A Conversation with Mr. & Mrs. Boateng
February 28, 2021
Daring, bold and fearless. These are some of the words I would use to describe Kwame and Sia Boateng, whether it’s a romantic island getaway, a quick trip to the grocery store or the couple’s jaw dropping 2019 wedding (Seriously check it out on YouTube) this couple knows how to make a statement and create a runway moment. In 2020, the Boateng’s made the decision to launch their fashion and accessories lines.ＳＩＲΞ , is a bold, edgy and sleek athleisure brand for men. Selected by Sia is a thoughtfully curated website for women that features unique accessories, clothing and beauty products. Last year, I had the opportunity to discuss the inspiration and creative process that brought these brands to fruition.
What was the inspiration/motivation behind ＳＩＲΞ & Selected by Sia?
Sia: I wanted to branch off into entrepreneurship. I felt that having my own brand while showcasing my love for fashion would be a great start. In this new era where black owned businesses are in bloom it made sense for me to join the movement.
Kwame: The inspiration behind my brand simply came from the love I have for fashion. I’ve always had an eye for putting various looks together and the thought of having my own fashion line made sense.
As a married couple both launching companies in fashion, how often do you brainstorm or give feedback on one another’s work?
Kwame: We’re each other’s biggest critics. At times it’s difficult because we’re both perfectionists and we had to learn to accept each other’s constructive criticism respectfully while allowing one another to explore ideas. We enjoy pitching ideas to each other, and we enjoy brainstorming in all aspects of our work. The fact that we’re married makes it so much more rewarding and fun to work together.
What would you consider the most important facets as a start up in the fashion industry?
Sia: Consistency, staying true to your vision and the love for what you’re doing.
What’s been your favourite part of the process so far?
Sia: My favourite part is when I see customers enjoying their purchase from SBS. Also tagging and sharing videos, photos of what they bought.
Kwame: My favourite part so far has been the feedback I’ve been receiving from my peers and fashion like-minded individuals. The most rewarding part of all is seeing my design/creation come to life.
“The most rewarding part of all is seeing my designs come to life”
- Kwame Boateng
ＳＩＲΞ is clearly inspired by athleisure and street wear, is the hope to be a full-fledged apparel house, or is the plan to diversify with each collection?
My vision for ＳＩＲΞ is to be a house hold name in street fashion. There’s so much more I have to give with this brand and only time will tell.
How would you define fashion?
Kwame: Fashion to me is simply dressing your best at all times. There’s no such thing as being overdressed. Even walking to the grocery store there’s a way you can put a simple fit together and still be fashionable.
Sia: Fashion is a feeling, dressing up should be effortless.
What is your favourite piece in the collection now?
Kwame: My favourite is my hat collection (The trucker and the baseball hats) are a must have in anyone’s wardrobe.
“My favourite is the all laced bodycon dress. It’s sexy, unique and for the daring.”
- Sia Boateng
Unlike women’s wear, men’s clothing doesn’t go through as many trends/fads so how is ＳＩＲΞ different from other apparel brands?
ＳＩＲΞ is different from the others because it was created from a concept which simply states the meaning of ＳＩＲΞ as A form of an address to a King. So, in a nutshell anyone wearing merchandise from ＳＩＲΞ should feel like royalty.
Having already launched Selected by Sia, what lessons have you learned since launching?
Patience is a virtue when it comes to business you must remind yourself everyday why you do what you do. As much as profit is a great reward your passion should come first.
What would you say are 3 essential elements needed to be successful as a fashion designer or curator?
Sia: Creativity: you must be creative because there’s so many people doing the same thing that you have to stand out
Kwame: Originality: One must be unique in all aspects of their brand.
Sia: Passion: You must be passionate about your brand. You must keep the fire burning because the love for what you do will motivate you to overcome all challenges of owning a black owned business in the fashion industry.
Women’s wear is so complex, what is one essential every woman needs to have in their closet?
A body-con dress because you can dress it up with some sexy heels for a date night or play it down with a blazer on top for the office.
How effective has social media been in developing your clientele and business?
Both agree that social media has played a major role in developing their clientele and exposure for their brands.
How do you stay up to date regarding fashion trends?
Kwame: Social media, shopping, brainstorming new ideas. Also, going through our own closets gives us new ideas on how to style pieces and maybe breathing new life into an old item.
You’re both incredibly daring with your own personal styles, do you ever find yourself having to edit what would work and what would not?
Sia: Always! We always seek each other’s approval or input.
What was your biggest fear launching ＳＩＲΞ /Selected by Sia?
Sia: My biggest fear is myself. Not having the same drive to push through.
Kwame: My biggest fear is not being able to find the right vendors (ex. Materials, logistic etc.) to work with. Because I’m such a perfectionist when it comes to how I dress I need my team of vendors to be locked in with the same drive.
What is your hope for SIRE/Selected by Sia in the next 10 years?
Both Kwame and Sia hope to further the exposure, clientele, stability, and profits for Selected By Sia and ＳＩＲΞ. Ultimately, they hope to open a joint store front in Ghana and various parts of the globe.
Check out selectedbysia and sirebypbk to see the latest curated pieces and for more updates on ＳＩＲΞ check out PBK™️ and selected by sia