Eboka aims to impact the fashion world from an African address
Any discerning fashionista should visit the newly launched Eboka House in Sandton.
It is an exquisite fashion house and studio which is tailor made for Fred Eboka’s clients.
Arriving at the studio on 92nd on 11th street in Parkmore, you are greeted by beautifully displayed dresses.
“You have to display clothes that will make customers want to buy,” Eboka says.
He explains that after he bought the house, he broke down the old structure and built a new house to fit his new venture.
The fashion house is an intimate way for Eboka to continue offering personalised services to his exclusive clientele.
Eboka services mostly the rich and famous. His mature and sophisticated clientele has been said to include first ladies, CEOs and members of parliament.
He explains that he moved from Rosebank because Sandton is the financial capital of Africa.
“Already I have clients from all over the world. Now I want to globalise my brand.
“I am going to bring the world to Africa,” he says.
Eboka moved to South Africa in 1992 after studying and starting his business in America.
He recalls that during the presidency of Nelson Mandela, he used to be invited to all state functions and he dressed most of the parliamentarians.
He says what he is doing is to give fashion in Africa a solid foundation.
“I am not doing it for me but for us, all designers. I want to mentor more young designers.
“If there is no structure, no address, the business cannot grow and cannot be recognised,” he says.
He explains that most of his clients have been with him for as long as he can remember, hence the fittings of the house has to suit their needs.
“I have a lounge where clients can have drinks after consultation. They can sit there for informal meetings otherwise I have a boardroom for privacy,” he says.
He says his clients are busy people and his studio complements their lifestyles.
“I am doing it the way it is done in cities like London, Paris... providing them with a seamless service.”
Another thing he has added are showers. If clients are collecting their clothes, and they are running late, they can just take a shower, change clothes and be on the move.
Eboka House has a men’s boutique but most of their clients are women.
Eboka describes his work as artistic. “Every dress has an artistic expression. No dress is like another one.”
He says he sources his material mostly from Paris but now he has an agent in Dubai who sources material for him while he also uses handmade African fabrics.
“What motivated me is my travels. I realised that our industry in Africa will not change unless we invest in what we do.”
Fred Eboka has launched Eboka House in Sandton so he can continue offering personalised services.