Africa is the richest continent on Earth. A richness that is not only characterized by its resources in gold, oil and other popular raw materials, but mainly by its people, whose creativity and skill is esteemed. It is with delicacy and refined details that Daily Paper has emerged unscathed, with a major turning point back in 2010. Starting initially as a lifestyle blog, their first pieces were a hit, and soon blogs around the world flooded the Internet with their news about their pieces, both contemporary and ethnic. The founders are currently based in Amsterdam, it’s in their afro basis and Dutch lifestyle that Daily Paper drew such refined inspiration, fully recognized worldwide as they just launched their second piece in collaboration with Colette, “Paris est magique”. From Ghana to Somalia and Morocco, the Masai shield brand creators’ origins will certainly continue to spur conversations. We had the chance to spend some time with Jefferson Osei, one of the three bosses, to shed some light on a few dark areas for us.
Jacker / Can you briefly present yourself?
Daily Paper / My name is Jefferson Osei, I’m 27 years old and I represent Daily Paper from Amsterdam. Daily Paper first started as a lifestyle blog in Amsterdam, in 2008. In the collective, we had a huge group of friends from the city, living a certain lifestyle. So the blog was about our collective, and we were blogging about our lifestyle, events that we were organizing, sports, music and fashion. In 2008, in the first year, we had a lot of following and in 2009 more and more. Then we wanted to promote the blog. First time, we created t-shirts for family and friends. From there on, there was a huuuuuuge demand. So, in 2010, we said “ok, let’s start a clothing line, a brand out of Daily Paper”. We stopped merchandising, we started real clothing, and we registered the company. And within two years, some other people from the collective did their own things. Our main aesthetic, our main brand identity is implementing african heritage and current cultures into modern european.
J / What were your influences?
DP / We had basically a certain style you know, an african affiliation with fashion. In 2010, when we started the brand, the whole market was on that black on black thing. And we said: “What is the best for us to do? How can we stand out of the whole market?”. And then we decided that we should implement our current heritage within the collection, stay true to where we come from. So, we created a brand that’s true to ourselves, and to a targeted audience. All the items that we make are items that we and our targeted audience can wear. And the main influences, the main inspiration is all kind of cultures within Africa. All my partners are from Africa. One is from Somalia, the other Morrocan and I’m Ghanean. But it doesn’t restrict us to think just on these countries. We are inspired with all things from Africa, including current cultures, for example skateboard culture, graffiti culture within Africa. Our main goal is to show a better perception of Africa, because some people they see Africa as a poor country or a country where there are not much possibilities. We like to show there is more out of Africa.
J / What is your distribution strategy with the brand?
DP / Today Daily Paper is sold in more than 25 countries in multi brand stores. We got stores like Colette, Inner, IT Hong Kong, Louisa Fisa Roma, all kinds of different types of stores. Up to now, we have been dropping ourselves directly but we are now in a stage that we are looking for the right agents to extend our distribution worldwide, because you can only do to a certain amount yourself. When you come to a point, you have to use somebody else’s expertise in order to create more for your brand and expand the distribution.
J / How do you see the brand in ten years?
DP / In ten years, Daily Paper will have a few flagship stores as we opened our own store in Amsterdam on 25th of April. We are already thinking of opening another one in a second city in the Netherlands, Rotterdam. And from there on, we will expand it to other cities in the world. For example Paris, London, New York, Tokyo. And then, within these years, we would like to be considered as a niche pioneer within the market we operate. And again, change the perception of Africa.
J / A last word to our readers?
DP / Thank you for your support. You’ll hear plenty of more come from Daily Paper in your future, just keep an eye on us and keep believing in what you want to do, ‘cause what we do is not that special. Everybody can do it, you just have to do it. Stay true to yourself and incorporate that to everything you do in life.