Kenyan fashion brand Sevaria is redefining fashion by merging gender-fluid designs with deep cultural roots.
Founder and designer, Jamie Kimani, who grew up in Kiserian within the Maasai culture, draws inspiration from his upbringing and the bold use of beadwork, color-blocking, and prints.
Sevaria’s contemporary designs honor African heritage, telling stories through textile choices and silhouettes, while also embracing sustainability by using handwoven fabrics and upcycling techniques.
Sevaria stands at the forefront of Kenya’s fashion evolution.
With a bright future ahead for the country’s fashion industry, the brand is helping spark conversations about local talent, sustainability, and gender-neutral clothing.
As Sevaria expands, its global reach will face challenges, including travel barriers for African designers. However, the brand’s unique storytelling and craftsmanship are paving the way for a wider appreciation of Kenyan fashion on the world stage.
In an exclusive interview with Debonair Afrik, Sevaria’s creative director opened up about the brand’s journey, inspirations, and vision for the future.
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Sevaria is known for blending gender-fluid fashion with deep cultural roots. How do you manage to honor your Kenyan heritage while creating designs that resonate with people globally?
I manage to honor my heritage by telling our stories through garments could be from the inspiration of the collection or choice of textile/print/silhouette with a contemporary point of view.
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You’ve mentioned your upbringing in Kiserian and Maasai culture having a big influence on your work. Can you share more about how your personal story has shaped your creative process?
I was brought up by my grandmother in somewhat of an extended family and had strong female influences from my grandma to aunties who made me love fashion and beauty. When I was younger I always remember having a Maasai belt and a beaded tie which I still do to date. The older I got the more I started appreciating the Maasai influence from the beadwork to the audacious color/print blocking and layering. I always find myself using these influences in my work.
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Kenya’s fashion scene has grown tremendously in recent years. From your perspective, where do you see the industry heading, and what role do you think Sevaria plays in defining Kenyan fashion?
I think the future of Kenyan fashion is bright. We are starting to understand the business of fashion and appreciating our own designers. I believe by the strides we make we are able to start the conversation as well as highlight Kenyan fashion.
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With sustainability becoming a hot topic in fashion, how is Sevaria making strides in that direction? What do you think are some of the biggest hurdles Kenyan designers face in adopting more sustainable practices?
Sevaria is making strides in championing sustainable practices by using a lot of upcycling in our work. We source our fabrics consciously mostly by handweaving. We make most of our stuff on order hence not overproducing.
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Launching Sevaria during a pandemic must have been tough. What were some of the most challenging moments, and how did you push through them?
Indeed it was. At the time the buying power was low and we didn’t make enough sales until the 2nd quarter of 2021. I had to take up other jobs/passions to sustain the business.
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Where do you see Sevaria in the next five years? What kind of impact do you hope your brand will have, both in Kenya and around the world?
I pray in the next five years, our team will have grown and we’ll be selling both locally and internationally. I hope Sevaria inspires young aspiring designers from the content to know it’s possible to thrive in fashion.
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Gender neutrality is at the heart of your designs. Why is this so important to you personally, and how do you see this movement growing in fashion globally?
I believe people shouldn’t be limited to dress based on gender. Clothes are a part of identity and self-expression and everyone should have the liberty to wear what they want. I struggled with this growing up hence I make an effort to make people feel seen.
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As a Kenyan designer, what are some of the challenges you face when trying to break into International markets? And what do you think the world can learn from Kenyan fashion?
Among many factors, I’d say one of the major challenges is how much of a struggle it is to travel with an African passport. I’ve missed out on opportunities because of my visa being delayed.
I think people should watch out for Kenyan fashion. I believe our storytelling and craftsmanship are quite good.
