FASHION FIERCE

Ennio Hamutenya on breaking down barriers with fashion

Being a creative is to create, and to create is to take risks.

Fire has major importance in many Namibian cultures. In the Ovaherero community, the holy fire has great ancestral and ceremonial significance. For the Aawambo, one of the most essential traditions honouring the alpha person of the village or tribe is to keep a fire lit whenever that person is present.

When Ennio Hamutenya ventured into the fashion business after a successful stint as a football player, the traditional Aawambo practice involving fire sparked his creativity. To date, the same cultural practice is celebrated with each of his signature felt hats which have been spotted on Hollywood celebrities like Diddy, Amber Rose and Winnie Harlow.

In this exclusive interview he talks about his passion for culture and taking the Hamutenya brand to greater heights…

Your brand has grown tremendously over the last few years. What is the biggest factor you attribute this growth to?

Two simple things: My not accepting attitude, and isolation. By not accepting attitude I mean I’ve been told by so many people that the things I’m planning to achieve with my brand are “unrealistic”, but time and time again I prove them wrong. It really isn’t how people rate you but your belief in yourself.

And by isolation I mean I’ve distanced myself from people in general, people who don’t help my growth. I’m 23 years old, and most young adults around my age are distracted by things that may bring temporary joy but have nothing more to show for it other than that. So, by investing time in myself and my knowledge I’ve served my brand and dedicated more time to it than I would to things that bring temporary joy. Discipline is my superpower.

You’ve managed to make an impact in a particularly competitive and cut-throat industry on an international level. How do you do it?

Firstly I give God the glory. Secondly I stay true to myself and what I’m about. There are too many creatives trying to be like other creatives. It’s good to look up to and learn from other successful creatives but that’s where it stops for me. I know what my end goal in fashion is, and step by step I’m getting closer.

The story and the philosophy of my brand is what I believe helped me grow to this level. At the beginning people thought I was crazy. So many times I was asked, “Why on earth would people want to wear a hat with a burnt brim?” But serving a purpose is what people need to turn to.

Being a creative is to create, and to create is to take risks. Just believe in your ideas. My brand’s philosophy is the key and I have already seen the biggest fashion brands turn to my philosophy.

What is your favourite part of your work?

My favourite part is seeing the hope I’ve instilled in the Namibian youth. ‘Make Namibia known 2020’ is a movement I created, and seeing what it’s been doing makes me happy. I want the youth to look up to my mentality – not me, but to my mentality.

What keeps you inspired and how does it translate into your designs?

Breaking down the barriers for Namibians. For more Namibians to be able to make their dreams come true. Having a positive impact on our culture which will hopefully last for eternity.

You recently authored a book – what inspired you to do it and what can people expect from it?

It’s a book I wrote about my view on society, a book I believe our society desperately needs.

To be honest I wrote this book for myself, to deal with me feeling mentally alone because I just wasn’t accepting of society and the direction it’s going towards. So it was me just getting my thoughts out. And now I will have the opportunity to share it with everyone. The release date is the 16 th of July.

And I did this at my young age because there’s one thing which I know about life and I remind myself of everyday: that tomorrow is not promised and you should not live in the future.

Many celebs have been spotted wearing your famous hat, is there a celeb you are particularly excited to see in a Hamutenya hat?

If I told you I would be giving away a surprise. I believe that soon I’ll have the biggest celebrity in the world wear it. I just hope I’ll then get the respect I deserve from my fellow Namibians because I’m really not doing this for myself but for my country.

Where do you see your brand in the next few years?

I see it being amongst the likes of Louis Vuitton, Dior, Goyard, Chanel. I see Hamutenya as the biggest African luxury brand. The first African brand to be at that level. I will also be releasing a full clothing line in 2020/2021. And I plan to get local creatives involved.

To keep up with Ennio’s global domination, follow the Hamutenya brand on Instagram @hamu.tenya.

Rukee Kaakunga is a Windhoek-based Concept Engineer, PR Consultant, and fashion writer. Contact her via email: rukeekaakunga@gmail.com and follow her on Twitter @rukeeveni.