Healdsburg designer Andrew Akufo joins StereoType creator Elizabeth Brunner in working to reshape the world of fashion.
Akufo, who is black, has also developed a clothing line that he hopes is free of preconceived notions and stereotypes.
The 33-year-old designer and Gapelii’s chief operating officer said that when he started his business three months before Brunner, he encountered an expectation that his race would define what he wore and expected of others.
The idea was that he would design “streetwear” to signify the inner city. Instead, Akufo has celebrated small victories with his handmade clothing line, described as “luxurious yet comfortable.”
“We’ve seen a lot of progress as a startup,” he said.
Akufo’s Gapelii brand participated in a fashion show in Vallejo in June.
He believes there is a place for fashion that is comfortable, practical and speaks to those who wear it.
“I wear pink myself,” he said, sarcastically sharing his opinion of Brunner’s son’s preference.
Whether the fashion business feeds the trend may be another matter.
As a market, Akufo said, “It depends on how people grow.”
As a $318 billion US industry, according to Statista 2021 research, there may be a selective niche for genderless children’s clothing.
“With kids wearing it, it just might work,” said Ilse Metchek, president of the California Fashion Association.
Metchek emphasized that there are many mechanical considerations when designing clothing. Few design factors are as subtle as the underarm sleeves.
She noted that direct-to-consumer sales may be the way to market this particular type of clothing line, rather than relying on the “grandma purchases” that often occur at brick-and-mortar retailers. .
“Unless the retailer has unisex clothing,” she said.
Either way, Metchek added that sales in some states will fare better than others. California is the crown jewel in fashion in the states.
“There is no question about that. Much of the style comes from California. There are a lot of imported things and California is more open (to unique styles). This is why the profession comes to California. It is welcoming and has diversity,” she said.
Susan Wood covers law, cannabis, manufacturing, technology, energy, transport, agriculture, as well as banking and finance. For 27 years, Susan worked for a variety of publications including the North County Times, Tahoe Daily Tribune and Lake Tahoe News. Contact her at 530-545-8662 or susan.wood@busjrnl.com.
