Your first campaign is entitled Radical Acts of Leisure. Why is leisure still a radical act for people of colour?
Seeing people of colour doing nothing – not working, not playing sports, not grinding and hustling – has not been part of mainstream culture. The recent trend of prioritised health and wellness is incredibly positive, but if we look back historically, the definition of leisure time is more applicable to people who had the agency to choose what to do with their time. Historically, this immediately excluded people who were slaves. Then, with civil rights, there was a visible effort to keep people of colour out of spaces that aren't for work. But if you see someone you relate to, you can picture yourself there. I was raised in London by my dad as a first-generation Nigerian, so his priority was work and education, which was instilled in me. It’s this journey that I’m trying to counter by prioritising leisure time.
What do you see for ITA and the wider leisure sector in five years’ time?
Our long-term goal is to have a product line across multiple activities such as camping, hiking and gardening. We are also building a marketplace. We started ITA not to be the only Black-owned outdoor goods brand. I have a group of friends who are campers and cook amazing food. They’re working on a cookbook, so that’s something we would want to carry. Then we want to collaborate with creators across all sectors to deepen cultural relevance, whether that's a musician or Ghetto Gastro. We can update the structures in which we partner with creators – how do we build equity into that relationship? Maybe it’s about splitting revenue, as opposed to just paying a design fee. I also want to make a new AllTrails app. There are so many aspects that need to be updated for this new generation of leisure-seekers. We can be a home to them.
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