After the release of Modus Vivendii short film which was shot in the hub of Nigeria,Lagos, I caught up with one of the co-founder’s, Jimmy Ayeni. In our chat we discuss the origins of Modus Vivendii, people they have gotten to work with thus far, their pop up store at the Fest event and other topics. Below is the transcript of the chat we had:
Hi Jimmy, thanks for having this chat with me. How are you this evening?
I’m well man, and it’s a pleasure.
Great, so how did Modus Vivendii get started?
MV was initially a fashion lifestyle blog – myself, Ola Badiru, and Anthony Oye started it in 2011. We took pictures of things that we were inspired by from imagery, to street wear, to art, to architecture and design. We just appreciated the art of thought. I guess it just gained momentum from there developing a good core following. As you know, Modus Vivendii means “Our way living” in Latin. From then on, we warmed to the idea of creating our own apparel line.
In starting off the actual fashion line, who or what inspired you guys to make it a legitimate fashion line?
I mean, we were always interested in fashion, clothes. Our sect was the new era of luxe street and sports wear. So we tried to create apparel that we would wear and represents us.
In the past four years, what has been some of your most fond experiences relating to the line.
One of my best experiences is definitely styling G.O.O.D music rapper, Big Sean. That was very momentous for us, from listening to his debut album then, actually working with him during his first UK concert. A lot of positive energy around that time.
Of course, being able to meet the legend that is Roberto Cavalli, international Italian fashion designer was also extremely momentous. He gave us some great insight and presented opportunities that would have been very challenging otherwise. Thankful to a mutual friend who made it possible.
With your new collection releasing this year, what is your favorite MV piece?
Well from statistics, our clients are very fond of our signature trucker hats. It’s become a staple piece that consistently sells out when made available. Our glow in the dark bomber jackets would have to come in 2nd place. It’s up there on the most wanted list. We have an active theme this year so we’re highlighting our favorite sport which is football with some pieces to go with it.
How did your pop up store do at Fest? Was it a success?
Yeah, Fest was great. We surpassed our targets and it was great getting up close and personal with some of our consumers. It was a good event. Very pleased with the outcome being our first official pop up store.
In the past, our products have been very limited so this was a great way to showcase and retail some of the catalog.
For 2015, what new stuff do you have in store for the consumers?
We have a new collection releasing. Recurring themes in sports luxe items is key. As usual we hold on to staple pieces and ‘outfit changers’ that really elevate a simple outfit. We like to take known, minimalistic silhouettes and give them our own edge. We’ll also be catering to females very soon. All I can say is #Puella.
With the ever growing social media, how has this aided MV?
It has been good because it gives small brands a platform to shine. Personally, I am not the best in my use of social media. I need to do better. But we have someone responsible for fairly frequent tweets and Instagram posts to keep our followers up to date on what we are currently working on.
Your short film came out not too long ago, what was the aim of it?
We were in Lagos over Christmas break and we wanted to promote the lifestyle in a unique, simple way by filming some our friends rocking the new collection we debuted in December.
The brand is gearing itself towards lifestyle brand as it is synonymous to the lifestyle we live and it is explained through our clothing. So we’ll also
Going forward, what is MV’s realistic vision?
Essentially, we want to establish to a level of a globally recognized fashion brand. This affordability method Kanye West has discussed is similar to what we are dealing with too. I don’t want the attire to be excessively limited in future but aspire to blend the analogies of luxe high end trend and the ease and affordability of high street fashion allowing us to influence a larger mass market.
Speaking of Kanye, is he one of the celebrities you think has a great fashion sense?
I personally don’t really use celebrities as inspirations, but Kanye has definitely broken boundaries, first as a producer, then rapper, then now as a fashion designer so I’m definitely a fan. His methods and madness is paying off. How much one can impart on the world.
With one of your co-founders, Ola, in Lagos, has it slowed MV’s progress at all?
Not at all. Thank God our motherland’s internet connection has gotten better. So we’re able to stay in contact virtually all the time.
Jourdan Dunn and Ola of MV.
Are the MV team long term goals primarily centered towards the UK crowd?
Ah no, being global is our aim! And at this present time, our prime markets which link to the most sales are both Nigeria and the UK. But in this day and age, with the internet there are no limits to who you can market your product to so we would never aim at just a specific demographic.
In order to grow the brand, don’t you think it would be advisable to increase your members?
Right now we have people that we work with all the time. We don’t like to constrain it to a box in regards to who is actually involved in Modus Vivendii, and who is not. But everyone is able to benefit when we do work.
For the people who are yet to watch your new visual, what can they expect?
The visual features some new designs. It’s just a short ad for visual stimulation for the people. I worked with different sound producers, and cinematographers who were able to impart their knowledge into it, and give a different perspective. I produced the vocals and soundtrack in conjunction with a producer from Belgium called Bert Van Loer and edited the visuals myself. The experience was great and I’m proud of what we produced.
We’re aware of the continuous problem of affordability to the general public, how are MV treating this issue?
It can be tedious of course, you have to take into consideration the manufacturers and the materials we use. Our goods are split- we have some of the goods sourced in Europe. A decent amount of the production process is currently happening in Nigeria, so it offers us a chance (however small) to give back to the country that made us men.
Did you always have this creative mind from a young age?
Nahh, in this day and age I think it is very cliche to say “yeah since I was 4 years old I have been designing!” I was honestly just more someone who was just ready to branch out to my interest of design, and actually chase it up.
That’s the thin line of what is sometimes seen as luck- being prepared and taking the opportunity when it comes.
Interesting, in terms of your personal wardrobe. What is your favorite accessory you own?
For a long time it had to be this solid gold YSL brooch. I wouldn’t say its an accessory but right now I’m swooning over a pair of suede Saint Laurent boots.
Going forward, are you planning on relocating after finishing your educational priorities over in the UK?
Yes, definitely. In the long run that is a fundamental part of my plan but it depends on various factors and it is important for one to be open-minded. When we get to that point, we will cross that bridge.
MV will also be getting a stockist in the UK very soon, but I don’t want to say too much about it!
On the other side, what has been the hardest part of managing a brand?
To be honest, timing. Your time management has to be perfect. If not it can be very tough. Keeping your mindset fresh and stimulated with new ideas. That is why it’s important to branch out and discuss with other creatives to bounce ideas off.
Jimmy MV- thanks again for catching up with me. I am looking forward to the new pieces coming out later in the year.
Was a pleasure! Good deal.
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Photo Credits: The MV blog
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