How I Swapped My Degrees for  Fashion to Combat Counterfeits – Rasaq Adefemi

Despite earning degrees from the University of Ilorin and the University of Lagos, Rasaq Adefemi chose an unconventional career path by venturing into the fashion industry.

Setting aside his academic qualifications, he established a fashion business driven by a mission to provide customers with authentic, highquality products and reduce the prevalence of counterfeit and substandard items in the market.

Echonews visited his store in Ikeja, where he shared the story of his journey from university graduate to fashion entrepreneur, the challenges he has faced, and his commitment to promoting genuine products in Nigeria’s fashion industry.

As we sat down in the ever busy Adeniyi Jones, inside a store filled with luxury shoes and clothing, the air carried a distinct blend of influence, quality, and fulfilment for the fashion industry. Indeed, Zaq Clothing is a place to be. Inside this carefully curated space, Echonews Correspondent Kehinde Adeleye engaged the founder and CEO of Zaq Clothings and Accessories, Mr. Rasaq Adefemi (Zaq), in a deep conversation marking the 5th year anniversary of his flagship store..

Can we meet you?

My name is Rasaq Adefemi. I am a fashion consultant, fashion influencer and the founder of Zaq Clothings and Accessories. Most people simply call me Zaq.

Looking back, what inspired the launch of this brand five years ago, and what problem were you trying to solve?

The truth is that Zaq didn’t really start five years ago. The flagship store opened five years ago, but I’ve been in this business for close to two decades. I started during my secondary school days in Ilorin. Back then, it wasn’t a business; it was simply a lifestyle.

Fashion has always been part of me. After graduating from the university, I realised I wasn’t cut out for conventional employment. I enjoy creativity, independence and pushing boundaries. So I decided to turn my passion into a career instead of searching endlessly for a job.

My education at both secondary school and the University in Ilorin, University of Lagos shaped my resilience and refusal to give up. So I wouldn’t say I was trying to solve a problem. I was simply pursuing something I genuinely love.

Overtime I realized the industry is polluted with knock-offs, sub-standard & fake stuffs. So I decided to be that vessel.

What was the biggest challenge you faced when you officially started, and what would you describe as the defining moment in the last five years?

Entrepreneurship in this part of the world is tough. Starting wasn’t easy. At some point, I obtained a loan from Sterling Bank to support the business.

I had already paid for the store space and still needed to renovate and stock it. I don’t compromise on quality. It’s either 100 per cent original or nothing. I don’t deal in knock-offs or substandard products.

I source products from the United States, Italy and other countries, and the costs can be overwhelming. Beyond stock, there are bills, electricity, taxes, signage fees and other operational expenses in Lagos.

The toughest period was around 2023, when the president announced subsidy removal and the exchange rate crisis. The cost of importing luxury goods skyrocketed. Shoes that used to cost about ₦400,000 suddenly cost over ₦1 million.

At that point, I knew I couldn’t sit back and complain. I had to think differently. That’s when I started developing products under the “Buy Zaq” label and exploring local production opportunities.

In Your 5 Years of ZAQ, What Can You Say Propelled Or The Needed Ingredients?

As an entrepreneur, you need to have a PhD before you can survive, especially in this type of our business. Oh sorry, i’m not talking about the PhD in academics (laughs), was talking about “Power, Hunger & Drive”.

What makes your products stand out in such a competitive industry?

Two things: passion and knowledge.

Knowledge is key. I can confidently say that in Lagos, I am among the very few people with extensive technical knowledge about leather, footwear construction, fabrics and craftsmanship.

There is virtually no leather I can’t identify; calfskin, exotic leathers, Italian leather, French tanneries, British tanneries, Egyptian cotton, organically grown cotton and many others.

Passion keeps me going. There were moments I considered giving up, especially during difficult economic periods, but passion sustained me.

I also have mentors in the industry, and people like Korede Roberts, who is a top figure in the fashion space, have played a role in shaping my mindset. At some point, he encouraged me to start small and build gradually, which really influenced my journey.

Who are your ideal customers and how has your clientele evolved over the years?

Quality never goes out of fashion, Relationships are very important to me. Many of my customers are people I’ve known for years, friends, alumni from my secondary school, the University of Lagos and professional networks.

Integrity, honesty and trust have helped me retain customers. Some clients pay and leave their purchases with me for weeks because they trust me completely.

Consumer behaviour has changed. Years ago, people enjoyed physically visiting stores, but today many prefer shopping online. However, once customers know that you only sell authentic products, referrals naturally come.

If I gain one customer’s trust, I potentially gain ten more customers through referrals.

What has been your biggest lesson in the last five years and how has social media contributed to your growth?

The biggest lesson is simple: Never quit.

Success doesn’t happen overnight, but if you quit, it may never happen at all. I almost gave up at certain points because business has its ups and downs. But persistence matters.

As for social media, it has helped the Zaq brand significantly, though not necessarily in terms of direct sales. It has increased visibility and connected me with respected industry figures.

When I post products, I don’t simply upload pictures. I educate my audience. I discuss the leather, sole construction, stitching methods, craftsmanship and manufacturing details.

That approach has helped distinguish my brand.

I also connected with industry people like Korede Roberts through exposure and networking, and those relationships have added value to my growth in the industry.

How do you want customers to feel when they wear Zaq products?

I want customers to appreciate the effort, craftsmanship and attention to detail behind every product.

Fashion should make people feel confident, elegant and unique.

When people wear Zaq, I want them to feel that they’re wearing something carefully thought out and intentionally created, not just another mass-produced item.

What do you think is missing in Nigeria’s fashion industry?

We are making progress, but we need more support.

Fashion is a multi-billion-dollar global industry. We need intervention from both government and the private sector.

Nigeria has some of the best leather resources in the world. International brands source leather from places like Kano and Kaduna, yet we don’t have modern tanneries capable of processing leather to international standards.

We need investments, modern equipment and partnerships. We have talented people, raw materials and a large market. The potential is enormous.

Where do you see Zaq in the next five years?

I want to expand. I see another branch opening, possibly outside Nigeria.

Many of my clients are in Canada, the UK and the United States. Why can’t Zaq have a store in London someday?

The dream is bigger than where we are today.

What does reaching the five-year milestone mean to you personally and professionally?

It’s a significant milestone. A friend recently told me, “Zaq, you’re already living the dream you talked about years ago.”

That made me reflect. Five years in business is an achievement because many businesses don’t survive that long.

But I don’t believe I’ve arrived yet.

I’m still a moving train. I’ve never seen a train reverse. Whether you’re walking, running or flying, just keep moving.

If you could go back to year one, what would you do differently?

I would have started earlier. At first, I believed I needed a massive store in Victoria Island or Lekki and have all the financial resources at hand and in bank before launching properly. Looking back, I realised I should have simply started.

My advice to young entrepreneurs is: don’t procrastinate. Start with what you have. Great things can come from small beginnings.

Finally, how will Zaq celebrate its fifth anniversary?

Adefemi: July 12 is special because it’s both my birthday and the anniversary of the store.

We’re planning a unique celebration built around the concept of “Shop, Dine and Wine.”

Friends, family, customers and well-wishers will be invited to celebrate with us. There may also be discounts, promotional offers and exciting surprises.

Five years is worth celebrating because there were moments I almost walked away from the business. But perseverance brought us here, and I’m grateful for every step of the journey.

“July 12, let’s lock it down,” he said with a smile.