When most people imagine launching a fashion brand, they dream of immediate success—sold-out collections, viral posts, and money pouring in.

Fisayo Longe had the same dream when she launched Kai Collective. With a strong online presence and thousands of followers, she believed her first launch would change her life. But reality hit hard: her highly anticipated collection brought in just 23 orders.

That moment could have ended the story, but instead, it became the beginning of something bigger.

Today, Kai Collective is a globally recognized women’s fashion brand with over £6 million in total revenue and £2 million+ annually. What turned the tide? A viral dress, a distinct brand identity, and an unwavering commitment to storytelling and community.

After watching her interview on The Numbers Game YouTube channel, here’s a closer look at how Fisayo made it happen—and what others can learn from it.

From Blog to Brand: The Humble Beginnings

Fisayo didn’t set out to be a fashion mogul. Initially, she planned to study law. When that didn’t go as planned, she worked at KPMG, studied accounting and anthropology, and ran a fashion blog on the side. Her love for fabric, travel, and design eventually grew into a business idea.

With the encouragement and a loan of £8,000 from her mother, she took the leap. She poured the money into her first collection, confident that her 40,000+ Instagram followers would convert into customers.

They didn’t.

The Painful Launch That Sparked a Pivot

Despite the build-up, Kai Collective’s first launch was a flop. The response was underwhelming. “It wasn’t a success. I was really disappointed,” she admitted. “It just didn’t add up.”

But instead of walking away, Fisayo leaned in. She realized something was missing: uniqueness. The brand didn’t yet have a signature identity.

That realization would change everything.

The Gaia Dress: A Viral Turning Point

It wasn’t until she designed the Gaia dress—a mesh, form-fitting piece inspired by her heritage and maximalist aesthetic—that things began to click. When she posted a photo wearing it, the response was instant and explosive.

That one product brought in £200,000, accounting for half of Kai’s £400,000 revenue that year.

It gave Kai its stamp—something bold, different, and hard to ignore.

Learning to Balance Hype with Inventory

The Gaia dress kept selling out. Demand was far greater than supply. So in 2022, Fisayo decided to invest heavily in stock to stop missing sales.

But then, like many fashion brands post-COVID, sales dipped unexpectedly. “We had so much money tied up in inventory,” she explained. “It became a cash flow nightmare.”

It was a painful lesson in balancing growth with risk, but one that forced her to get even more strategic about operations, product selection, and forecasting.

A Lean Team, a Big Mission

Fisayo made a key decision early on: keep the team lean. Even as the business scaled, she chose to grow slowly and intentionally.

Today, Kai has five full-time staff, expanding to seven—still remarkably lean for a brand generating millions. Her goal isn’t to chase hypergrowth or unicorn status. It’s to build something meaningful and sustainable.

Campaigns That Feel Like Culture

Kai Collective isn’t just about clothing—it’s about experiences. Their campaign for the London Bag, titled “Get the Bag,” was shot in a strip club, spotlighting how different women use the same product—from moms to dancers to professionals.

It was raw, real, and perfectly on-brand. Campaigns like these have become a core part of Kai’s identity—and a major reason fans stay connected.

Marketing That Converts

While Instagram played a role in Kai’s visibility, email marketing became the engine for growth. Using Klaviyo, SMS, and tools like ManyChat and AdEvent, the team built systems to turn curiosity into conversions.

Abandoned cart flows, launch reminders, and personalized messages helped recover lost sales and build deeper customer relationships.

A Global Brand with U.S. Power

Although UK-based, Kai’s largest market is the United States, making up 40% of sales, while the UK contributes 30%. Fisayo credits her global audience from blogging and content creation, but also notes the spending power and enthusiasm of U.S. customers as a key growth driver.

Looking Back: Lessons in Hindsight

If she were starting over, Fisayo says she would:

• Launch with fewer products

• Focus on one iconic item

• Build her store on Shopify from day one

• Invest in email marketing immediately

• And never assume followers = sales

These lessons now guide how she builds today—and how she mentors others following in her footsteps.

She’s Not Building a Unicorn. She’s Building a Legacy.

Fisayo is clear: Kai Collective isn’t chasing fast fashion or billion-dollar valuations. She doesn’t want to be the next Zara. Instead, she’s focused on community, cultural storytelling, and long-term impact.

“I want to grow, but not at the cost of losing the intimacy we’ve built with our community,” she said.

How You Can Extract Fisayo’s Strategies to Build Your Own Brand

Fisayo’s journey offers a roadmap for creators and founders who want to build something real, without big money or flashy investors.

Here’s how to apply her lessons to your own business:

• Start small with one standout product. Make it unique and unforgettable. Build a brand around that identity.

• Don’t rely on followers. Build systems—email flows, SMS, reminders—to convert attention into action.

• Focus on storytelling. Campaigns should feel cultural, not commercial.

• Invest early in owned channels. Use Klaviyo, SMS, and tools like AdEvent and ManyChat to build a loyal base.

• Keep your team lean. Grow slowly, with purpose.

• Design for emotion. Make your customer feel something—whether it’s boldness, confidence, or pride.

• Build a brand, not a trend. Trends come and go. A brand with a soul lasts.

Fisayo Longe didn’t just build a fashion label—she built a movement. Kai Collective is a testament to what’s possible when you combine creativity, culture, and community with fearless resilience.

And it all started with 23 orders and a dream she refused to quit on.