Eben Badu, Co-founder The New Originals
Eben Badu is the creative force behind the Amsterdam-based brand The New Originals. Born and raised in Amsterdam with Ghanian heritage, Eben's multifaceted talents span from DJing to art, storytelling and fashion.
In this interview, he shares the ins and outs of building a fashion brand that speaks to the community and the importance of mentorship and self-care in his journey.
Can you tell us about the origin of The New Originals brand and how you brought it to life?
The New Originals started as a collective of friends interested in streetwear, arts, and music. We wanted to create a platform to showcase our culture. Eventually, we launched a brand focused on creativity, emphasizing storytelling in our designs.
What sets The New Originals apart from other brands?
We differentiate ourselves by making performance clothing for creatives. While big brands like Nike and Adidas focus on sports, our main focus is creativity. We aim to fill the niche for performance wear tailored specifically for creative individuals.
How do you incorporate art into The New Originals brand?
Art is ingrained in my culture, especially from where I'm from in Ghana. It reflects in everything from music to how I view life. Drawing inspiration from cultures, perspectives, and artistic expressions, we infuse creativity into every aspect of our designs. From collaborating with artists to incorporating storytelling into our collections, art is at the core of what we do. A great example is our Mathlete campaign shot in Ghana by Kwabena Sekyi, which gives a glimpse into the world of the mathletes in a Ghanaian boarding school.
Could you walk us through your creative process for designing a collection?
It all starts with identifying what story we want to tell. We explore silhouettes, fabrics, and colors that resonate with our narrative. Collaborating within our team, we refine our ideas and make selections that align with our vision. Each collection tells a unique story, rooted in creativity and culture.
How do you manage your team to ensure everyone is aligned with your vision?
We prioritize communication and collaboration within our team. Through regular office meetings and using communication tools like WhatsApp and Slack, we ensure everyone is on the same page. We also encourage open dialogue and value each team member's input so that we understand which direction we are taking.
Balancing creativity with commercial success can be tricky. How do you find that balance?
We rely on our experience and taste to make informed decisions. I've been in this industry for some time and had the chance to learn at Filling Pieces, Patta and Daily Paper. So, if you spend a lot of time in this industry, eventually, you train your eyes and ears. Now, we understand that by staying true to our brand identity while considering market trends and consumer preferences, we can create designs that resonate creatively and commercially.
How did you overcome financing and investment challenges when starting The New Originals?
We initially relied on loans to fund our endeavors. It's about being resourceful and finding creative solutions to financial challenges. By using our networks and seeking support when needed, we navigated the early stages of financing and continued to grow steadily over time. You shouldn’t be afraid of knocking at the door in the environment around you and being like, “Hey, can I borrow this from you?”
In the beginning, the idea that you have to knock at someone's door to get the cash flow can be quite confronting, but it's a smaller act than it actually is in your head. So as long as you really believe in what you do, it's all going to be good.
What advice would you give aspiring entrepreneurs looking to start their brand?
In the beginning, if you want to make shoes, jackets or something similar, I would say start with the minimum quantity you can find. When it comes to quality, grow into the quality you can afford. We all want everything at once, but building a brand takes time. Do your best to search for manufacturers who fit your speed of response. It doesn’t have to be crème de la crème; you can grow into that.
Surround yourself with supportive people, be open to learning, and embrace the journey. Success doesn't happen overnight; be patient, persistent, and passionate about your vision.
“For me, mentorship is everything. That’s how you can multiply your time, money and energy. Therefore you have to surround yourself with people that you trust and look up to.”
And what about scalability? If you want to scale the brand and make it bigger and more profitable. How do you go about that?
I would say scaling up your business is a business and a subject on itself. Try to gain a lot of information and knowledge about it through mentorship, consultancy, and reading a lot of books and podcasts because growing a business is really something some people do every day. For me, mentorship is everything. That's how you can multiply your time, money and energy. Therefore you have to surround yourself with people that you trust and look up to or even people that you don't even speak a lot with, but you just like what they do.
Community is a big part of The New Originals. How do you create a sense of community around the brand?
I think it’s about being open to all sorts of people, also including those who might not talk much or who are not even on social media. It’s more about mentality and who you want to associate with. We want to create a sense of togetherness by being present in different spaces and organising events (like chess tournament). Collaborations with museums and galleries are also a great way to meet new people and talk to different audiences. These are very effective brand activations; we are still new in the art world and excited to explore more of it.
As a creative entrepreneur, how do you prioritize self-care and maintain a healthy work-life balance?
You have to be very clear about what you want around you or how you want it. It’s okay not to do it perfectly because life is also not perfect. But I read a lot of books and listen to podcasts. I try to eat healthy, do sports, and spend time with my family and loved ones. This cycle really helps me to get energy.
Lastly, what message or wisdom would you like to share with fellow artists, entrepreneurs, and creative professionals?
Think outside the box and stay true to yourself. Embrace your creativity, passions, and unique perspective. Remember that authenticity is key, and success will follow when you remain committed to your vision and values. Keep pushing boundaries, challenging norms, and inspiring others through your work.
