Interviewer: What exactly piqued your interest in design and fashion?
Jude: I would have to think about this, I don’t want to lie. I remember I was going into tech, and I wanted a way to make money on the side. I don’t ask my mum for money because my dad passed away when I was thirteen and it was very tough on her. I have always wanted to be responsible for myself even though my mum has come through for me on many occasions. In pursuit of making money, I rallied like twelve of my friends to start a brand, each contributing about 250 cedis which was quite heavy back then. We failed though on a number of occasions. It reached a point where everybody just quit. I did not even know how to design at the time. I had a designer, so I was just the brains of the operation. I guess that is when I began to develop an interest in what I was doing. When everybody quit, I refused to consider myself a failure. I had never failed at anything before that, so I didn’t know how to take it. I embraced the challenge and learned from setbacks, fueling my interest in design.
Interviewer: Why the name Tribe of God?
Jude: In the beginning it wasn’t called Tribe of God. We first named the brand Glatch. This was because I was listening to a song by YG, Nicki Minaj and Lil Wayne called “My Nigga” but the clean version uses “My Higga” because obviously you can’t say “My Nigga” on the radio. In one of their verses, I think YG’s verse, he said “Glock on my mind”, and Glock is like a code name for a gun. At that time, you could not really google lyrics, so I just said I’d stick with that. I thought he said Glatch, so I just stuck with the name. I run it by my friends, and we looked it up and realized it wasn’t a word which we thought was even better. We used it for a while, but as I mentioned earlier, the business failed. In university, when I started to get closer to God in my own way, I thought about rebranding. I decided to dedicate what I was doing to God and that’s where Tribe of God came from.
Interviewer: What was your biggest obstacle during the early phase of launching and how did you overcome it?
Jude: Simply put, money was the biggest challenge. Obviously, most young entrepreneurs don’t have capital because of the country we live in. I found a system that works for certain types of startups. Let’s say you have an item you feel can get you the most sales and you price it for let’s say 100% profit of whatever the cost of production is. You then go ahead and produce one sample or maybe two or three. If you produce a sample, you do all the photoshoots and do whatever you can to market and then you just take as many pre-orders as you can. In this case, you don’t need capital to produce the samples or the items. From the initial preorders that you get, that profit isn’t yours. So now, you have capital to start a small-scale business if you deem it like that. That’s what got me going.
Interviewer: What was that defining moment where you knew that tribe of God was something you were going to pursue for the long run?
Jude: Back in Mfantsipim, I wanted to be a rapper and even prayed about it. I used to ask God about being a rapper because I knew my mum wanted me to be a doctor, but I didn’t want that. I was seeking for a sign that God wanted me to be a rapper. Of course, that didn’t happen. Fast forward, there was this time when my friend RJZ, who I’ve known since our Mfantsipim days, invited me for a show. I end up going for the show and after, I’m hanging out with him at the parking lot when Joey B walks by. RJZ is talking to him and I’m a mad fan but I’m trying to be cool and calm. I’m hoping RJZ says something that would let me chip in and talk to Joey but the whole time I’m just quiet. I mean I couldn’t really talk because I couldn’t relate to what they were talking about. RJZ finally introduces me to Joey B as a designer. I mentioned the brand name and to my surprise, he had heard of it. He even mentioned one of the designs I had done in the previous year. I was so happy. That was the first moment where I realized I had to do this and make a meaningful impact.
Interviewer: When did you know that Tribe of God had hit?
Jude: Tribe of God hasn’t fully hit in my eyes because I feel like it is a journey and I have not yet gotten to where I want to go. I understand your question though. There are still notable moments that have made me feel as though we are on the right track, like Sony reaching out for a music campaign, Lauryn Hill asking me to design her merchandise for a comeback and the connection with Wizkid. These moments were some of the ones where I felt like we were getting somewhere.
Interviewer: Like you mentioned, you’ve collaborated with notable names like Wizkid and Lauryn Hill. What do you think has been your most effective strategy for building a strong fanbase and gaining traction?
Jude: Jesus. I can’t really explain it to you. I don’t like to step outside much. People don’t know what I look like. I don’t go anywhere, and I don’t do much. I don’t have lots of friends, I have like 3 friends and one girlfriend that I love the most. I spend my time at home watching anime. The stuff just come to me to be honest. I don’t have a marketing strategy for anybody trying to get into the kind of spaces I got into because they just came to me. I wish I could give you a proper answer but really the simple answer is Jesus.
