BRANDS TO KNOW: Endo²
Endo²
Yvonne and Patti Endo are the masterminds behind Endo², an apparel and accessories brand inspired by Patti’s beautiful continuous line artwork. The Endo sisters were born in Tokyo and brought their minimalist brand to life in Nairobi, where they are currently based.
SHEER: How did the idea for Endo² come about?
Endo²: We initially started it off as an Instagram and Tumblr page that showcased Patti’s continuous line work as well as our fashion. And now it has grown to become a brand showcasing Patti’s art on different products that are available for sale.
SHEER: What role do each of you play in the business?
Endo²: Patti who studied fine art is behind all of the art showcased on our products. Whereas Yvonne, who studied marketing and management and has experience in the advertising industry, handles the business side of the brand such as marketing and strategy. Together we come up with content on our social media pages - from styling and shooting to content planning.
SHEER: In what way is Endo² an intersection of your Japanese roots and current home in Nairobi?
Endo²: The minimalist theme of our brand is borrowed from our Japanese roots, as well as the mediums used such as the brush pens and inks. Nairobi is where we were inspired to bring the brand to life.
SHEER: Where do you primarily draw inspiration from for your collections?
Endo²: Our collections draw inspiration from Patti Endo’s continuous line work which mainly centers around the human body and self portraits.
SHEER: Who are some creative icons across fashion and art that influence your brand aesthetic and design approach?
Endo²: The art pieces are inspired by Egon Schiele, Gustav Klimt and Henri Matisse. As for fashion, we are influenced by anyone with a minimalist sense of style.
SHEER: How do you navigate sisterhood while also being business partners? What advice do you have for family members looking to get into business together?
Endo²: For us, being business partners has worked out seamlessly because we have similar taste, vision and mindsets.
We would advise them to give it a shot, keeping in mind that trust is everything and disputes will always be there, but they will be short lived!
SHEER: What are the biggest challenges you face as women of color business owners in the fashion and art industries? How do you encourage other women to overcome such challenges as they arise?
Endo²: For us one of the main challenges is the risk of hiked prices from potential suppliers - seeing our color, they assume that money is not a challenge and see an opportunity to rip us off. Our advice would be to do your research before approaching suppliers so that you are aware of what you should be paying for a certain item so that you get your money’s worth.
SHEER: What are some of your favorite pieces of artwork currently?
Endo² (Patti): The seated nude piece is one of my favourite pieces I’ve made this year as it’s quite experimental. I played around with more dark, rough, and carefree details without knowing the outcome of the piece-which is mainly the case in all of my artwork. I play around with continuous line work and the end product is always a pleasant surprise.
84 Likes, 0 Comments - Patti Endo (@endo.patti) on Instagram: "#continuousline"
SHEER: What do you hope will be the Endo² legacy as it continues to grow?
Endo²: We hope to inspire young women to go after their dreams no matter how big they may be, as well as motivate young women and men to stay strong and stand up for themselves no matter what people say. It’s key for them to stay true to themselves because this is what will make them stand out from the crowd. Never let anyone's negativity and weakness reflect on your hard work and progress.
