“From Crayons to Couture”: Strive Masiyiwa Celebrates Daughter Joanna’s Launch of AMAYI Luxury Clothing Brand
Strive Masiyiwa has shared a proud moment as his daughter, Joanna, officially launched her first women’s wear collection under the luxury brand AMAYI.
The 28-year-old entrepreneur has created a future-vintage fashion house focused on scarcity, craftsmanship, and cultural memory, aiming to redefine luxury fashion from fast cycles to collector-driven value.
From Crayons to Couture
Taking to his Facebook account, Strive Masiyiwa recounted Joanna’s early passion for design:
“When Joanna was about three years old, I noticed she had an unusual interest in drawing. Now you might say all kids love to draw, but with Joanna it was different. She spent hours sketching girls in clothes, and for her tenth birthday, she asked for a sewing machine and a mannequin so she could start making garments herself!,” he said.
He added that while her parents encouraged education first, she eventually graduated from Yale University before pursuing her dream.
AMAYI: Rethinking Luxury Fashion
Masiyiwa described AMAYI as a brand designed for collectors, not seasonal consumption:
“AMAYI is built as a scarcity-led, archive-based luxury house. Each garment in her collection is individually numbered, produced in strictly limited quantities, and never restocked… Her #Vision is to reframe fashion from fast cycles to long-term value.”
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Building a Business, Not Just a Brand
AMAYI operates on a direct-to-consumer model, allowing Joanna to control production, inventory, and customer relationships. Masiyiwa noted:
“She has personally built a multi-country production ecosystem, overseeing sampling, pattern cutting, embroidery, knitwear, pricing, and supplier relationships… managing everything from creative direction to operational execution.”
The first collection launched using a three-drop Archive structure, where each product is released in limited quantities and permanently archived once sold out. Joanna’s growth strategy relies on new Archives, category expansion, and building a loyal collector base.
Lessons in Entrepreneurship
Masiyiwa highlighted his daughter’s commitment to learning and mentorship:
“Joanna reads every one of my posts. She studies them. That’s how she absorbs mentorship: by observing, reading, and thinking critically… The principles of building any serious business apply everywhere: product discipline, market positioning, supply control, and customer trust.”
Heritage and Legacy
He concluded his post by revealing the significance of his daughter’s brand’s name, stating;
“AMAYI means ‘mother’ in our home language. Joanna says her muse is her own mother, a reminder that lineage, learning, and legacy all play a role in the businesses we build.”
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The post “From Crayons to Couture”: Strive Masiyiwa Celebrates Daughter Joanna’s Launch of AMAYI Luxury Clothing Brand appeared first on iHarare News.
