Unbound: your life, your voice, your world.

The Man Behind the Design

One look at 19-year-old criminology major and clothing designer Bola “PRiMO” Okoya and instantly you will notice an air of confidence. “I find it all so wonderful and I feel everyone should feel like the elephant in the room."

"By this I mean that the clothes I design meet the eye, and you can’t help but notice me or anyone else who is wearing anything I’ve ever made,” Okoya explains.

From that statement alone, you would sense a cocky nature. But, it is not the typical cockiness that is off-putting, nor is it an air of entitlement. If you want to classify it as a cocky aura, it is actually one that will make you chuckle in pure delight because he is just being honest, and well, Okoya’s designs are kind of a big deal.

But, delve a little deeper and you’ll recognize it’s really a quiet confidence that Okoya has, engulfed with an appreciation for the talent bestowed upon him. He knows he is talented, yet he realizes that his flair for creating fashion-forward, urban-inspired pieces will only get him so far. Without a strong work ethic and ambition driving that talent, he would probably remain nameless. He would probably be just another young artist who has yet to tap into his full potential. Weeks before Okoya unveils his latest collection at “Eye Candy,” The Black Student Union’s annual fashion show (the show was held April 12, 2008), he decided to let Unbound become acquainted with the man behind the design.

Unbound: So, you're a busy man these days. I feel like you're always putting out new designs. Where do you find the time?

Okoya: Always! Always! Always busy! With school and working two jobs, I don’t know how I find time to get anything accomplished. When you have an overwhelming schedule something has to give, and for me it was my social life. I barely just hang out anymore. Maybe once in a while to relieve stress, but rarely.

Unbound: I know you started out designing at a young age, but in the past few years, you've made a name for yourself by actually creating a design company, PRiMO DESIGNS. How did you get started?

Okoya: It all started in 1999 when I first became interested in graffiti and urban art. Growing up in New York I was always around it but never paid attention because I was so young and unaware of my surroundings. But as I became more interested, I practiced more of my art. I became involved in “tagging” (writing my name on public objects--- park benches and bathroom walls). I would say the first shirt I ever did was in 8th grade using regular sharpie markers. In high school, I moved on to paint markers, and finally paint. This was during sophomore year when I made my first shirt using acrylic paint. As far as creating a name for myself, I interested the right person at the right time, and she saw big things in my future and was a great advisor. I thank Sonya Spann (senior English major at the College and his mentor) because she really helped me out when it came down to brainstorming on how serious I wanted to take my company and the steps that I would need to use to reach those goals that at that time were not even dreamed of.

Unbound: I've noticed your designs are urban-inspired and have a fun, edgy, bold, and colorful feel to them. Where does your inspiration flow from?

Okoya: My inspiration is all around us. Movies, music mostly, graffiti, just the entire hip hop culture.

Unbound: What kinds of apparel do you design and what materials do you use? From looking at the designs, I see a lot of paint is involved.

Okoya: I can design basically anything: shirts, hoodies, sneakers, purses, and now even dresses. I just wish I could sew and stuff like that (laughs). But, I do use acrylic paint and also know of fabric paint.

Unbound: So are you interested in one day going to a design school to learn the mechanics of sewing?

Okoya: I would like to learn how to cut and sew and all that other stuff, so a design school wouldn't be too bad. Instead of buying hoodies and T-shirts, I could make my own!

Unbound: When you first formed your company, how did you get people to notice you and your designs? How did you promote yourself?

Okoya: I have this blue track jacket that I made when my freshmen year started. One of the first items I made under the name, “PRiMO.” I wore that thing everywhere (laughs) and people started asking questions. Also with the help of my best friend, THE INTERNET, I was able to upload pictures to Facebook and Myspace. Another thing I take pride in is that my designs are so unique that everything I make is like a walking billboard or a giant business card, so that helped a lot as well.

Unbound: I know last year you debuted your clothing line at The Black Student Union's annual fashion show. Do you have any funny behind the scene's stories for me? I know it must have been very stressful having to pull together so many pieces.

Okoya: Those were honestly the most fulfilling feelings I’ve ever had in my life! I was backstage watching the models walk up and down the stage and I was in absolute disbelief. Funny stories? No, I’m sorry nothing comes to mind. But I will say that the day of the show I actually came a little late. That morning I finished a hoody, started a blazer and designed a shirt for myself. It was stressful, but I must say that I had a lot of fun doing it.

Unbound: Are you showing your work at this year's fashion show? If so, what has been the hardest part about preparing for it and the most fulfilling part?

Okoya: Yes I am. This year’s fashion show is on April 12. I think the hardest part about preparing for it this year is that I have a lot more obligations than I did my freshman year. At last year’s show, I demanded that the models bring me what they wanted to be designed and after the show the models would keep their custom clothing. This year I’m taking a different approach. Instead of having the models purchase the clothing for me to design, I bought everything myself according to what I wanted each model to wear. After the show, I will still own all the clothing I designed, but it will be available for purchase by the models and anyone else who might be interested. After the show I’ll see if my new method worked.

Unbound: After you graduate are you interested in expanding your company or is this just something you're interested in doing in college?

Okoya: Yes, I am interested in expanding. Yes, because this is what I do and has become a part of my everyday life. I couldn’t see myself not designing clothes. I already have a fan base throughout New Jersey and New York as well. My work can also be seen in Philadelphia, Chicago, and in Texas. There will definitely be more expanding in the near future. This is definitely not just a college thing. I see big plans as far as expanding throughout college campuses in New Jersey and in Brooklyn, New York.

