BLUEPRINT WORKSHOP WITH JOMI BELLO, FOUNDER OF WAFFLESNCREAM (WAF.)
Between February 26th and March 5th, 2025, BLUEPRINT had the pleasure of hosting Jomi Bello in Nairobi. Over the course of the week, Jomi guided our cohort of 15 brand owners through his unique approach to building a collection in just seven days. With no internet and the city of Nairobi as their mood board, the group tapped into raw creativity—and magic was made. A special shout out to The Living Rooms in Ngara for housing us for the one week workshop.
Day 1: Inspiration Field Trip
On Day 1, we took to the streets of Nairobi’s CBD to explore the sights, sounds, and rhythms that define the city. Each participant was asked to capture 15 images that resonated with them and explain why those moments stood out. These images would go on to form the moodboard that shaped the rest of the week’s work.
By the end of the day, Jomi had observed the team closely and divided them into key departments based on their strengths and interests: Creative Direction, Media, Design & Material and Accessories. We also appointed a Studio Manager and an Art Director to lead and support the overall creative process.
Photo by Erick Muiruri
Day 2: Running a Brand Theory Class
Day 2 was all about understanding what it truly takes to run a streetwear brand. Jomi led the cohort through the ins and outs of building and sustaining a business, sharing hard-earned insights from his 15 years of experience. From operations to mindset, he broke down the realities of entrepreneurship—and what it means to do it well.
Photo by Erick Muiruri
Day 3: Building a Collection
Day 3 began with a deep dive into the theory of collection building. Jomi walked the team through the key principles of constructing a cohesive and compelling collection—covering everything from storytelling and fabric selection to silhouette development and seasonal relevance. This session gave the cohort a solid foundation to understand how intention and vision come together to shape a brand’s identity.
In the second half of the day, we shifted gears into a more hands-on session. We reviewed the over 200 images captured on Day 1 and began the exciting process of curating our collective moodboard. Each photo was carefully examined and discussed for its visual strength, emotional resonance, and potential contribution to the overall narrative. Slowly, a story began to take shape—one rooted in the energy of Nairobi, interpreted through the lens of 15 unique creative minds.
Photo by Erick Muiruri
Day 4: Design
Day 4 was all about bringing ideas to life. Building on the moodboard and themes developed the day before, the group shifted focus to product design. Each department came together to decide which pieces would make up the final collection—thinking through silhouettes, functionality, storytelling, and how each item would complement the larger narrative.
Once the product lineup was locked in, the Material & Design team led the charge in sourcing the right fabrics. The group headed into the heart of the city’s textile markets, navigating color, texture, and availability with intention. It wasn’t just about picking fabric—it was about finding materials that aligned with the spirit of the collection, materials that could carry the weight of the story we were trying to tell.
By the end of the day, everyone had a clearer vision of what was to come. Concepts were turning into concrete plans, and the energy across the team was electric. The collection was starting to take shape.
Photo by Erick Muiruri
Day 5: Production
Day 5 marked a major turning point—the production stage had officially begun. The energy shifted. The ideas, sketches, and fabric choices from the previous days now had to be translated into real, tangible products. The pressure was on, but so was the excitement. This was the moment where everything started coming together.
With each brand owner already placed in specific departments, the workflow was seamless. The studio buzzed with activity—patterns being drafted, samples being tested, trims being selected, and last-minute decisions being made on the fly. Everyone brought their individual strengths to the table, whether it was stitching, styling, or solving production challenges on the spot. It was a masterclass in collaboration and quick thinking.
What stood out most was the fluidity with which the team operated. From Creative Direction to Accessories, each group worked like a well-oiled machine, constantly communicating, problem-solving, and making calls that pushed the project forward. There was a shared sense of ownership in the air—every decision mattered, and every person was fully invested.
By the end of the day, prototypes were coming to life and the vision we had been building all week was starting to feel real. It was a beautiful reminder of what can happen when creative minds align with a shared mission and a clear deadline.
Photo by Erick Muiruri
Day 6: Finalisation and Photoshoot
The final day was the most intense—and the most electric—of the entire week. The studio was buzzing with urgency, focus, and a touch of chaos. It was the hottest it had felt all week, not just because of the weather, but because of the sheer energy pulsing through the room. The collection was nearly complete, and now it came down to the details. Were the buttons stitched on? Were the buttonholes cut cleanly? Were the finishes polished? Every tiny detail mattered, and everyone felt it.
The team was completely locked in. Every department was working at full capacity—checking, tweaking, perfecting. There were last-minute dashes into town to pick up missing materials, thread colors, and fastenings. But no one lost steam; if anything, the pressure fueled them. The sense of shared purpose was palpable.
We also had an incredible partnership with Pushing Prints, who came through to screen print the T-shirts designed earlier in the week. Watching the graphics—conceptualized from raw ideas and sketches—get printed in real time brought another layer of excitement. It made everything feel even more tangible, more real.
Meanwhile, in preparation for the lookbook shoot, Urban Pitchaz, some of Nairobi’s finest visual storytellers, arrived at the studio. They spent time absorbing the atmosphere, connecting with the team, and understanding the story behind the collection. Working closely with the Media department, they captured not just the clothes, but the energy, collaboration, and creativity that brought the entire collection to life.
It wasn’t just the end of a week—it was the culmination of vision, effort, and collective spirit. A studio that began with blank walls and scattered ideas had, in six days, transformed into a creative furnace—one that produced something truly powerful.
Photo by Erick Muiruri