Introduction
Kofi Josephs is a British basketball player, model and mental health business owner. Spending most of his life excelling in the basketball world, Kofi has had a passion for modelling since his childhood. At the age of 29, he took a big leap of faith and started working towards building his portfolio to generate his modelling career. 4 years later, Kofi has risen to stardom, exemplified as a beacon of talent in modelling.
In addition to modelling and basketball, Kofi is the CEO, founder, and head director of WHYNOTI. Through this brand, he has fostered a community that works towards destigmatising mental health. The overall message of his company is to apply mental health education through inspiration and aspiration.
Inside Success had the pleasure of sitting down and speaking with the icon himself in an exclusive interview. Kofi was kind enough to share his journey with us, delving into the achievements and hardships he has faced throughout his career. His story is nothing short of an inspiration and a testament to hard work, determination, and staying true to your authentic self.
What inspired you to pursue a career in modelling, and how did you get your start in the industry?
I’ve always been interested, even from when I was a young kid. I always used to, like, go into shops and stuff, and you know, when you see billboards inside the store. I used to always think, what does that person think when they walk in and they just see themselves? And it just kind of went from there and then.
I’ve always loved fashion, photography, and behind-the-scenes stuff. Additionally, I love being creative; it’s always been like a passion of mine. Essentially, all these interests go hand in hand with modeling. The craft of taking a photo, the outfit, the makeup, the location, the way it’s shot.
Furthermore, how it makes you feel as the person modelling and the person who’s seeing. These are all the things that have just been super interesting to me. From this I gained the desire to want to get into the industry.
What were some of the biggest challenges you faced when starting out, and how did you overcome them?
One of the biggest challenges I faced was having cystic acne. This is one of the most severe types of acne. I tried everything, going to dermatologists, specialists, etc. It’s not your typical kind of acne, where it’s just small spots. It’s really big, painful cysts that were on my face that were quite painful and sore. It was extremely difficult dealing with this because wanting to model when you’ve got acne defeats the entire purpose. Having cameras in my face all the time definitely made me more self-conscious of my skin. It also took a toll on me, and did not help mental health and self-confidence.
Additionally, the topic of adult acne isn’t something that people talk about, because it’s something you’re expected to go through in your teens. The support wasn’t there. People have their assumptions that you’re dirty, and you don’t take care of your skin. It definitely was a struggle, alongside playing basketball, as there’s a lot of testosterone involved that messed with my hormones. Also, not being able to cover it up definitely made modelling hard, as people weren’t feeling the vibe or seeing the vision.
The way I overcame this was I had the mindset of I just had to be delusional and just believe in myself enough to where I knew I could do it. I left basketball at the top of my sport to make the transition. No one really believed in me, but I stayed determined.
Tell us the story of how you first got scouted
Well, I started by knocking on doors and applying online. I was eager to learn about the industry and the craft of photography. Moreover, I would go to an agency. But it was difficult to get initial acknowledgement because it was during COVID, so they weren’t doing walk-ins. But I had an intense level of resilience and determination, not allowing rejection to knock me down. Whilst I did have moments of self-doubt, thinking this was all pointless, I still would get back up and try again. After a while, I got used to this and told myself it was like water off a duck’s back; we keep it moving. All I need is one yes; that is what I’m working so hard for.
Well, that day finally arrived when I got scouted in the gym. And not just by anyone, but by someone who had worked with one of the top modelling agencies in the country. It was only up and onwards from there, where I quickly met the owner of the agency. She instantly took a liking to me, and from there on, the ball was rolling.
Additionally, I got a lot of controversy and negative opinions about being a basketball player and modeling. People didn’t understand it, as well as having their perception of the modelling industry. I mean, even my own mom questioned me about it at one point.
In spite of this, I was still eager to learn. So I would message uni students, asking if they’ve got any projects that they’re doing or ideas they want to shoot, so I could get the practice. This was exactly how I got into the game.
