Oscar Badibanga, Co-founder and Creative Director of badibanga, discusses his creative journey and influences that led him to launching his own label.
What do the first 30 minutes of your day look like, your morning routine?
I usually wake up between 6 and 6:30am, depending on the day before. The first 30 minutes of my morning are sacred to me. I begin with prayer, which is the foundation of my routine – it’s a moment of deep connection, gratitude, and reflection. Through prayer, I align myself spiritually, grounding my intentions for the day. I follow this with meditation, focusing on positive thoughts and visualising how I want the day to unfold. This quiet, intentional space of silence allows me to center myself, find clarity, and approach the day with purpose.
What was the catalyst to launch your own brand? Was the goal always to start something of your own?
My first collection was titled ‘My Grandfather Was a Tailor’, and it served as both an homage to him and the catalyst for launching my own brand. Discovering that he was a tailor sparked something in me – it was both a direct and indirect influence that made me realise I wanted to create something of my own. I’ve always been drawn to design, constantly sketching ideas and envisioning pieces in my mind. But there comes a moment when what feels like a hobby transforms into a purpose. At first, I didn’t see it as more than something I did in my free time – whether in my room or at school when I needed an outlet. But over time, I recognised that this passion wasn’t just a creative escape; it was what I truly wanted to dedicate my life to. Although I didn’t have the opportunity to formally study design, I’ve been fortunate to spend over 20 years working in the fashion industry. That hands-on experience taught me invaluable lessons, shaping my understanding of design, craftsmanship, and the business itself. It was through this journey that my goal crystallized: to build something of my own. And that’s exactly what badibanga represents today.
“Becoming a designer felt like a natural progression. It wasn’t just about having a creative vision – though that’s always been a part of me, from sketching ideas to imagining collections”
Talk us through your career journey. How did you find your way into the fashion space and was being a designer an obvious transition for you?
I’ve been fortunate to spend the past 27 years working in the fashion industry. Throughout my career, I’ve held a variety of roles – from brand manager to store manager, buyer, and, of course, visual merchandising, which I’ve done for many years. Fashion was always the path for me; there was never a doubt. It’s more than just a career – it’s been my passion from the start. I always knew I wanted to have my own brand; I just didn’t know when or how it would come to life. So, I put in the work. I had the privilege of working with incredible brands both here in the UAE, where I’ve been based for the past 13 years, and across Europe. Every role taught me something new, shaping my understanding of both the creative and business sides of fashion.
Becoming a designer felt like a natural progression. It wasn’t just about having a creative vision – though that’s always been a part of me, from sketching ideas to imagining collections. It was also about having the commercial insight, understanding how the industry works, and knowing how to bring a product from concept to reality. That combination of creativity and business acumen made the transition seamless, and it’s what led me to create badibanga.
What did you learn during those times that you apply to your business?
Over the years, I’ve learned countless lessons, but if I had to highlight a few that have shaped how I run my business, patience would be at the top of the list. I consider it one of my greatest strengths. In fashion – and in business in general – there’s often a rush to seize every opportunity, but I’ve learned the value of waiting for the right time, the right place, and the right people. Not every door needs to be opened; it’s about recognizing which ones truly align with your vision. Another key lesson is the importance of balancing creativity with a business mindset. Being creative is essential, but understanding how to translate an idea into a commercially successful product is just as crucial. It’s not about becoming a full-fledged businessman, but about knowing the steps, challenges, and opportunities that turn a concept into something impactful. Lastly, I’ve learned not to be ashamed of working hard to support my dream. Even now, I continue to work alongside building my brand to ensure it’s financially sustainable. There’s no shame in that – if anything, it’s a testament to the dedication and resilience required to turn a vision into reality.
“The brand was born out of my desire to create a wardrobe for myself, so in many ways, it’s an extension of who I am and how I perceive aesthetics and beauty”
What are the core values/DNA that define the badibanga aesthetic and how do you approach things differently?
The core values and DNA of badibanga lie in a clear and personal message. The brand was born out of my desire to create a wardrobe for myself, so in many ways, it’s an extension of who I am and how I perceive aesthetics and beauty. One of the key elements of the brand is the idea of a modern uniform. The clothes are inspired by various uniforms, especially workwear, but I aim to elevate them by infusing a sense of elegance and refined aesthetic. Comfort is also a fundamental aspect of what we do. I want people to feel at ease in what they’re wearing while still looking sharp and stylish. The goal is to create versatile pieces that transition seamlessly from day to night clothes you can wear anytime, anywhere. What sets us apart is how I approach design. Instead of just looking at what can be considered ‘fashion,’ I focus on how to redefine those familiar ideas by adding layers of meaning, sophistication, and practicality. It’s about finding a balance between utilitarian influences and creating something that feels fresh, elevated, and unique. What also set me apart is that I approach design from a deeply personal place – I create first and foremost for myself. It’s almost as if I’m building a wardrobe that reflects my own aesthetic, my own sensibilities, and then sharing that with the world. I’m not the type of designer who can create something I wouldn’t wear or that doesn’t resonate with me on a personal level. For me, it’s never about producing pieces just to fill a collection or meet a quota. Every design has to have a purpose, a connection to who I am, and a level of authenticity that I’m proud of. I focus on creating pieces that truly resemble my identity, things I’d love to wear over and over again. I believe that when design comes from that genuine place, it naturally connects with others who see themselves in the same aesthetic. These pieces are truly unique.
