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A bold ode to the wonder that is Kenya’s landscape
Rakesh Jha, Myst Kenya Founder and Creative Director.
MYST KENYA is a brand that infuses bold graphical patterns with urban Kenyan aesthetics. Founded in October of 2023 by Rakesh Jha, an art director by profession, the brand is tastefully edgy, environmentally conscious and sustainable.
Myst Kenya has dressed international journalist and media personality, Daria Labutina, Felix Ohnmacht, the Chief Commercial Officer of Axmed, Hanna Carlsson and Kenyan film director Wanuri Kahiu. Lifestyle spoke with Rakesh, the founder and creative director.
Describe the design process involved in creating your vibrant prints
MYST Kenya is a modern rendition of "A Day in the life of Kenya". It borrows from the vivid traditional visual landscape of Kenya's forms, shapes, prints and patterns. We then create modern renditions of them in contemporary shades and silhouettes, creating pieces that are a tribute to the cosmopolitan composition of the new Kenya.
Hanna Carlsson wearing the Paparrazi Shirt Dress.
As a young brand, what challenges are you facing?
As a year-old brand, it's difficult for us to compete with big brands with years of legacy, fan base following and deep pockets, hence our approach is to produce limited quantities of each of our designs and release selected pieces every month to keep the brand fresh and reduce wastage. We retail through the big seasonal markets, multi-brand stores in malls and our website and social media channels.
What are the three must-have pieces that a woman should have from your collection?
'The Hibiscus Collar dress' is a must-have, and is the flavour of the season. It embodies the essence of femininity, and its contemporary cut makes it a hit for all occasions. 'The Fun Glasses Jumpsuit' is a tribute to the cosmopolitan nature of Kenya, celebrating diversity in a modern silhouette.
Mona Abdi wearing the Hibiscus Silk Dress.
'The Blossom Dress' is inspired by the flora of Kenya, ideal for both hot and cold seasons.
What is your brand strategy for breaking into international markets?
We have been shortlisted in a few international fashion weeks across the globe. These include Stockholm Fashion Week and Moscow Fashion Week for the summer 2025 collection. Along with these, we plan to franchise the MYST Kenya model to other countries like MYST Tanzania, MYST Australia, MYST UK and MYST America.