How’s it going, Josias ? Had a good day ?
I’m good! It’s been a pretty chill day overall — a bunch of missions towards the end, but now I’m just trying to wind down.
What are you up to right now ?
I just released bracelets — five colors. It was a bit intense to finish, but now I’m in a more laid-back mode. I’m already working on what’s coming next. I’ve started experimenting with variations like homewear. It should be interesting.
What was little Josias into ?
I loved watching old skate tapes — they left a big mark on me as a kid. It was actually the first thing I saw connected to France, and to the Western culture in general, since I was born in Togo. I watched those tapes over and over, and I also played a lot with action figures. I liked being at home.
Did you already know what you wanted to do in life ?
Kind of. My mom’s a tailor, so I got into clothes early on. She didn’t like buying me toys — she’d tell me, “If you want something, make it yourself, use your head.” I had some old Action Man figures, but I didn’t like their outfits, so I’d ask her to make new ones for them. That’s how it started. I also wanted to do character design for video games when I was a kid.
When did you start wanting to create your own thing in design or fashion ?
Around 14 or 15, through skate culture. I met Gab (Gabriel Miekountima), Sam (Gleem), Alex (Gianni Freeway) and most of the guys from Orléans, and around the same time I started a brand with a friend — it was called Repper. It was inspired by skateboarding and brands like Huf or Thrasher magazine merch. We started with t-shirts, hoodies, and caps.
After a while, I got tired of going in circles making only that, so we stopped. That’s also when I realized I wanted to understand fashion more deeply. I gave myself a big “learning year” to later blend my inspirations with what I’d learned.
What do you mean by a “learning year”? Did you teach yourself ? Geek out ?
Exactly — total geek mode. I barely went out or saw people. It was just me, locked in, getting ready to come back with a wider vision. I met a designer friend and spent all my time with him. We watched tons of documentaries, I spent nights on Illustrator and other software. I didn’t know how to use them at first, but I knew if you want to make clothes, mastering those tools is crucial. That year was all about that.
What stood out the most to you during that year ?
The anti-fashion movement really hit me — designers like Margiela, Rei Kawakubo, Vivienne Westwood — all those people who broke the rules. Like when everyone was into silk dresses and the kind of thing Versace was doing, Goro Takahashi came along with a Native American-inspired aesthetic that went totally against the trend. People didn’t get it at first, but eventually it became part of the culture. I think it struck me because it had the same rebellious vibe I loved in skate culture, but in fashion.
Helmut Lang was another big example that hit me. That minimalism defines my approach today. Making something great with just a t-shirt and jeans — that’s powerful. I spent that whole period learning, but always keeping a strong skate/surf base.
And in films, which inspires me a lot, it’s often the actors' lifestyle and charisma off-screen that leaves an impression — like old footage of Johnny Depp, Brad Pitt, or Adrien Brody. I love that they’re superstars but don’t give a fuck about it.
When did you decide to create Sitti ? And what was your intention behind it ?
In 2020. I felt the need to start something solo, something deeply personal — so I launched Sitti. I wanted my work to be directly connected to me. Doing it alone isn’t easy, but it’s a daily challenge. Every drop brings something new I’ve never dealt with before, but I’m grateful to have the luxury of taking my own decisions. Not everyone gets that. And it’s in that setup that I know I can give my best.
Do you still collaborate with other people ?
Sometimes, yeah — mostly close friends. Like, Gabriel helped me with the camo pattern for my last belt. It started with me saying, “Man, I really want to make a kind of goofy belt — I need a camo.” And it just happened naturally. I call friends because none of them is so busy that they can’t make time for others. Might as well help each other now, so we all rise together.
What’s your ultimate goal with Sitti ?
To build an aesthetic. I want that even if someone isn’t wearing Sitti, if I style them a certain way with certain colors, people still recognize it as Sitti. I also want to explore — like right now, I’m into the idea of doing homewear. I want Sitti to be everywhere, even though that’s tough. I’ve watched a lot of documentaries about designers who tried and failed. Chrome Hearts is probably the best success story for what I’m aiming for — it’s a whole universe, and the way they’ve brought their kids into it is amazing.
Also, I like my pieces to be things I’d wear myself first. Like with caps — I always liked caps but the brims always annoyed me, so I just made shorter ones for my own satisfaction.
Why start with belts as your first Sitti pieces ?
Honestly, because making clothes can be exhausting, and I respect the craft too much to rush it. I wanted something strong that could speak to a lot of people without doing the cliché t-shirt or small merch drop. Belts felt like a way to say, “I’m here!” Plus, I was always stealing my dad’s belts, and it pissed him off.