Can you share a memorable moment or achievement in your modelling career that you’re particularly proud of?
- My first international campaign, a BMW Mini Cooper international advert. It was shown in 47 countries, during breaks for shows like Love Island, the halftime of Manchester City, Man United, and Wembley. This solidified my status as a real professional model.
- My first international campaign for a really big German streetwear brand called Live Fast Die Young. Germany was also the first place I signed my first basketball contract, so it was an accomplishment-feeling to be back there but for a different reason. Additionally, it was proof of his grind. There I met with models who had worked with luxury high-end brands such as Louis Vuitton and Off-White. It really was a blessing to experience.
- Performing to Walking for Justin Cassin London Fashion Week. This really was a proud achievement for me because it was something I had wanted to do for so long, but my agency just couldn’t get me in. I literally gatecrashed the event as my last resort, but it ended up working out in my favour because I was the second model to open the show.
All 3 are a testament to my hard work and dedication. By believing in myself, I kicked down doors and knocked down barriers.
What other ventures do you currently have going on?
Well, besides modelling and playing basketball full time, I work a lot in the mental health industry. I have my own company called WHYNOTI. I do engagements and activations, working with schools, businesses, corporations, and charities applying mental health. Additionally, I am the CEO, founder, and head creative director of WHYNOTI Clo, which is the fashion part of it.
I also do mentoring with young people in alternative provision, unable to go to school. I do workshops on life skills, mental health, education, etc.
Finally, I’m a level 3 authorised personal trainer, so I train clients throughout the week. My aim is to instill mental health with physical fitness to uplift people.
The modelling industry can be highly competitive. How do you stay motivated and maintain confidence in yourself?
I do my due diligence. But the main thing is to keep learning and trying to get as much knowledge as possible. When I first started, I would message Instagram models who inspired me. Even though I would most likely be ignored, I cared more about the ones who replied and gave me answers. Moreover, I watched America’s Next Top Model and watched videos online to inform myself.
Networking is vital. Talking to people and asking questions helped me a lot. Additionally, I did test shoots 3 or 4 times a week when I first started to build my portfolio. Being an athlete, I have a mindset of repetition and improvement. This is so when opportunity comes, I want to be sure that I can smash it out of the park.
Regarding confidence, a lot of times it’s fake it till you make it. A lot of things aren’t as bad as you think they are, so you’ve got to take the help and just jump and go for it. Do your best; that’s the mindset I had. From there, your confidence just builds naturally.
What role does self-care—both physical and mental—play in your career, and how do you maintain balance in a demanding industry?
The first thing I do in the morning is watch motivational videos. Trying to flood my mind with inspiring people who are where I want to be, listening to their advice is key.
Exercise has helped me a lot. Going to bed at a decent time and doing things I love. One of them is going to the cinema, so I try to go once a week. Hanging out with friends and my girlfriend additionally helps. Also, being alone helps, because I do so much and deal with so many people. Just staying in line with myself, as a way of managing myself.
Getting good meals is important. This, with good sleep and staying hydrated, always makes me feel better. I love getting facials, a fresh haircut, and pampering myself as a way of staying on top of my physical appearance so I look and feel good.
How has the modelling industry changed since you started?
When I did my Zoom session with the young people at Inside Success, I remember a lot of them, particularly the males, were very intrigued by the modeling industry. Things have definitely changed from when I first started. Initially, I had blonde hair, a nose ring, and earrings. Moreover, my features are different for the industry. I have a pretty face, without the harsh features a lot of male models have. This isn’t the conventional look high fashion tends to want, which is the area I’m most passionate about. But lately, I’ve seen brands such as Burberry give opportunities to male models like myself—that is, guys with facial hair. It’s really amazing to see. I’ve got a mustache and a goatee, and I feel it suits me better this way.
