you stick to your foundation and don’t let problems or strange situations shake it, things work out. All I really know for sure is I have a very strong passion to design and an extreme love for Africa, those two are my focus.

Great intro…and amazing work, loving the prints…no need to ask you where you get your inspiration from, but I’d love to know who inspires you?

African music played heavy! Afrikan Boy and BLK JKS have been a huge part of the design process for the current collection and the F/W 10 release. Their music is the sound of Gold Coast, when I play “Molalatladi” by BLK JKS, wow things happen! Also the style movements within Africa, like la Sape and the Smartez have been amazing to watch and extremely inspiring! They really blend the world-town culture whilst keeping it distinctly African, which is my goal with Gold Coast. But I think my main source of inspiration comes from other African designers/artist like Rakiyt Zakari, Loza Maléombho, Delphine Diallo, Tunde Ogunnoiki, Cassi Gibson and Yodit Eklund to name a few.

Have you always wanted to be a designer or did it just happen?

Nah, I wanted to be a chef or an architect ha! I have to admit that when I was like six, I would get up at 5am to watch the international fashion report every Saturday morning! I really don’t know why, but the whole fashion world and its process – especially at that time was extremely fascinating to me but being in fashion wasn’t like a dream of mine or anything like that. Honestly, I just kinda stumbled into this whole thing and so far things have worked out very well!

Being a designer isn’t an easy ride…what was your toughest moment and how did you overcome it?

Getting stabbed in the back by former business partners. That rocked me pretty bad! I was too trusting and a bit naive as to how attention and buzz can change people. I’ve been in wars in Africa and all other kind of crazy situations but that cut just as deep. When you trust someone and not only that – you fight, sacrifice and work your fingers to bones for them, its jarring. So I sulked for a day and then immediately moved on the the next one! I took it as a lesson and learnt from it, I got smarter. I let that pain and anger drive me to be even better than I was before! This is my culture! My family is there, my friends are there and I do it to shine light on them. I’ve been through so so much in Africa, it’s my heart! There was no way I was going to let someone who knows nothing of it, try and dictate what it means to be African or what it’s like to be immersed in the culture. Things are working out well!

Learning from your mistakes is the most valuable lesson…I learnt that the hard way! Last question, you have 24 hours to live…what would you do?

Ummmm ha ha, Welll…lets hope I never have to decide! What would you do!? You want to come to Africa?!

I’d gather my family together and tell them how much I love them, and if I’ve ever wronged anyone I’d call and ask for forgiveness, then I’d pray and pray…and pray some more and finally I’d make a trip to Abidjan and eat some homemade fufu!