Joy Obuya’s story: sustainable fashion for every body

Joy Obuya is the founder of Nawiri, a sustainable fashion brand in Nairobi, Kenya. Her business caters to all body types and protects the planet in the process. Here, she shares what inspired her to start her business and how Road to Growth supported her journey.

“When I became a new mum in 2019, there were a lot of changes to my body. Like many women, I had always struggled to find clothes that worked for my height, shape, and style, but motherhood created additional challenges. I never felt comfortable in anything I was wearing. I needed to find a solution. 

I considered buying custom clothes, but most of the options in my area were made from traditional African fabrics and I wanted something that felt more contemporary. I started ordering clothes online, but I realised that clothing sizes are often Euro-centric. I couldn’t find any brands that were created with African women’s bodies in mind.  

I come from a creative background, and I’ve always been a problem solver, so I decided to make the clothes that addressed these issues myself. It felt good to create something out of nothing and to finally have trousers that went all the way down! 

I knew that other women must be having similar problems and looking for a brand that can offer solutions. I felt driven to create something for them. That’s how Nawiri was born.

Nawiri is an inclusive and sustainable women’s fashion brand. Our motto is “sustainable fashion for everybody and every body”.

We target women between the ages of 30 to 45, mostly mothers, and cater to all their unique needs. Our clothing helps women to navigate the whole motherhood process, from pregnancy to breastfeeding to tending to toddlers to doing school runs. The designs are transitional, so that women can continue wearing them as they go through all these stages. For example, our buttoned shirts are great for breastfeeding mothers who need easy access for their baby, but they can still be worn later in life. 

We also customise clothing to accommodate women’s different body types, as well as their insecurities and style preferences. Someone might come in and find a sleeveless shirt they like, but maybe they prefer to have their arms covered. Or maybe they want a maxi dress, but they are tall, so the fabric doesn’t reach the floor. Whatever their needs are, we adjust the clothes to meet them. That way, everyone feels included. 

The business started out as an Instagram page and it grew organically from there. Before we knew it, we had 18.6K followers and a sizeable customer base. Our online customers kept asking if there was a physical location where they could come to try on clothes or have their measurements taken for custom items. So, in 2021 we opened our store.  

Women loved having that personal connection in our storefront. They kept coming back to us and bringing their friends and family too. It’s been amazing to have loyal customers who leave the store feeling happy and confident.

Before I started Nawiri, I worked in the development sector as a photographer and videographer. I spent a lot of time in marginalised and underserved communities where I witnessed the impact of climate change first-hand. I saw how they were affected by droughts, floods, and other natural disasters. It was devastating.

I wanted my business to contribute positively to the environment. I looked for ways that we could minimise our carbon footprint, reduce waste, and create a product that will actually last. It isn’t just about making money; it’s about creating a lasting impact. Knowing that I’m playing a role, however small, in protecting the environment is very fulfilling. 

We do a lot of up cycling, creating new products from materials that otherwise would have gone to waste. Leftover fabric that isn’t large enough to be used for clothing items gets turned into smaller products like headbands or stitched together to make a beautiful patchwork outfit. We’re also planning to launch a line of baby clothes. This is the perfect intersection of our values, because it upcycles those smaller fabric pieces while bringing more value to our target market, mothers.

Sourcing sustainable fabrics is a challenge, and we’re not 100% there yet, but it is a top priority. We are slowly making the transition, though, and hope by the start of 2025 we will be fully sustainable in terms of fabric use. We are moving away from polyester, which is not easily degradable, and using more cotton and silk in our products. These fabrics are higher quality and longer lasting, which means customers can keep items for years without needing to throw them out and contribute to landfills. It’s much better value for money and it’s a purchase they can be proud of.

In addition to looking after our environmental impact, we also keep human rights at the heart of what we do. A lot of people in the fashion industry are exploited, working excessive hours for meagre wages and with very few protections. We pay everyone fairly and try to make the working environment comfortable for all. Our workers make salaries, are compensated if they work overtime, and have access to benefits like healthcare and annual leave. That doesn’t usually happen. 

Governments and big corporations must take action to protect the planet, but individuals have a role to play too. Supporting brands that use sustainable and ethical practices is a way for people to make a difference in the world. We can all be responsible in what we consume. We can all be part of the movement.

Gender stereotypes are one of the biggest challenges I faces as a woman entrepreneur. For some reason, people just don’t take women as seriously as men. This impacts confidence and, without confidence, it’s harder to access funding. 

Women also have more household and childcare responsibilities, and often get passed up for business opportunities because people think they won’t have time to dedicate to work. I hope that by succeeding in business I can challenge that narrative. 

Through the Road to Growth programme, I was able to build a community of women entrepreneurs who have faced the same challenges. We were put in a group and worked together on assignments. It’s been said that the business journey is a lonely one, so being able to share ideas and learn from each other was amazing. I’ve done other entrepreneurship programmes before and it can feel like if you’ve attended one, you’ve attended them all. Road to Growth was different. It was a breath of fresh air in terms of the content and how it was delivered. You’re not just sitting there listening, you’re doing assignments and getting fully immersed.  

I had never seen a programme that goes so deep into finance. Before, my business was profitable, but I was having cash flow issues. I wanted to understand the problem better and figure out a way to solve it. I figured out that we were overstocking on fabric. We needed to be more strategic about our purchasing so that we weren’t buying more than we needed. That was a life-changer.  

Solving these issues increased Nawiri’s financial stability. I was able to pay myself and contribute more to my family’s income. The peace of mind I gained when I was no longer as stressed about finances meant I was able to be present for my family. I’m a more present partner, mom, sister, everything.  

With my business running smoothly, I’m able to focus on planning for the future. I want to start shipping globally and am currently in talks with DHL to explore how we can enter new markets. 

When women-owned businesses thrive, women consumers do too. It takes a woman entrepreneur to understand women’s unmet market needs. Knowing how our clothes fit our bodies, knowing what our challenges are, that’s something only a woman can do.”