Do you only wear your own belts now ?
Yeah, totally. The colors and patterns reflect my moods, so I switch them up. Sometimes I want to stand out — I’ll wear the red one. Other times I want to keep it low-key — I’ll wear the black one.
I also noticed back when I was working at Diemm that people reacted more to accessories than to full clothing drops. Not because the clothes were worse, but because the market here, especially in Paris, is already saturated. Accessories are cheaper, but they can still define your look. For me, a standout cap or a slightly odd piece says a lot about who you are. And if someone wants to just keep it at home as decor, that works too. My dream is for Sitti to be the Apple of accessories.
Do you generally prefer simple styles ?
Definitely. I can’t stand overdone outfits. To me, a good pair of pants is all you need — even with a crappy t-shirt and flip-flops, you can still look fresh. I’m all about that effortless vibe: “Yeah, I look good, but I’m not trying too hard.” I want to create that one piece or detail that pulls an entire outfit together.
Do you handle everything for Sitti yourself — production, communication, all that ?
Yeah. I design, run the site, handle inventory, do the paperwork. Sometimes I call in friends to help with design, shoots, styling. I have people I trust that help me sometimes, but I like having the freedom of building it alone. I feel like it’s tricky to involve others with Sitti too deeply — it’s my last name, and that carries a strong personal meaning.
What does “Design by life.” mean to you ?
After my “learning phase”, I started going out more, traveling more, feeding off the world around me. That openness shaped Sitti.
The phrase itself — I like it, but it feels a bit too serious, too cold. I think it needs to feel less “American” and more French. Jacques Marie Mage nailed that balance — his name is French, but his eyewear is universal. And his name sounds cool to non-French speakers. That’s inspiring.
What’s your creative process like ?
A lot of ideas come from movies and series. I screenshot everything — I must have 35,000 photos on my phone. Then I get obsessive — if I want to design a backpack, I’ll study every possible shape and material until I know exactly what I want, then I’ll make my own version.
Sourcing is huge too — a designer friend taught me that. When I went to Thailand recently, I was constantly thinking about Sitti and bought tons of clothes just to study them.
Creating is a crazy exercise, and honestly, the best way to make something new now is through reinterpretation. To me, that’s what design is.
Why name certain pieces after family members ?
Because they inspire me, plain and simple. The caps I called Nukafu are named after the neighborhood in Togo where I grew up — that place is special to me, it’s home. And the Ayi belts are after my first ethnic name.
What else do you do besides Sitti ?
A few styling gigs here and there. I also work with a friend on the visuals and styling for the artist Luidji.
Have you ever worked for another brand ?
Yeah. After Repper, I dabbled in different things — design, some styling. I worked at Diemm for about a year and a half, mainly on visuals. That’s where I met photographer Goldie Williams.
Other than that, I’ve never worked in a big fashion house, never had that kind of “official job”. Maybe it’s because I have a bit of impostor syndrome — I studied product design, which covers all kinds of objects, but not clothes. That’s probably why I sometimes worry about how people in the industry might see me.
Any other hobbies ?
I make some music — just for myself. I don’t really want to release it, but it makes me want to have a band, maybe meet up on a regular basis for sessions.
Design used to be a hobby too, but I turned it into my work. That’s why I need hobbies like music or drawing — without them, I’d risk running in circles and losing stamina in my main work.
What are your ambitions and future plans for Sitti ?
To make the Sitti aesthetic instantly recognizable. And to keep having fun — because even though it’s constant work, it’s fun to create, especially for someone who started out making clothes for his Action Figures. I’m happy to do this.
I associate you with this as I ask—what comes to mind when you hear “Radikal Dreamers”?
To me, it’s the people who actually do things. Creativity is trendy right now, even though it’s always been around. The real question is — in ten years, when it’s “cool” to be… I don’t know… a car dealer — will those same people still be creating?
You’ve got to go all the way. Dream it, plan it, then do everything you can to make it happen. That’s the mindset.
The path isn’t easy — it’s always easier to quit, follow the crowd, and do what works. But to do the thing you’ve always wanted, and actually succeed at it — that must be an incredible feeling. That’s what Radikal Dreamers means to me: the real people doing real things.
Suggestions:
-Yellow stone (TV show, 2018)
-Better call saul (TV show, 2015)
-Succession (TV show, 2018)
-Arthur Jafa (filmaker, cinematographer, visual artist)
-Kim Jung Gi (illustrator)
-454 (artist)
Credits:
Dreamers Intl (@radikaldreamers)
Clarisse Prévost (@redkoffee_)
Photos: Milos (@yoomilos)