Kai McKenzie: Redefining Fashion with a Cultural Twist

For Kai McKenzie, fashion isn't just about aesthetics. It's a form of storytelling, a way to bridge cultures and deepen his understanding of himself, and give back to the world. His journey from screen printing T-shirts to creating his brand, MINAMI, has been shaped by personal experiences, cultural exploration, and a deep desire to create with purpose.

From Electrical Work to Fashion Revival

Mckenzie's early interest in fashion began in school, experimenting with screen printing and denim construction (upcycling denim). However, when he entered an electrical apprenticeship he lost time and energy towards creative things. It caused him to step away from fashion for three years.

That all changed after a pivotal trip to Japan. "During my apprenticeship years, I didn't really care about fashion — I was in sweatpants all the time," McKenzie admits. Despite coming back annually to visit his family, something about that visit sparked a shift. "I realized electrical work wasn't for me. I wanted to be part of the fashion world." That led him to forget about pursuing electrical and refocus on his passion for fashion.

The Power of Storytelling in Fashion

Unlike many who focus solely on the product, McKenzie recognized early on that building a personal brand was just as important as creating great designs. His breakthrough came when he moved from silent process videos to narrated storytelling — explaining not just how he made his pieces, but the deeper meanings behind them. That also caught this reporter's eye.

"I started with just process videos, no talking, just music," McKenzie says. "Then my friend Joe, who's knowledgeable about branding and marketing, told me, 'You should be doing storytelling.' I took his advice, and it completely changed how people engaged with my work."

His storytelling voiceovers quickly gained traction. Eventually, that led to a viral video that established his online presence.

Now, storytelling is at the core of McKenzie's approach. "If you just post a video of your work with no context, people won't get it. But if you explain your process, your inspirations, and your message, it resonates more."

Rethinking Sustainability in Fashion

While many fashion brands use sustainability as a marketing tool, McKenzie takes a more critical approach. "At first, I used 'sustainability' to describe my work," he explains. "I thought upcycling was being sustainable. However, after discussing it with people around me, I realized that 'fashion' itself is not sustainable. If you're producing clothes, you're not truly sustainable. So rather than making that my brand's main selling point, I focus on minimizing waste and creating a brand around my culture."

To address this issue, McKenzie has adopted a made-to-order system for MINAMI. Instead of producing large quantities, he only manufactures what is sold through pre-orders, preventing excess inventory and landfill waste. "It's a bit more expensive, but it makes sense," he says. "I won't have unsold stock sitting around."

Another approach he took to be environmentally friendly is repurposing old kimonos in his designs.

The Influence of Japanese Culture on MINAMI

McKenzie's deep connection to Japan plays a significant role in his brand's identity. Growing up in Australia with Japanese heritage, he often felt a disconnect from his Japanese roots. "I only knew what my mom told me and what I read online. But I never really felt connected to authentic Japanese culture."

This was his primary reason for studying Japanese fashion and history and figuring out how to incorporate it into his designs.

That changed when he revisited Japan, where he became inspired by traditional craftsmanship, aesthetics, and historical fashion. This influence is reflected in his designs, which incorporate Japanese materials and techniques.

Even his brand name, MINAMI, comes from his mother's maiden name. "My grandma had three children — two daughters and one son. The son had two daughters, so the last name won't continue," McKenzie explains. "Naming my brand MINAMI is a way to keep that name alive."

Looking to the Future: Global Expansion and Personal Growth

McKenzie has big dreams for MINAMI, including taking the brand international. His three-year plan includes moving to New York for a year to immerse himself in the global fashion scene. "I want to push MINAMI beyond just Japan and Australia," he says. "New York feels like the right place to test myself."

Even further down the road, McKenzie envisions exploring other forms of design, particularly furniture making. "Maybe when I'm 40 or 50, I'll retire from fashion and make furniture," he laughs. "I love the idea of working with raw materials, using natural, untouched wood, and creating timeless pieces."

A Brand with Purpose and Integrity

Despite the challenges of launching a brand — especially in a competitive industry — McKenzie remains committed to staying true to his vision. "I know there will be critics — especially in Japan," he says. "Some people will see me as someone profiting off Japanese culture. But my goal isn't to exploit it — it's to honor it and share it."

Ultimately, he believes that authenticity will guide his success. "If I stay true to what I want to do, the right people will support me."

With a unique approach that blends cultural storytelling, sustainability, and high-concept fashion, MINAMI is set to be more than just a clothing brand — it's a movement.

Also find Kai McKenzie and his fashion brand MINAMI on Instagram

Author: Ami Eldridge