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Reading: From Being Homeless In Singapore to Founder of The First Sierra Leonean Clothing Brand In Malaysia “ Neeks Fashion “ The Story Of Ishmael Brima Koroma
Reading: From Being Homeless In Singapore to Founder of The First Sierra Leonean Clothing Brand In Malaysia “ Neeks Fashion “ The Story Of Ishmael Brima Koroma

From Being Homeless In Singapore to Founder of The First Sierra Leonean Clothing Brand In Malaysia “ Neeks Fashion “ The Story Of Ishmael Brima Koroma

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Sallu Kamuskay
By Sallu Kamuskay 354 Views 7 Min Read
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From Being Homeless In Singapore to Founder of The First Sierra Leonean Clothing Brand In Malaysia “ Neeks Fashion “ The Story Of Ishmael Brima Koroma

Born in Freetown, Ishmael Brima Koroma is a Sierra Leonean entrepreneur, philanthropist, CEO, and FOUNDER of Neeks fashion, an emerging fashion brand. Ishmael Brima Koroma grew up in Sierra Leone, He did his primary education at the Kankaylay Islamic Primary school, Kissy mess mess and later moved to the Sierra Leone Muslim Congress boys senior secondary school Kissy mess mess where he did his Secondary and senior secondary school education.

Ishmael pictured on the right hand side with his friends during school days

Born and raised to an extended family, Ishmael’s father married 4 wives and his mother was the third wife. Ishmael’s mother gave birth to 6 male children including him. All five of them past away, Ishmael was the only child left, In Ishmael’s village, during an interview with Salone Messenger, Ishamael disclosed why he was the only survivor, “According to traditional believes, male children will be the successful children in my family, so that was the reason why the village people “ witch craft “ can’t allow male child to exist in my family”

At the age of 3 years, Ishamael’s step brother took him from the village to the capital city where he was raised, since then he never set eyes on his two parents. Ishmael had lot of difficulties living with his elder brother due to one of the three wives of his brother who was very aggressive to him.

“I remember at one time I was denied food for failing to wake up early to fetch water in the morning before going to school to take my West Africa Examination Council examination so I have to eat tooth paste to change saliva. After encountering those challenges, I decided to leave my elder brother’s house to search for a better life in the western part of the country.

Due to his obedient and submission, Ishmael had the opportunity to meet with a lady who changed his life,  Withsunnette Ayor decided to helped him with a job as freelance to make a living where he worked for two years and decided to  travel out of Sierra Leone to search for  better opportunities.

Ishmael left for Singapore in few days. Ishmael ran out of money and became homeless for 27 days struggling and surviving by the left-over of customers that come to buy food at the restaurants. Ishamael never lose hope, walking along little India in Singapore. Ishamael came across two Cameroonians football players who helped him buy a ticket to Malaysia where he could further his studies, Not knowing anyone in Malaysia, Ishmael became homeless for few days. At bukit bintag called “ reggae bar “ Ishmael met some Africans where he was fortunate to meet with one of his Sierra Leonean brother who took him to his house for few months and he later started working in an African mini mart

Despite of all these challenges he gone through growing up, fashion has always been his passion. It comes to him naturally. As a kid, growing up, Ishmael used to spice up clothing with his own design using scissors and needles to redesign. Today He intend to use fashion and his brand to create opportunities for people who are creative in the field of fashion and to spice up the existing fashion designs. Ishmael’s goal is to redefine the world of fashion with unique and authentic designs.

In 2011, Ishmael took up a job as a Clearing and Forwarding Officer at a logistics company. After a while, He was not sure if that was what he wanted to do with his life. Besides, He was not sure how quickly that path will take him to the top. Ishmael then considered that setting up his own business would enable him achieve greater success much faster than working for someone else. He then ventured out to start his own business and brand.

During an interview with blogprocess, Ishmael for the first time disclosed the secret behind his brand name

“This is a huge trade secret, and I am humbled to share it publicly for the first time. The name NEEKS is an abbreviation of my kid’s names Nathaniel, Emily, Emela, Koroma, and Shagbay “Neeks”. My kids are bold, loving, and cheerful people. These unique and amiable attributes are what I try to depict in my fashion statements. It is my belief that through this initiative, other young people will find their identity and fulfill their dreams and aspirations.” He noted

As way of giving back to his country, Ishmael give his contribution through donations, among his many donations. As a former pupil of the Sierra Leone Muslim Congress secondary school, he donated football kids to the pupils of the school.


Ishmael has also involved in cleaning exercise in the country at the Lumley police station by supporting the police officers in cleaning the Lumley community, He is embarking on such activities to raise awareness to Sierra Leoneans living abroad to do the same when they visit home


“Never quit! Believe in your dreams and pursue it with focus and discipline. Success requires perseverance and hard work. With dedication, every dream can be a reality. So, dreamlike “crazy”; work like a “bull” to make it come to pass. Aspire to leave a footprint.” Ishamael advice young people.