It’s refreshing to see the industry evolve and embrace different looks, such as taller models or athletes. For example, the Louis Vuitton show included some American college football players. They were 6 ft tall and 200 pounds, so not your typical slim high-fashion models. It’s great to see trends evolving. Even brands like ASOS and JD Sports typically use heavily tattooed male models. What I mean by this is tattoos on the back of your neck, your head, your face, chest, back, shoulders, arms, and legs. I’ve got two sleeve tattoos, but I’m not covered, and I don’t feel the need to get more in order to land a job.
What trends or shifts do you see as opportunities for aspiring models?
The modelling industry is less about fitting in with stereotypes and more about being yourself while still getting opportunities. I think that’s such a positive shift. Just being your authentic self and sticking with it can really take you far.
Additionally, modelling is embracing exclusivity. There was a time when curve modelling wasn’t even a thing, or that modelling was predominantly a female industry. It’s nice to see more male models. But I would say, regardless of changing trends, just be your authentic self and don’t try to change.
To end our interview, Kofi left us with some wise words of advice. This is to all our readers who are wanting to break into the modelling industry but have no clue where to start or what to expect.
How important are networking and building relationships in the modelling world, and what advice would you give to newcomers about making connections?
Networking is massive, because it’s not what you know but who you know. That’s how you get yourself into rooms and booked into jobs.
Additionally, networking hones your people skills. Knowing how to be personable, act accordingly, and talk to people in the right way. Also, knowing how to sell yourself in an intriguing yet humbling way, how to ask questions and learn more about others will take you far in the modelling game. Yes, you can get jobs through references, but the most important people on a set are the creative directors, the photographers, the makeup artist, etc. They’re the people who will recommend you. Talk to people, be friendly, and set yourself apart.
Are there any myths about the modelling industry that you’d like to debunk for those considering it as a career path?
It’s not as superficial as people make it out to be. Models are regular people also. Models, specifically due to how supermodels are portrayed, are expected to be of a certain standard. I’ve met so many models who are actually quite cool. So don’t be fooled by the assumptions or the fantasy social media presents.
What advice would you give to young people who are interested in modelling but don’t know where to begin?
Do your research and due diligence. The idea of something tends to be a lot different from the reality. So if you are serious about modelling, look into it. Because the idea may sound great, but after a bit of research, you may realise that it isn’t for you. At least you would have saved yourself time, pressure, and stress. And if it is something you want to do, at least you’re certain enough to take the next steps.
Additionally, doing research will help when choosing an agency. You can see if the agency aligns with your personal brand, if they have models similar to you, and if they have worked with brands you’re interested in. Find out if they do walk-ins and on what days. If they aren’t open, be courageous and walk in anyway. This is an industry that wants to make money after all. If you walk in and they have 25 clients who have been wanting someone like you, they won’t turn you down because they are losing money. And if they reject you, well, keep it moving and don’t get disheartened.
Final Words
We asked Kofi what his 29-year-old self, who took the leap of faith to step into the modelling industry, would tell his 33-year-old self.
I didn’t feel like I had a late start. I just kind of do what I want when I want. Of course there were challenges, but that goes with anything you want to do. So you just have to go for it and figure it out. There was a time I was getting zero jobs, but through that I understood my image. I now know that brands such as JD Sports aren’t my look. But rather than let that discourage me, I realised other brands would take me on, so I just went to work for them.
I would tell my 29-year-old self, I told you, bro. When he first started modelling, he was just dreaming, wishing, and hoping for the best, but not knowing. Now I’m quite established. The fact that throughout this interview, you haven’t asked me a single question about basketball just goes to prove it. Your patience and doing your due diligence have worked and will continue to work.
To all our readers, who are starting or in the modelling industry, Kofi Josephs’ words to you are:
Be you, be inspirational, because why not?
Thank you for reading, click the link to read more of our Inspire Me Articles
Follow Kofi on his social media:
Personal : @Dejkoaf
Why Not I : @WhyNotIMH
Why Not I Clo : @WhyNotIClo
Click the link to visit:
Website : https://www.whynoti.co.uk
Brand website : www.whynoticlo.com
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