Unbound: Have you gotten the opportunity to show your designs at any other fashion shows or events?

Okoya: I’ve really just been doing custom designing for individual people and haven’t really been showcasing my work. Right now, I’m meeting with students from Mercer County Community College to put on a fashion show in May, so look out for that.

Unbound: Having a business means you more than likely have to deal with a lot of people, from clients to people who want you to collaborate with them. What's your biggest pet peeve when it comes to conducting business with people?

Okoya: I’ve done a lot within the past year, business wise, and I’ve learned even more from dealing with many different types of people. Right now I consider what I do a service and I get offers and orders everyday. But I’ve had so many people not follow up with me that I find it a little hard to take anyone seriously until I’m actually in the process of designing their clothes. Then I know that they seriously want my services. As far as collaborating, I apply the same philosophy. I get a lot of requests from other up and coming designers to make a collaboration piece or something but it never actually happens.

Unbound: Is there a difference persona-wise between Bola the person and Bola the designer?

Okoya: GOOD QUESTION! I like to think so (laughs). Most people find me, “Bola” to be really quiet and laid back, and I am for the most part. “PRiMO” my counter-part is the big dreamer, the man that welcomes all challengers and thrives on attention and admirers when entering a room. I wouldn’t really say me “Bola” and me “PRiMO” clash in persona like T.I. vs. T.I.P. (reference to rap artist T.I.’s album that pits the rapper’s two personas against one another). I feel it’s more of having the best of both worlds all wrapped in one. I can easily be invisible in a room full of people and 5 minutes later be the life of a party, (laughs). I just love being PRiMO!!!!!!

Unbound: So how did this name, PRiMO emerge?

Okoya: I think it was during my senior year in high school or maybe even in the summer right before it when I was watching a movie with an Italian mob plot. One of the rival bosses’ name was Primo Sindone. Something about the name or maybe even the character drew me toward that name. I started using it in my artwork and it just sort of grew on me from then on. To me it means a lot more than just the name of a character in a movie. It’s apart of me now, and I associate it with great things such as being the boss, the capo, top dog, the best, and greatness--just simply greatness.

Unbound: How would you describe your collection?

Okoya: It’s unique. It’s like the new kid on the block that everyone wants to be friends with. I would never actually describe that kind of person that wears my designs because it is bad for business (laughs). I try to make my clothing appealing to all people--young and old, and people of all ethnicities. But honestly so far the majority of my customers look like me (laughs).

Unbound: What motivates you?

Okoya: The million dollar question! People like to ask and talk about my finances and things of that sort. Rule number one in any business: DON’T DO IT IF YOU DON’T LOVE IT. Simply, if you’re in just for the money, you will sink faster. The main goal of a service such as my own is to make sure the customer is satisfied. If I’m busy worrying about how much I’m eating and trying to get more money, then my goals are harder to see. I guess what I’m trying to say is that money has never been my motivation simply because it’s not what puts a smile on my face. What motivates me to spend countless hours locked up in my room is the joy I see on a customers face when they get a “PRiMO DESIGNS” shirt or hoody. That feeling of accomplishment is priceless.

Unbound: How would you describe your personal style?

Okoya: My sense of style comes from New York, straight up. Brooklyn, Harlem, just straight New York! Yeah, as you can see I rep New York! Born in Brooklyn, lived mostly in Staten Island. I miss it (laughs). New York is the Mecca of all fashion in the North East region of the United States and the world feeds off New York’s style.

Unbound: Do you look up to any designers?

Okoya: Right now I only look up to a guy I know from Trenton, New Jersey, Will Kasso. He actually led me in the right direction in terms of what paint to buy and things like that. It’s funny because I knew of him through an art teacher in high school, but while I was shopping for supplies, he gave me his card and helped me build my skill at the beginning. He used to work for Miskeen (a clothing design company based in Camden, New Jersey), and also designs custom clothing. He is on another level really. He has designed hoodies for artists like Redman and Raekwon--the chef from the Wu-tang Clan.

Unbound: What advice do you have for other people who are looking to get into design or launch any type of business?

Okoya:. Make sure you have a clear vision of what you want to get accomplished and keep your eye on the prize, whatever it may be. And watch out for people with ill intentions. “Success. It's got enemies. You can be successful and have enemies or you can be unsuccessful and have friends.” This is from American Gangster (the film). This is somewhat true, but does not apply to me. This is because I am very humble and hardly ever arrogant, so I make friends with customers and others who want to do business. I have had to distance myself away from someone who worked under me. He was unreliable and I couldn’t trust him. I didn’t want that type of attitude associated with “PRiMO DESIGNS,” so I let him go. I make sure that I keep a strong network so there will always be a person or a group of people who want my services. So remember, being humble but knowing where to draw the line keeps your business running smoothly.

Unbound: If you could design something for anyone in the world (celebrity or regular person) who would it be and what would it be?

Okoya: As I mentioned before, my inspiration is hip-hop and urban art. Hip-hop is a culture and is highly displayed and represented through music. So I would have to say it would most definitely be an artist that has international status. The artist that comes to mind is Jay-Z. He is known world wide and is one of those ultimate business men that I admire along with Diddy and Russell Simmons. But, definitely Jay-Z, I think I’d make him a real clean blazer, has to be white though!

For more information on PRiMO DESIGNS, visit: http://primodesigns.bravehost.com/home.html