Follow the brand on social media


Personal Instagram: Ishmael Brima Koroma

Business Instagram: Neek Fashion

Twitter: Neeks Fashion


Website: Neek Fashion

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Sallu Kamuskay is a Sierra Leonean communication strategist, fixer, blogger, youth organiser, event manager, spokesperson, and public relations expert. His work has been regularly referenced and published by national and international media and public policy institutions. Sallu Kamuskay was a child during the brutal war in Sierra Leone. Growing up in the midst of conflict, Sallu witnessed unimaginable abuse of children and gross violations of human rights. The horrors he witnessed during the Civil War had a terrible impact on him at a very tender age. But despite the shock of the war, Sallu never lost hope. He started on a journey of recovery, studying, and working for a better future. At age 15, Sallu entered into the world of activism and advocacy. Sallu Kamuskay was the Vice President of the Young Leaders Organisation, a member of the National Youth Council. The Young Leaders is one of the oldest youth-led organisations in West Africa. The organisation was formed by a group of young leaders, and launched by the then Head of State/President of Sierra Leone. Sallu was part of the group of young leaders who participated in and contributed to the establishment of the National Youth Council. The Commonwealth supported the training for trainers programme with line ministries and youth stakeholders in which key, representatives of youth council, student union and civil society/private sector youth platforms were engaged and empowered in the effective engagement and inclusion of youth. Sallu is co-founder and Executive Director of the Salone Messenger, a global multimedia and public relations firm based In Sierra Leone. Sallu has worked on various developmental and policy issues such as Poverty, Climate Change, Human rights, Child Rights, Education, Health, Gender Equality, Civic Engagement, Government policies, Information Communication Technology for Development and the Sustainable Development Goals, and has also been contributing to various global events and advocacy campaigns. Sallu Kamuskay is the co-founder and Executive Director of the Salone Messenger, a global Multimedia and Public Relations Firm based in Sierra Leone with the latest news and information, on top stories, business, politics, entertainment, and more. Sallu is working with a leading technology company in Africa, Techfrica, that has recently developed and launched a social media, messaging Supfrica with over 150,000 downloads on the Google play store in less than 4 days. He is the Adviser and Media coordinator for the App to give people the platform to connect and communicate to help shape their future with a very fast internet that allows users that live in deprived and hard-to-reach areas with poor internet facility to be able to communicate as it allows and stronger on 2 and 3 G network reception. Sallu has over 9 years of experience in youth engagement, inclusion, and coordination both at local and global levels, giving voice to young people and engaging young people to build a better world. He has served as coordinator for the Wave Alliance which brought together youth-led organisations who attended an international training in South Africa organized by the International Organization – Waves for Change. Sallu is working with the MLT, Waves For Change, and the Government to develop safe spaces for young people, with a view to contributing to the overall development goals of young people including health, as well as to community rebuilding. Sallu is currently the Programme Director for the Wave Alliance, which is a coalition of youth-led and community-based organisations that have successfully introduced evidence-based Surf Therapy programs to young people in communities, with a focus on mental health, peace building and sustainable development. Sallu is currently the focal point and face of Africa’s Faces Social media platform which is a global Social media platform that brings together people from across the world to share their moments, connect, share videos, and interact with friends giving more preference to excluded continents like Africa. Sallu Kamuskay has devoted his time to working for or contributing to a number of national and international organizations and companies, including the Techfrica Technology Company, United Nations, ECOWAS, European Union, Commonwealth Africa Initiatives. This work has led him to travel to a number of countries to contribute to global youth platforms. Sallu is the lead Coordinator for Peace Tour programme, an initiative supported by the European Union, Africa Union, ECOWAS focusing on uniting and empowering young people and local communities. Over the years, Sallu Kamuskay has been using his Techno phone to be able to tell stories, the phone he used to tell the story of Gbessay during Ebola who was admitted at one of the Ebola treatment centers after rumors that she had Ebola when the actual sickness was ulcer, she was almost abandoned at the treatment canter with no medication provided to her. She could have died. Sallu told the story via social media and was able to secure funding from the United Sierra Leone to buy her medication and advocated for her. She was later discharged and taken home, He did the same to a patient that died and was abandoned in the street, Sallu Kamuskay used his phone and shared the message across, the corps was later taken and buried. It could have been more disaster without his voice. The story of late America Stress 3-year-old daughter. The hero’s daughter was abandon after his father's death. He shared her sad story and was able to get a sister who has taken the child as her own and is currently providing her with educational support. The article of America Stress can be read on the link below Sallu Kamuskay feels the stories of Gbessay, America stress and that of many others need to be told. The media house we have cannot better tell these stories, they are better reporters than telling human interest stories. He created the Salone Messenger platform and brought together passionate storytellers to be able to tell these compelling stories.