Interviewer: I’m curious about your pop-up strategy as they have been really successful. When did you decide to start doing pop-ups, and what steps did you take to make them successful?
Jude: After witnessing a Nike sale event abroad, I saw the potential to create a similar culture in Ghana. The idea was to offer discounted items, like those that had been in stock for a while, through pop-up events. When I shared this concept with my mom, she encouraged me to explore it further. Learning from European pop-up models, especially the Daily Paper pop-up in Ghana, I initiated the first event, and now, we’ve successfully hosted 10 pop-ups.
Interviewer: Can you shed some light on your marketing approach?
Jude: Tribe of God embraces exclusivity as a brand strategy. When we release collections or specific items, we disclose the limited quantity and emphasize that they won’t be restocked. We are very transparent about items selling out so we would update you regularly if particular sizes are out of stock, driving customers to secure their pieces early. This exclusivity model has proven successful and sells for the brand the most.
Interviewer: What keeps you committed to your original vision? Despite changing fashion trends and industry influences, what keeps you committed to showcasing designs centered around scriptures, Jesus, and the representation of God?
Jude: That’s a good question and an easy one to answer. I would say what keeps me grounded is my faith in God. My journey with God is an everyday thing. When I wake up, I talk to Him. Throughout the day, I fellowship with the Holy Spirit and at the end of the day, I talk to God again. It’s just like constant conversation and a relationship with a father. I don’t see a way outside that. It’s just been so easy with Him on my side so I’m not drifting away from success. I just don’t see a way aside God.
Interviewer: You mentioned being in Tech, but I also saw you have a background in Petrochemical Engineering.
Jude: I do sadly.
Interviewer: Based on that, are you planning to pursue that as a career alongside Tribe of God, or is Tribe of God your main focus? Any other side projects or interests you’re exploring?
Jude: Apart from Tribe of God, I engage in various ventures. I offer freelance design services for numerous companies and run my own print and logistics businesses. From 2018 to 2020, I operated a satellite-based platform and a TV station. Additionally, I provide consulting services for brands aiming to enter emerging economies, leveraging insights from a course I took in Harvard. I have done a lot, but I don’t have like a love for petroleum or petrochemical engineering anymore if that’s the question.
Interviewer: So, you don’t currently work in a field related to your Petrochemical Engineering course?
Jude: Aside consulting, then no.
Interviewer: In relation to that, what’s your advice for those who have a passion not aligned with their current course? Would you recommend pursuing their passion or sticking to the course they’re in?
Jude: If someone is paying your fees, stick to your current course. Make enough money; and once you can comfortably pursue your passion while repaying the person who funded your education, go ahead. Make it profitable and also make them proud at the same time.
Interviewer: Would you say networking has been an important aspect of your business? If so, how exactly?
Jude: Yes, a 100%. I have always understood that being able to get into certain networks and markets would propel the business. Tribe of God is a good example. After I did the first three or four popups in Accra, I ventured into Kumasi and Takoradi. I felt I had done a lot in Ghana because the main places to hit in Ghana are Accra, Takoradi and Kumasi. I wasn’t too sure what to do after that but luckily someone connected me with Show Dem Camp in Lagos. Offering free designs for them opened doors to pop-ups in Lagos, introducing me to Nigerian artists like Tems and Fawz. This networking extended to collaborations with Jameson and Irish Whiskey. Networking is very important because through that you get to tap into so many other different income streams or just different markets.
Interviewer: What advice would you give young entrepreneurs on their approach to networking?
Jude: Don’t sell yourself too much, just try to be organic. Remember, you’re a service provider. It’s about the value you offer, not you or personal popularity. Strive to be good at what you do, delivering your service with excellence. Focus on showcasing your abilities and let your work speak for itself. It is all about providing value to others through your skills.
Interviewer: After a decade on this journey, what would you say is the most significant lesson you’ve learned?
Jude: You can plan and plan but if it is not in God’s will, it is not going to happen. Still plan, just let God lead because God’s time is not your time, and our time is not God’s time. Patience and letting God lead are the most important things because obviously He has your best interests at heart.
Interviewer: What advice do you have for young, aspiring individuals—whether budding entrepreneurs or those contemplating starting something new?
Jude: Every loss is an opportunity to make money; view it as an opportunity and capitalize on it. Instead of dwelling on the bad things that happen and asking questions like “why me?”, see it as God’s signal for another way you can make money in the meantime. People often miss these opportunities by not seeing them as potential sources of income and they just let it pass. Embrace the mindset that every loss carries the potential for financial gain, and you’ll navigate challenges with a new perspective.