How Basic Respect started: Jerome's side of the story

It started at a bar

Lukanda and I met through a friend at a bar, and I ended up working there with him. We stayed friends, and it turned out we both had a real interest in fashion and in business.

About two years ago we decided to actually do it. We plotted and schemed for four or five months before we placed our first bulk order.

Before Basic Respect

I was working in logistics. But I'd wanted to start a clothing brand since high school. I studied fashion, textiles and merchandising straight out of school, and a lot of what I know today comes from that.

Who does what

I look after the systems and tech side: the website, email and social media marketing, and the art direction. Kunda focuses on social media and video editing. Everything else, we split.

What the name means to me

"If you take care of your mental health, your physical health and get the most out of life, then you yourself are the fit. The clothes are just a complement."

Basic Respect is more of a lifestyle. It's about being the best version of yourself. The clothes are there to back you up, not to be the main focus.

Where my taste comes from

I've always loved vintage clothing, purely because it's not about the brand. It's about the fabric, the fit and the functionality. Vintage Americana and Ametora, the story of how Japan took American style and made it its own, have influenced every brand I like, and they have a lot of influence on how I design. It's also why there's no logo on the front.

Two Africans building something

Lukanda is Kenyan and I'm Mauritian. I think, both being African, it's important for people from our cultures to be out here building something and aiming for success. To go against the grain and stick it to a world that's still full of stereotypes and discrimination.

The hardest part

Juggling a friendship and a business together has its challenges. Lukanda's one of my closest mates and that friendship matters more to me than anything we sell. What makes it work is that we talk things through openly, we trust each other, and we both know the other one is putting the work in.

The proudest moment

Our first birthday pop-up on Brunswick Street. Seeing random people come through who follow us and believe in what we're doing, and actually getting to talk to them, was really surreal. Meeting the creators we'd gifted pieces to was a highlight too. They all love the brand.

Where we're going

Ideally, a household name. A go-to for basics first, and then for everything else you need: denim, outerwear, headwear. I'm influenced a lot by Ralph Lauren, J.Crew and classic Americana, brands that don't stick to one garment but let you build a whole outfit. That's where we want to get to.

Lukanda's side of the story is coming soon.