Ghanaian fashion icon Richard Brown, popularly known as Osebo The Zaraman, has revealed that his rise to prominence in Ghana’s online space was a calculated move, saying he intentionally used his unconventional style to build a lasting personal brand.

Speaking in an interview with Elsie Lamar on GhanaWeb’s Talkertainment, Osebo said he understood that people were more likely to pay attention to things they considered unusual, so he decided to stand out through his style.

“You see, in the whole world, negative stories trend more than positives. So when I decided to come up with my own brand, I wanted to be known so that it would be difficult for me when I came up with my own brand,” he said.

According to him, his love for fashion dates back to before he travelled to Italy, recalling that residents in his neighbourhood nicknamed him “America man” because of the way he dressed.

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“Who knows me knows that when it comes to dressing, I’m good and I don’t care about what people tell me or what they will say about my outfits. Because something that is new is not known to Ghanaians, they always talk about it,” he explained.

The style influencer said the criticism he once endured has gradually faded, as many of the fashion trends that attracted ridicule have now become mainstream among young Ghanaians.

“Now people don’t talk about my fashion sense like they used to because they are used to it now. Most of the Ghanaian young guys are coming up with the same thing that I started, that they were insulting me for. It takes someone to make the way. Now I’ve paved my way. People are following me. People are copying me and I’m so grateful,” he said.

Osebo stressed that originality has been the foundation of his success, insisting he has never imitated another person’s style.

“I own my fashion sense. I don’t copy anybody. So whatever I do, I make sure it stays because I pray over it. I say, ‘God, I want to do this, so help me. I want to trend.’ Then boom, whenever I come up with something, it’s all over social media,” he stated.

He also recounted how his public identity evolved over the years, revealing that he was first known as Richie before adopting the names Osebo and Don Papa Richie. He added that the nickname “Papa Shee” was coined by social media users, a name he has embraced.

Reflecting on his journey, Osebo said he has always believed he was destined to stand out.

“So I can say for me I was born to trend, but not in a negative way though. You can take it that way, but to me I’m doing what I’m supposed to do,” he concluded.

PAT/EB