The fearless and contemporary vision of OUTNUMBER

Fearless, resilient, enterprising. This is how Kakra Juma-Nuamah, founder of the brand OUTNUMBER describes herself, and just looking at her brand and her style you definitely can see why. Aries rising, Aquarius sun, Kakra is Ghanaian and her name means "little" but also "twin" (in fact she has a twin sister). She is currently living in Toronto, Canada, a multicultural city where her brand was born in 2017, and is proud of her roots and to see how some cultural elements of Ghana, like music, today are being embraced internationally.

If you see her, you'd think immediately "she definitely works in fashion!”, you can tell from her great fashion sense and a timeless (but at the same time sensual and contemporary) taste. This passion for style and fashion comes from her mother, just like the love for Gucci and Tom Ford, gold and 90s inspiration. All these elements are an essential part of her brand OUTNUMBER.

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Following the launch of the first collection, which combines apparel and handbags, modernity and craftsmanship, Kakra told nss G-Club many details about her brand, the inspiration behind the collection, her vision and future projects in a mini interview. Enjoy!

When did you start getting passionate about fashion and when did you start designing clothes? How and when did OUTNUMBER come to life? 

I’ve been passionate about fashion since I was a little girl. It was a great way to escape and to feel a sense of community. I spent a considerable amount of time immersed in the online fashion community, mainly on platforms like LiveJournal and communities about vintage and early 2000s fashion design. While growing up, I actually wanted to be a model scout or fashion photographer. I was obsessed with Hedi Slimane back in the early 2000s, specifically his photography. As I grew up, I consistently challenged and pushed myself in different design disciplines, whether it was sewing by hand, drawing, sketching, painting, writing poetry or graphic design. I would just sit for hours exploring, creating and learning. 

I started cutting and sewing different fabrics, usually from old clothing. I used my Barbie dolls as fit models. I just cut and sewed my own jeans, t-shirts, sweaters, dresses, whatever I envisioned my dolls wearing, because I didn't like their regular clothing!
Having the ability to create something with no rules and no boundaries still gives me such a potent feeling! Since I was little, I always knew I would work in fashion, and at some point, I found myself immersed. 

OUTNUMBER came to life in the summer of 2017. It started with a bigger version of the Mini Firma Bag (that I haven’t yet released!).
I remember at the time, I told the boy I was seeing then that I intended to start my own fashion brand. He told me that it was too hard and impossible for me to pull off. For most people, that would be quite discouraging, but for me, it was a form of fuel, and I just intuitively knew that I would do it. I was determined to - and now here I am, still growing. 

Who and what inspires you? Are there any designers you would like to collaborate with?

I am inspired by a multitude of things - I pay close attention to what is present and in the moment, while simultaneously appreciating things from our past and our history. Also knowing where you come from is key, because if you know where you started, you will have minimal issues building the foundations for where you wish to go. 

I am largely inspired by a lot of timeless artistic movements such as Brutalism, Art Deco, Modernity and the Italian Renaissance (this is also why Florence feels like home to me!) I’m inspired by cinematography - I had an obsession with Jean Luc Godard’s direction and expression for years. The late singer Aaliyah always inspires me, she was so private and so alluring. Beyoncé inspires me, as a true Virgo sun with strong Libra placements. I will never forget watching her documentary, the clip where she's in the elevator with her mother, and she essentially says that she doesn’t need sleep. It was in that moment that I said to myself, “Well, if Beyoncé doesn’t need sleep and is always grinding, then why do I?” This is what I tell myself on days when I want to just chill out - I just think of Beyoncé! 

In terms of collaborations, my dream collaboration would be Phoebe Philo. Her innate ability to transform CÉLINE at the time is quite a testament to her legacy. If I had a second choice, Tom Ford - forever! Lastly, Rihanna. Astrologically, we both have Mercury in Aquarius and an Aries rising, so I know we would just kill anything we created together. She’s so fearless, and I know that one day we are definitely going to kick it. Hi Rih! 

How would you describe the OUTNUMBER woman?

I would describe the OUTNUMBER woman as passionate, intimate, fearless, yet thoughtful, and I can’t stress this enough - confident. She is self-assured, daring, with a hint of being demure. She plays chess, not checkers. She has a sharp understanding of her own femininity, yet does not shy away from embracing her masculinity. She’s not overly concerned with what is fast and current, she focuses on pieces that elevate her today, tomorrow and beyond. The elevation here is subjective. There is a yin and yang, and she knows when and how to play those cards to her advantage.

The same can be said about the OUTNUMBER man (yes, I have a menswear collection in the works!) - he is definitely going to make his presence known in the near future. My designs can be worn on both men and women - this is where the self-assurance and confidence come into play.

OUTNUMBER combines the modernity of Canada and the craftsmanship of Made in Italy. How do these two elements blend in your brand?

I like to think of OUTNUMBER as a global brand. There are obviously underlying hints of where I came from and where I’m based, but I think my foundation of influence is so global that it doesn’t really pull from Canada specifically. I do design at my studio in Toronto, but I’m constantly drawing influence from the internet and from history. The craftsmanship of the “Made in Italy” angle really defines OUTNUMBER, as it’s what makes the brand special - not many brands design in Canada and produce with an Italian level of craftsmanship. I do really feel that the contemporary OUTNUMBER vision I have blends super nicely with the traditional craftsmanship behind the Italian production.

What are your upcoming projects with OUTNUMBER?

I have been working on new designs that will be released throughout the year. However, there is one design I’m super excited for that I’ve been working towards for over a year now. I have high hopes to release this piece for SS21 - it’ll be my second accessory. I won’t say too much as I am a firm believer in manifestation, but this is a special piece that is 100% intended for all. 

Do you think that the fashion industry has started to give more voice to young talents in the last few years?

I have noticed that a lot of people are becoming aware of young, emerging talent, and this is beautiful to see. Although I think that there will always be support for something that’s tried and true, there’s definitely something to be said about being an underdog. Someone that is determined, and in a way, has nothing to lose. There’s just a different energy creatively. This isn’t talked about as much, but a lot of experienced talent look to emerging talent, whether this is publicly acknowledged or not. Everyone loves an underdog, and in this case, I’d consider young, emerging talent to be underdogs. There’s something refreshing, eye-opening, and raw about the existence of new and upcoming talent, always. 

To discover how nss G-Club styled the Mini Firma bags, check out on Instagram @nssgclub!

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