The name Ruggedman brings different memories to different minds all depending on what information we best remember him for. Whether as the green-horn rapper who picked on superiors like Idris Abdulkareem, and entertainment heavyweightsKenny Ogungbe and Dayo Adeneye; or the benefactor who introduced ethnic singer9ice to limelight in the popular hit ‘Ruggedy Baba’ (2007) before both parties fell apart in 2010.
In May 2008, Michael Ugochukwu Stephens, unveiled his clothing line named after his birthday, 20th September Wears (T.S.W), at the Silverbird Galleria Lagos, where one-time Cross River state governor, Donald Duke was chief-launcher of the collection. Few months down the line, the buzz died down and T.S.W was out of the shops.
But next Sunday, September 25, 2011, a newly revived T.S.W will re-launch; parading a range of exotic male and female Tees, shirts, wristwatches and high-ended shoes. In this interview the award-winning rapper and T.S.W proprietor speaks excitedly on his ‘new’ baby and what was responsible for the hiatus.
You’ve been quiet a lot lately. You seem to be serious about your third album being your last. Can we say music is finally taking the back seat?
I have not been that quiet because I have been busy spreading the ‘Untouchable’ album and the videos of the tracks I have shot so far. I have been really busy recording with artistes who want me to feature on their songs. I still hold the record for the artist with the highest number of collaborations Laughs. I recorded with GT Tha Guitarman, Xpee, Tee M, Mr 2kay, Dubem of the 2009 Star Quest winners, The Pulse, Lyrics and many more. I’ve also been busy recording my artist, Chinaydu’s mixtape and songs for his album at the same time. And of course I have been busy with my 20th September Wear clothing line. Music can never be in the back seat. I have not been quiet. I have been very very very busy.
Between when u introduced TSW to us a couple of years and now not much of the line has been seen. What’s been responsible for the low presence?I went back to the drawing board. I was not okay with certain things and you know I love to give the best in everything I do. Now I believe I have the right shirts and even got more than just Tee-shirts now that will blow people’s minds.
What’s responsible for the new drive you’re giving the label now? Why are you taking it seriously all of a sudden?The drive has always been there. I have always taken it seriously. I just needed the right apparels for the clothing line.
I remember the line covers ladies’ tops ‘cos you once gave me one years back. Now tell me what other fashion products have been included and if T.S.W is strictly a ladies’ line ‘cos we know you love the ladies.Definitely I love the ladies plenty because women make a lot of things happen.Laughs. T.S.W by Ruggedman now parades male and female Tee-shirts, men’s shirts, female shoes, and male and female wristwatches for now.
From the pictures of the shoes we’ve seen, they appear really high-ended. Is that deliberate? Who are your target audience?My target audience is who ever likes what I have and can afford it. The quality is not in question anymore. It is now a question of ‘can I afford this 20th September Wear item’? But of course they are all affordable apparels.
How affordable would they be? Price range please?The prices range from Five thousand Naira upwards. I can’t tell you exactly which item costs N5000 but be rest assured it is not the female shoes, Laughs
Will there be flats? And will you consider making shoes or goods for regular everyday people or is TSW suppose to be a luxury brand?
I intend to have goods for everyday people and also have luxury items. That’s the way of the world
About how much have you invested in this venture?I have been into this since 2004 so my dear I can not start to calculate how much I have invested. But I can tell you, it’s a lot. Nothing good comes cheap.
Do you have any partners?I do not have any partners yet. I like to have something on ground first even if I am going to approach anybody to partner with me. That way, I can show him/her/them what I have done and not what I am hoping to do.
Who designs the goods?I have my team that does the designs. And I also add my ideas here and there.
Will the items be sold in regular markets or at particular places?
I am starting small so I have particular places where I will sell them. So far I have close to nine outlets in Lagos for starters. I am working with the likes of OUCH, Liz Couture, The Ballers and Hub Media stores inside Shoprite, Lekki to sell. These outlets will be included on all my promo materials for the unveiling that will take place on the 25th of September at The Hub Media stores inside Shoprite, The Palms, Lekki, Lagos from 4pm.
You spoke for poor people and mechanics in one of your popular song lyrics, are you still doing same with T.S.W?Yes because the pay off for 20th September Wear is ‘Fashion for your generation’. And this is despite the fact that my music business is different from my clothing business.
What has been your biggest challenge in getting here today with TSW?That would be ‘how’ and ‘where’ to get great quality apparels, but that I think I have overcome now through hard work and persistence.
What’s the long run vision for TSW?I pray to be to Nigeria what Nike, D & G, and GAP are to America and the world.
If business gets really busy or lucrative, is there the possibility of quitting RuggedRecords and focusing on TSW?Nope, because they work hand in hand
What’s the relationship between TSW and RuggedRecords? Is Chinaydu the only artist on your label and how’s he doing right now?
TSW was able to start off because of Rugged Records. Even my artist, Chinaydu is one of the models for TSW. For now, Chinaydu is the only artiste (apart from Ruggedman ofcourse) on Rugged Records. We are currently looking for an R n B act to sign on. As part of Chinaydu’s promo, a few tracks have been released to fans free for online download and the response has been really positive because it is easy to recognise natural talent when you hear one.
