Some of you probably know, from previous posts that I was born in Africa and spent the first part of my life there. My brothers, mum and friends are all living in Africa so once a year I make my way to either South Africa, DRC (Kinshasa) or Senegal. Of course, not forgetting the amazing Emeka Alams from Gold Coast is from the Ivory Coast, Abidjan – another place I would love to visit. Early last year, I interviewed Emeka – check out the interview here and instantly fell in love with his work and in equal measures his values. So what better way to start the new year off with a little preview to his SS11 collection titled Soweto Youth 1976.

Tell me a little about the idea behind Soweto Youth 1976…

This collection is about support through sacrifice. I used the Soweto youth riots as a tangible historical reference to kinda act as a home base for everything this mini release represents to me.

But more or less Its all about sacrifice and change and how we may lose much in order to gain change but with help from a dedicated few we can accomplish much. The Soweto uprising was dark and horrible but it was turning point in the liberation struggle in South Africa. It took a lot of sacrifice but look at the results today. SO its important to have those around you who are willing to sacrifice, willing to lose in order to reach the long term good in any arena of life.

Also the Blk Jks influenced me heavily during the time i was designing the collection and a few of them are from Soweto so it fit perfectly and was a homage to them, their music and the new africa that they represent or at east the africa that the world is just discovering.

I feel fortunate to have that support and its kinda a thanks you to those who have been that support for me and “bled” for the cause.

You can check out this preview collection on Emeka’s site. Also make sure you join the Gold Coast Trading Facebook page for more updates.

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!

Residing between Abidjan and the States, romanticising about his African roots is what makes his label what it is today. Mixing West Africa’s bright colours, patterns and print into versatile and familiar pieces just make me fall in love with the guy.

Above are some of his pieces from his SS 2010, which can be bought from http://goldcoasttrading.bigcartel.com/

This isn’t the last you’ll hear from me banging on about Emeka, watch this space for much more on Gold Coast Trading.