Yusuf Sanni, aka Buch, has spent the past eight years building champ to be more than a clothing label. Drawing from his deep background in photography, he has built a brand whose name is more than just a clothing tag, but a form of affirmation, inspired by people who simply do things and get them done.
“Building champ is more than just a logo or a product; it’s an experience. Photography has helped me with creating and curating that experience intentionally, and communicating a feeling before someone even interacts with the product.
It has also made me very conscious of consistency. Every imagechoice, campaign, packaging , and social media post contributes to how people perceive a brand. Photography gives me the ability to control and shape those moments.”
Fashion is a business, after all, but for Sanni, some things are above that. As a brand operating out of Lagos, despite what may come his way, he wants to build a lasting impact that the brand can communicate to its customers.
What’s the biggest motivator for you?
“Definitely not money. At the core, doing this is personal for me — like a passion project.”
What’s been the hardest lesson running this business so far?
“Every season, every year unveils a new hard lesson. It never really ends, so there’s nothing specific, but the experience that comes with it prepares and insulates us from bigger problems.”
What do you want your customer to feel wearing champ?
“Comfort and confidence.”