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.
