As Mcheno and More, our tireless quest to document everything Zimbabwean fashion, art and culture has taken us across Zimbabwe – from Harare, to KoNthunthu, to Mosi-Oa-Tunya, right down to Beitbridge.
For this latest feature, we journeyed to the ancient city, Masvingo, where we discovered Ark Wear; a brand aiming for permanence.
Founded in 2022 by Bright Gwaunza, the brand is slowly making strides through its unique perspective and shows potential for a bright future.
The name Ark Wear itself draws inspiration from the biblical story of Noah’s Ark and referencing the specific measurements and materials used in its construction, as Gwaunza explained;
“The name Ark Wear is actually derived from the story of Noah’s Ark. The basic idea is that the ‘Ark’ had specific measurements and material that was to be used, same with clothes and designs,” says Creative Director Gwaunza.
Although the official name is Ark Wear, it’s the pseudonym ‘Ngarava YeJeno’ that has gained popularity amongst the loyal fans who have stood with the brand from its inception. According to Gwaunza, the Shona translation of the brand name resonates more with its supporters. Rightly so.
Since 2022, Ark Wear has managed to release two collections – Ark Wear Fall Winter 2023 (AWFW23) and a special collection for the Fashion Flux Fashion Show held in October 2023.
Two collections in two years, lazy much? Well, not quite. A farsighted Gwaunza has taken a thoughtful approach to the growth of his brand. The first two years have been dedicated to establishing a strong brand identity and philosophy, and not necessarily merch releases.
“The brand was operating under a 5 Year Plan and selling was not yet part of the picture until year 3 or 4 depending on the growth. The first two years were for the brand to be firmly established and engage with the customers and the industry at large. I realised that so many brands are selling yet they don’t have any Brand Philosophy or Leverage, so the brand had not done any selling or made many collections,” shared Gwaunza.
This slow-but-sure approach to brand development is a sharp departure from how most Zimbabwean brands have come (and gone) over the past decade. For Gwaunza, Ark Wear is more than just a clothing brand. The young visionary aims to empower people to express themselves boldly and authentically with his designs, thereby transcending trends.
“Clothes are a synthetic language and I want to help people make their statements boldly and proudly. I don’t want to be in the industry for the sake of it you know – people wearing Ark Wear because I am ‘the hottest in the game’, for the hype. No.
“I want to be in the industry so that people want to wear my clothes because they are relatable. The art portrayed should be highly objective to the extent that a person would be willing to wear my garments even when there is no tag or brand name that says this piece is made by Ark Wear. I want originality and authenticity that speaks for itself,” he enunciated.
Gwaunza draws inspiration from the world around him, and this focus on everyday life is reflected in his goal to create a brand that integrates seamlessly into the lives of his customers.
“The art of creation makes me feel alive and that is my number one inspiration, hence I try to be driven by anything and anyone as long as it helps me make clothes that are good. I believe that basing my inspiration on everyday life situations will help me establish the brand also in the everyday lives of my customers,” he described.
With a rock-solid foundation built over the past two years, year 3 for Ark Wear means going up a notch – marketing, merchandising, new releases, expansion.
“The brand was operating under a 5-year Plan Strategy, 2024 is the third stage. This stage is now about venturing into the marketing and merchandising, and maybe some selling might occur. We also have plans to release a few projects this year, and to add members to the team,” revealed Gwaunza.
Like any other new brand, Ark Wear has faced it’s share of challenges. Establishing and solidifying a presence in a crowded market has been one of the hardest hurdles, while shortages or lack of material to use due to local shops having limited stocks also affected execution of ideas.
Gwaunza also struggled to communicate the brand’s unique voice to his community, as well as find the right people with the same attitude and vision to work with as part of the brand. It is Gwaunza’s resilience that has eased the pressure, as he described;
“I guess being real and hard work squared most of it all. It ain’t done, (sic) but at least there is progress.”
Determined and foresighted, Gwaunza prioritises substance over form. It’s more important for Ark Wear to be a good clothing brand over simply being a big brand. In a space dominated by clout chasers and fly-by-night creators; Ark Wear’s future trajectory is worth anticipating.
“I don’t really want to be the best brand. All I want is to be a brand that is real, original, authentic, relatable,” concluded Gwaunza.
You can follow Ark Wear on Instagram and X/Twitter to watch the story unfold.
