The story behind 42
42 is about creating something that young Nigerians can actually connect with. Something people want to be part of, whether that means showing up to an event, finding out what is happening, wearing something we put out, or just following what we are doing. We want to build something around the lifestyle and energy of young people in Nigeria and give it a real presence. Something exciting and captivating, but still accessible. Not something that feels distant or like you have to be a certain type of person to be part of it. At the centre of it all is experience. We want to create moments and things that people can actually be part of and remember.
Right now, 42 is built around a few different things. The main one is our events, with experiences planned around the summer and December periods. These will bring together music, performances, special guests and everything else that makes an event feel worth being there for. Our first major event is happening this December. We are also releasing clothing and other physical pieces from time to time. Alongside that, we have the 42 Calendar, which is an editorial guide to events happening during the holiday periods, making it easier to see what is going on and discover things you might actually want to attend. The idea is simple: we want people to feel more connected to what is happening around them and give lifestyle and culture more room to grow.
42 is founded and owned by Kene Okonjo and is part of WayKON Holdings. We are starting in Nigeria and building from there. The long-term vision is to grow 42 into something that can keep evolving with the people and culture around it, through events, clothing, collaborations and whatever else makes sense along the way. Right now, we are focused on getting the foundations right and creating things that people genuinely want to be part of.