How Katush Sells: Local Partnerships and International Reach

Born and raised in Nairobi, Katungulu Mwendwa grew up cradled in the  warmth and unpredictability of the bustling Kenyan capital and the hands-on craft traditions learned from her family — basketry, pottery, leather and beadwork. A childhood fascination with cherished garments led her to pursue fashion studies in the UK, giving her both a technical grounding and a view of the global system.

Back home, she gave herself a double challenge: build a contemporary brand with deep cultural roots and make as much as possible on the African continent, working with local artisans and resource

“The global fashion world doesn't operate in isolation. You have Paris Fashion Week, you have New York — why can't Nairobi be one of those places?” asks Mwendwa. “I'm not trying to run for president, but I'm now a fashion designer. So how can I have an impact on my environment? How can I be the change I want to see?”  

This week on the BoF Podcast, Imran Amed sits down with new BoF 500 member Katungulu Mwendwa to understand why making locally matters, how to design “everyday armour”  people will keep for years, and what global buyers must change to unlock the potential of African fashion.

Key Insights: 

• For Mwendwa, producing locally isn’t a marketing line, it’s the whole point: to grow skills and value chains at home. That means insisting on using local resources, bringing artisans into contemporary products and accepting the grind of building capacity. “It was the most important thing … How can I be the change I want to see? I’m so adamant about working with local resources, because if we don’t, why would anything change?” she says. 

• The answer is to work with local resources and revive knowledge that’s slipping from view: “A lot of our history is not easy to access … Some practices are forgotten or not celebrated as much, and I use my work to reimagine or re-establish those traditional practices.”

• Mwendwa designs garments meant to outlast trends. “I want to meet people [who] five years later, even ten years later, and hear they still have it in their closet and they’re hoping to pass it on because it’s so valuable, it’s well looked after,” she says. The goal is emotional durability: “This is a piece I’m going to treasure … I’ll wear [it] for special occasions, or because I just feel special today.” 

• Building a fashion brand from Nairobi and starting in an ecosystem with little ready-made support means learning by doing. “You literally do everything — I was the tailor, pattern cutter, sales and comms,” Mwendwa explains. She also tapped into incubators and grants, selling through Nairobi retailers, lodges and select international stockists, but her message to global buyers is pragmatic and pointed: “Change the way you work … There’s a consumer who wants what’s on the continent — they just don’t know it yet. We’re not talking big batches — stop with, ‘We need 250 pieces.’ Offer a unique capsule batch for a period of time and see what that does.”

Additional Resources:

•  Katungulu Mwendwa | BoF 500 | The People Shaping the Global Fashion Industry 
• The Emerging Designers Pushing Fashion Forward | BoF

Hosted on Acast. See acast.com/privacy for more information.