EXCLUSIVE INTERVIEW: George Ndirangu, Fashion Mogul, CEO and Founder of 2die4

Everyone’s trying to break into the buzzing fashion industry. It used to be that (when I was younger) everyone wanted to be a teacher, doctor, policeman, journalist. But there has been a massive shift in aspirations. Every young person can count a style icon, fashion editor, designer, stylist or model as one of their inspirational figures in their life.

I got the chance to sit down with CEO and founder of 2die4, George Ndirangu, to ind out what exactly it takes to make it in this cutthroat industry.

So what exactly is 2die4? It is a fashion hub, that kicked off in 2011. You may recognise them from styling some of your favourite celebrities – Avril, Brenda Wairimu, socialite Lola Hannigan,- participating in fashion events, detailed and themed photoshoots, spreads, and fashion-oriented ventures, but still have a lot more to cover. With its recently relaunched and revamped website, as the number one fashion hub, and fashion directory. Their aim? To make Kenya, and Africa as a whole, a fashion capital reckoned by other fashion capitals in the world.

What does fashion mean to you?
Fashion is a lifestyle, a way of life. For example, it’s disrespectful to show up to a meeting or a date, not looking exceptionally good or presentable.

Which modern day fashion designers/icons do you look up to?
Locally it has to be the two guys behind Blackbird Jeans. One minute you’re laughing and chatting with them about random things at Skylux, the next minute they’re showcasing at New York Fashion Week.
Internationally….Michael Kors.

Its a well known fact that the fashion industry is a tough business to break into, what was your big break?
My big break came when Silvia Njoki, put me in the newspapers about 2 years ago as someone to watch out for. Months later, we were on Str8 up launching 2die4’s website courtesy of Namtero Mdee and Mugoya. The rest is mostly affiliation, persistence, and striving to be 3 steps ahead….always!

Where do you get your inspiration?
God, family, and friends who constantly tell me “Nice one George, really nice…but you’re not there yet!”

How would you define the style your work exemplifies?
It’s simply 2DIE4. 🙂

How would you define your PERSONAL style?
Trendy and appropriate.

If you could pick 3 fashion must-haves that every man should own, what would they be?
Nice cologne, nice phone and nice watch.

What’s a great fashion tip that you can share with Ghafla! readers?
It’s been said…a dress should be tight enough to show that you’re a woman, but loose enough to show that you’re a lady.
For men…know your colours, know your body. Fitting clothes might not be appropriate if you’re bulky, baggy clothes might not be appropriate if you’re lean.

Tell us some of the standout shoots you have worked with so far:
Avril Nyambura, The Violent Lips shoot, Ephy Saint, Hanako Takaishi, Ida Østby Nielsen (S.T.L’s stylist), Brenda Wairimu, Joe Makeni, Sharon (Dj. Norah), The Swagsons, Lola Hannigan, Mutua Matheka, Ben Kiruthi, Leon Muli, Isabella Gomes, John Telewa (Inhouse Entertainment), Sitawa, Closet 49, just to mention a few.

You are affiliated to some celebrities including Frankie (Kenyan Stylista). What are some of their must-have items for the upcoming Kenyan-Summer season?
Button down floral shirts. Bright denim shorts. Club master optical glasses.

What’s one new style every man should try?
The chequered blazer.

What would be your advice to men starting out in the fashion industry?
Don’t force things to look good or turn out well. Ease into it. Do your best, let your work and God do the rest.

How do you see your career evolve in the near future?
Right now I’m really psyched about the comprehensive fashion website 2die4.co.ke which was relaunched on January 19th > Fashion tv, which I’m also very involved in right now >Fashion magazine > fashion apps for gadgets and devices > fashion store fashion line > an all round fashion hub… (Laughs) Baby steps, baby steps.

What’s the most important lesson that life has taught you?
Always remember where you came from, and the people who were with you on your way to the top.

Oh and I almost forgot: Are you single?
(Laughs) I thought I had avoided that question! But it always has to come up!

So are you?
Ya’ll are too persistent! I pride myself on keeping my personal life private. I prefer to keep the focus on my work, keep it professional. Hope that answers your question.

Not really, but I guess it will have to do!