Uprising Interview: Conversations With House of Kinda (HOK) founder, Olajumoke Akin-Dada

 The Uprising Platform (TUP) sat down with foremost Nigerian fashion designer and businesswoman, Olajumoke Akin-Dada, to talk about her brand, House of Kinda (HOK).

During the session, she spoke about the ideation process of creating some of the finest urban outfits that the most populous black nation, Nigeria, and the rest of Africa have ever seen. Determined to emerge into mainstream prominence, Olajumoke spoke about what she aims to achieve through House of Kinda.

Rich in Culture

A bit about yourself

Olajumoke Akin-Dada, CEO of House of Kinda (HOK)

Hey everyone, I’m Olajumoke Elizabeth Akin-Dada — a creative who thrives at the intersection of communication, fashion, and lifestyle. I describe myself as an unorthodox conservative, deeply rooted in thought-provoking conversationalism. A proud Pentecostal Christian and cultural purveyor, I’m passionate about bilingual expression and committed to empowering the girl child to reach her fullest potential.

https://www.instagram.com/houseofkindaa/

Ideation: How did you come up with the vision for Rich In Culture

The founder and progenitor, Olajumoke

Rich in Culture is a limited collection from my fashion and lifestyle brand, HOUSE OF KINDA. Born from a desire to merge contemporary urban wear with the richness of African heritage, the collection celebrates tradition through modern expression. Each piece is crafted with durable, easy-care fabrics and features unique monogram patterns inspired by various African textiles. A touch of kente is seamlessly woven into the designs, adding a bold and authentic finish that honours our roots while embracing everyday wearability.

 

A Rich in Culture customer

- ⁠What’s your vision and objective for HOUSE OF KINDA

Rich in Culture aesthetics

The vision for House of Kinda is to evolve into a household name within the fashion and lifestyle space, expanding our influence beyond clothing into entertainment, media, and cultural expression. At our core, we are committed to creating ethically sourced garments that can be upcycled, contributing to a more sustainable and circular fashion economy.

 

We aim to build a vibrant community of like-minded individuals who are passionate about fashion, sustainability, and creative expression. As part of our long-term mission, we plan to develop a fashion tunnel—a hub for reducing textile waste through upcycling and transforming discarded materials into wearable art.

 

In addition to our fashion collections, House of Kinda also offers styling services for music videos, movies, photoshoots, red carpet appearances, and more, bringing our distinct creative touch to every platform of visual storytelling.

 

A pair of HOK pants

Our Current Objectives

 

At this stage of our brand’s growth, our objectives are primarily short-term and focused on strengthening our internal structure. We are actively seeking grants and funding opportunities to scale operations effectively. (Kindly reach out to us houseofkinda4@gmail.com if such opportunities are available or for collaborations.)

A key priority is setting up a personalised workshop to improve production efficiency and significantly reduce factory errors. Additionally, we aim to develop a comprehensive Standard Operating Procedure (SOP) system to establish a clear staffing structure, streamline workflow, and enhance overall team productivity.

 

- Where is HOUSE OF KINDA  in the marketplace, and how influential is it?

HOK wardrobe (Rich in Culture)

Currently, we do not have a defined market share as the brand only relaunched in 2023 and is still in the process of achieving key growth milestones. However, we have seen promising traction through targeted ads, pop-up events, and fashion styling engagements, which have helped us build a growing customer base. These efforts have resulted in recurring patronage, and we plan to further leverage this momentum to improve customer retention as we prepare for the launch of our upcoming collections.

 

HOK Model

Who are your most significant influences

A customer flaunting an HOK outfit (Rich in Culture)

My foremost source of inspiration has always been the church. It often surprises people when I say this, but many of my ideas—including the birth of this business, have come to me while in church. It continues to be a space of creativity and clarity for me.

 

Within the fashion industry, I draw significant inspiration from Ugo Monye, whose designs beautifully reflect African culture in bold and unconventional ways. His ability to push boundaries while staying rooted in tradition resonates deeply with my creative direction.

 

On a global scale, I admire Schiaparelli for its remarkable growth story and seamless expansion into various lifestyle segments. The brand's visionary evolution aligns closely with my long-term aspirations for House of Kinda—to transcend fashion and evolve into a holistic lifestyle brand.

 

- ⁠What’s the next big plan for HOUSE OF KINDA?

Rich in Culture wardrobe

We have an exciting new collection set to launch in the second quarter of 2025. Our goal is to make it exceptionally exclusive and impactful, positioning it as a major driver for financial growth while attracting new customers and potential investors.

 

In addition, we are expanding the styling arm of the business to include rental services, allowing clients to access our unique pieces for special occasions, shoots, and events.

 

Another key focus is the development of our upcycling division, known as @thefactorybyhok, which is dedicated to transforming production waste into wearable art and functional fashion.

 

By the end of 2025, we aim to achieve strong brand positioning, participate in major showcases and pop-up events, and establish House of Kinda as a leading force in sustainable fashion and lifestyle.