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How did you go about designing the pieces in your ‘Project O: A Love Letter to Amerikamura’ collection and where did you source inspiration from?
Designing ‘Project O: The Love Letter to Amerikamura’ has been an incredibly unique and personal journey for me. Unlike past projects where I might have drawn inspiration from someone else’s story, a specific culture, or a place, this time I went back into my own past. It all started when I stumbled upon a photo of myself taken seven years ago on the streets of Osaka, in Amerikamura. That moment unlocked a flood of memories and emotions, bringing me back to a time when I was deeply inspired by the energy of that neighborhood. Amerikamura is a fascinating fusion of influences – a place where vintage aesthetics coexist with traditional Japanese dress, and where cultural elements from around the world collide to create something entirely new. There’s this beautiful tension between embracing tradition and expressing rebellion, and that duality became the foundation of Project O. Interestingly, ‘Project O’ was just the name of the folder where I initially dumped all my ideas – sketches, images, notes – anything that sparked inspiration. Over time, it grew beyond just a working title; it became the heart of the project. Even now, all the brand’s creative files are housed under ‘Project O,’ making it both an archive of past memories and a living, evolving space. Revisiting old sketches from seven to ten years ago and realising how relevant they still feel today has been a beautiful, full-circle moment.
Where is your production based and how challenging was it to source the finest materials?
A significant part of my production is done right here in Dubai at an incredible atelier called L’Atelier Middle East, owned by my good friend Fay. This is where some of my strongest pieces come to life, including the beautiful coat featured in the collection. All the most intricate and complex designs are crafted there, thanks to the atelier’s exceptional craftsmanship and attention to detail. On the other hand, I produce all my fleece items – like T-shirts and hoodies – in Türkiye with a manufacturer called Aymoda. They’ve been fantastic to work with, consistently delivering high-quality pieces that meet my standards. When it comes to sourcing fabrics and materials, I’d say it’s one of the most fulfilling parts of the process for me. It’s a journey filled with moments of both satisfaction and occasional disappointment, but that’s part of the beauty of it. With my years of experience, I’ve come to believe that great design starts with the right fabric. While sourcing can be complex and challenging, it’s also the part I enjoy the most because it’s where the foundation of every piece begins.
Have you had any mentors along the way and if so, what knowledge did they impart?
To be honest, I didn’t fully understand the value of mentorship in the business process at first. But over time, I realised how essential it is to have people you can rely on – individuals with expertise and perspectives that complement your own. One of my key mentors is someone I turn to for guidance on business strategy. They help me step back and view my brand from an outsider’s perspective, which is invaluable. As a creative, it’s easy to get emotionally attached to your work, but a mentor helps you detach just enough to assess things more objectively. They bring a level of clarity that balances the emotional and artistic investment with a practical, business-oriented approach. The most impactful knowledge I’ve gained from my mentors revolves around the numbers – understanding strategy, budgeting, and long-term planning. These were areas I used to approach from a distance, but now I’m fully engaged with them. Their guidance has helped me not only tackle cur- rent challenges but also develop a clear vision for the future of the brand.
How many people are in your team now and did you start out alone?
badibanga started as a solo project, but today I’m fortunate to have not just a team member, but the best partner I could ever ask for – my wife. She’s been part of this journey from the moment the idea for badibanga became clearer in my mind. When we got together, I told her I wanted to fully commit to building the brand, and she’s been by my side ever since, offering advice, support, and perspective that only someone who truly knows you can provide. Over time, it became obvious that her role wasn’t just supportive – it was integral to the business. She now handles key areas like communication, strategy, and partnerships, though her involvement extends far beyond just those responsibilities. While I focus on the design and creative direction, she’s the backbone of everything else, ensuring the brand grows with purpose and clarity. Of course, our goal is to expand the team in the future, bringing in people to support us in areas like PR, communication, and other aspects that can be challenging to manage with a small team. But for now, it’s the two of us, building badibanga together, step by step.
What is your vision for yourself as a designer and how would you like to develop your brand?
My vision for myself as a designer is to continuously evolve. I don’t want to limit myself to the skills I have today; I want to keep learning and growing, staying curious and excited about the world around me, just like I did when I first started. I’m eager to explore new aspects of design, like pattern cutting, and dive into areas of the business that I’ve never fully engaged with before. Even parts of the process I once thought I wasn’t interested in, I now see as opportunities to expand my knowledge and skills. As for the development of the brand, that’s a major focus for us right now. While I’m passionate about designing clothes and have a clear vision for future collections, I also believe that a brand should be more than just garments. It should be about ideas and social involvement. We’re working on some exciting new projects that extend beyond fashion, and while I can’t share everything just yet, we’re looking forward to unveiling them soon. For me, the brand’s evolution is about pushing boundaries, expanding our reach, and being a platform for creativity and impact in ways that go beyond clothing.
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