Made In Cameroon » is both an expression that refers to locally manufactured products and also a label, regardless of the sector of activity. At the beginning of this year, I came across the beautiful and inspiring work of a young Cameroonian sneaker designer. He Launched the first-ever Cameroonian sneaker brand in the country and ever since has been making a name for himself and his team. His mission is to conquer the heart of his customers, share his passion for sneakers with those who love them and create the desire in every person coming across his product to buy and wear them. We are so wowed by his work and we were fortunate enough to have this interesting and inspiring interview with him! Read on!
Thank you for accepting to enlighten us on your work. Can you tell us more about ICE Co Ltd and who is behind the brand?
ICE Co Ltd is Cameroon’s first sneaker brand, launched in 2021. It was founded with the purpose of providing comfortable, unique and quality sneakers. With its slogan being ‘‘KEEP MOVING FORWARD’’. The brand is owned by Ayissi William who is the designer and his brother.
Looking at the fashion industry in Cameroon, it is so delightful to see someone who does something different and does it well. How did you come up with the idea of starting a footwear brand, most especially sneakers? What were your motivations?
I’ve always been a sneaker lover growing up, it was very rare for me to have several pairs of sneakers at the same time. So making sure what I had lasted longer was always a priority. Getting a new pair of sneakers was always exciting and made me very happy. I found myself always admiring sneakers more than anything else, and then I started picturing myself designing my own sneakers. The dream eventually changed from just being able to design my own sneakers to owning a sneaker brand. Knowing no one had done this before made it even more exciting. I loved the idea of being able to do something new from what everyone else is doing. Doing something new and different of course means more challenging, but still, the opportunity of realizing something different was a big push.
Did you have any background in shoemaking or any training in that field?
No, basically just felt like I could do something like this and was willing to try. I started off by learning everything I could online concerning sneaker design. Later I was chanced to get an experienced sneaker designer who has worked for some top brands in the sneaker industry to give me some ideas on how to go about sneaker designing.
How was your brand welcomed in Cameroon and in Africa as a whole and why did you choose Buea to set up your business given the crisis going on in that part of the country?
Well, it’s been a year since the brand was launched and it has been full of ups and downs but definitely an exciting journey as a whole. The brand has been welcomed quite well in Cameroon with many Cameroonians buying, and getting support from Tv stations, bloggers and influencers who are just really happy to see such an achievement in Cameroon. Other African countries have been really supportive as well. As a Pan-Africanist it has been really satisfying to see many African countries patronizing the brand, expressing their contentment, showing support and cheering on for more success.
I grew up in Buea and I’ve lived all my life in Buea. The dream wasn’t just to create a sneaker brand it also included doing it in Buea. I was inspired and motivated in Buea, so I think it’s only right that the business should be established here. Although the crisis doesn’t make business any easy, I still think Buea was the best place to set up the business. I have a great love for the city, and I probably won’t be doing what I’m doing right now if I didn’t grow up here.
How many collections have you got so far? Are your sneakers unisex?
So far, I have just two designs in several colours. A new design will be coming out early next year. Yes, both collections are unisex.
Celebrating success is one thing but the other side of the bridge is not always glowy. What are the challenges you have faced so far?
The most difficult thing for any new business is trying to compete with already-established businesses. It’s not always easy to cement your place as a newbie, but so far we’ve been trying our best. Also convincing some clients to pay the cost price for the sneakers is sometimes tricky because they complain of it being too much. As much as we understand them, as a new brand, we have to pay taxes and take care of several expenses. Without leaving out how much is used in the production of the shoes and in ensuring the quality.
What message do you want to transmit and what achievements have you successfully carried out with your brand?
The slogan of the brand is “KEEP MOVING FORWARD”, our brand is not just about providing nice, comfortable and high-quality sneakers. It’s about being a symbol of hope, encouragement and motivation. We understand that life is full of challenges, difficulties and hardship, but the only way you can overcome everything and make a change is if you “KEEP MOVING FORWARD’’ when you face them. The easiest thing to do is to give up, but the only way to succeed is to keep trying again and again until you finally get it right. This is what we want everyone to see when they see our brand wear a pair of sneakers. We want people to be motivated to chase their dreams, encouraged to keep going, and never give up when they wear a pair of ICE Sneakers.
Our biggest achievements so far are being able to sell in so many countries and get support from home and abroad. So far we have successfully sold our sneakers in about 13 countries worldwide. As a brand that is looking forward to establishing itself internationally, this is definitely a big achievement.
Your sneakers are really beautiful! Do you have any projects to expand the brand to other accessories?
Definitely, we plan on producing more than just sneakers in the future, next year we’ll be introducing new accessories like joggings, T-shirts, caps, hoodies and slides.
Do you ship worldwide? Do you have other sales points apart from your showroom in Buea?
Yes, we ship worldwide and so far we have been able to have a sales point for our shoes in South Africa and Kenya.
To conclude, a word to all the aspiring fashionpreneurs that will come across this interview?
I think the best way to stand out and be successful is to be unique, find your identity and be creative. You can’t do what everyone else is doing and expect to outshine them. Finding what represents you uniquely is the best way to get yourself known. It is important to also have the drive to improve and learn. As a fashionista, there’s always something you can learn, you should be open to improvements. And finally, be open to criticism and feedback, listen to the opinions of your target customers and improve your craft.
Thank you for your time, and we hope to see more great and beautiful items from your brand.
Thank you too for the interview
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Do you need to read more? If yes just follow ICE CO Ltd on Facebook and Instagram to discover these beautiful, unique and comfortable sneakers made in Cameroon. Plus it is the end of the year, if you are passionate about sneakers it will be interesting to party with a pair of ICE!
