Osebo the Zara Man, the flamboyant entrepreneur and style icon who once owned one of Ghana’s most influential recording studios, has opened up about his remarkable journey from humble street hustling in Suhum to becoming a trailblazer in Ghanaian fashion.
In a recent interview, the man born Seth Appiah Richard Brown and famously known as DJ Rich recounted a life defined by grit, opportunity, and an unshakeable passion for music and style. From pushing trucks and selling ice water as a young man to establishing PlayStation studio in 1997 and later building a high-end fashion brand, Osebo’s story embodies the classic tale of a Ghanaian who ventured abroad, acquired skills and capital, and returned to make a lasting impact.
“I was a truck pusher. I pushed trucks in 1991, 1992,” he revealed.
“I sold ice water, fan-ice… Sometimes I need to go to the street and fill the gashes, the potholes on the main road. Just to get something”
Osebo The Zara Man, Entrepreneur and Stylist
His big break came through an unexpected act of kindness. An elderly man, impressed by the young Osebo’s honesty and diligence, handed him a Togo passport belonging to his son.
“He said, this passport belongs to my son… I’m giving you this passport. You can travel to Italy and Germany for free. Just go and remove the passport, the picture of my son, and replace yours,” Osebo recalled. He used the document to travel around 1983 and began a new chapter in Europe.
In Italy, sharing an apartment with Brazilians and dating a Nigerian woman, he immersed himself in music and fashion scenes. A club owner in Vicenza gave him a chance as a DJ at the American-based Palladium club. He bought turntables and LPs and commuted regularly to perfect his craft.
By the late 1980s, he returned to Ghana armed with professional sound equipment. He became known as DJ Richard Ricks and later DJ Rich, with his powerful JBL and PV speakers dominating events. His sound system was so impressive that top DJs and artists sought him out.
In 1997, he established PlayStation (also called 247 PlayStation) in North Kaneshie, which quickly became one of the premier recording studios in the country during the late 1990s and early 2000s. Artists flocked there to record hip-hop and highlife tracks.
One DJ, described it as his “second home,” walking from Alajo to the studio to record.
Osebo noted the cultural significance of that era for those born in the 1970s to 1990s. “If you are not born in the 70s, 80s and late 90s… then you are missing a lot of things,” he said.
Switch from Music to Fashion
Despite the success, he eventually stepped back from music equipment rental. As a Sabbatarian who observes Saturday as the Sabbath, weekend gigs conflicted with his faith. He channelled his energy into fashion, a passion he says was “inborn.”
Even before travelling, locals called him “American man” for his sharp dressing. In Italy, he embraced designer wear from head to toe. Exposure to Nigerian fashion circles further sharpened his eye. Upon returning, he opened a boutique in Accra with a modest initial stock: ten shoes, 15 belts, 20 jeans, and a few T-shirts.
He made monthly trips to Italy to restock original, high-quality items, building a reputation for authenticity in an era when fakes were common.
His bold fashion moment arrived in 2003. While in Spain , the birthplace of the Zara brand he purchased a black tartan kilt and jacket. He wore the ensemble to the Ghana Music Awards, creating an instant sensation.
“As soon as I dropped from my car, all cameras were on me,” he remembered. The next day, images flooded social media and he became a national talking point.
That appearance cemented his identity as Osebo the Zara Man and positioned him as a trendsetter who fearlessly blends Scottish kilts with Ghanaian and modern aesthetics.
He now owns about 15 kilts and continues to push boundaries. “Fashion is madness,” he declared. Osebo argues that Ghanaians are gradually improving their fashion sense, though the country still trails Nigeria and Congo. “With time we will get there,” he said confidently.
For Osebo, fashion is more than clothing -it is confidence, self-expression, and business. He treats himself as a “walking billboard,” dressing to attract attention and customers. He runs his own brand, producing T-shirts, shoes, and caftans, and insists on quality.
“Nothing is expensive if only you can afford it,” he stated.
“I don’t copy anybody, I copy myself. I challenge myself… I want to be unique. I want people to learn from me. I want to set the trend for people to follow.”
Osebo The Zara Man, Entrepreneur and Stylist
He credits passion as the cornerstone of his success.
“Before you go into a business, make sure you have a passion for the business. For me, there’s no other business I can do apart from doing what I’m doing now. