With streetwear continuing to dominate trends and wardrobes of Dubai urbanites, the newest addition to the scene is ÚCHÈ that’s offering something unique and bold thanks to it’s blend of designer’s Nigerian heritage with urban aesthetic.
Co-founded by Nigerian sister duo Amby Orah and Joy Orah, the Dubai-based fashion brand launched the label in April 2019 and is a culmination of urban and contemporary styles with a touch of sophistication.
The word ÚCHÈ meaning ‘idea’ in Igbo, the native language of the founders in Nigeria, represents the series of original and spontaneous ideas that ÚCHÈ by Amber will be putting forward. ÚCHÈ by Amber RTW pieces are produced in limited numbers for each collection to maintain exclusivity. The first capsule collection used 100% organic cotton, cotton twill and silk, all sourced and produced in the UAE.
While fashion educated designer and younger sister Amby is the creative force behind the brand, older sister Joy runs the operations and has an extensive business management background.
If you’re ready to add a touch of quirk to your urban wardrobe, hear more from Amby below.
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What was your favourite subject in school?
My favourite subject at school was fine art.
What was your first job?
My first job was a fashion model. I have modelled for brands such as Roberto Cabello and Michael Cinco since then. Being in front of the camera and watching behind the scenes of fashion shows made me realise I had a passion for creating art through fashion.
What inspired you to launch ÚCHÈ?
My personal take on style and passion for fashion and garments is what inspired me to launch ÚCHÈ . I couldn’t find a local brand here in the region that provided edgy and conceptual fashion (that I personally needed) and since I always found fashion itself inspiring, the ability to express myself and cater to my style came easily. Thankfully my sister believed that these creations should be shared with the masses and came up with the idea of us teaming up and bringing our brand “ÚCHÈ by Amber” to life, which literally translates to “IDEAS by Amber”.
What are the key elements of your role?
I create conceptual takes on fashion. I love bringing a twist to the concept of design whilst still keeping up to date with the trends of the moment. My designs are for people who like to differ from the norm, like myself as well as for those who want to take that first step to standing out.
Talk us through your daily routine.
When I wake up at, say around 9, I read a page from my motivational book, get ready and then head to emails. Once I am done responding to emails, I contact people I am supposed to reach out to and shortlist meetings I will be attending for the day, or in some cases I am booked for a full day photoshoot. Once I am done with my meetings or photoshoots and have time, I head to production and get creative with my amazing production team. After my working day ends, I then head home to get ready to make it on time to my night job.
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What advice would you give to anyone looking to follow in the same footsteps?
If you feel you can do it, just go for it. Leave fear and doubt behind. Never let anybody tell you that you can’t do what you want to do in life. Do it and prove them wrong.
What fashion brands can we find in your work wardrobe?
ÚCHÈ (of course!), Adidas, Nike, Puma, Louis Vuitton, H&M, Savannah Creations and Pyer Moss. You’ll always find me wearing something that I’ve made, or at least customised to suit my own style.
What’s the best piece of advice you ever received?
I’d say the best piece of advice I have ever received is: “Stay ready so you don’t have to get ready”.
And what is the worst?
Definitely “try to aim for a more realistic job”. Like seriously? I was like “bye” and didn’t take that advice obviously.
What is the biggest challenge you had to overcome?
Criticism. I am always facing criticism due to what I do for a living. You have to learn to take it on the chin and not let it stop you from doing what you want to do.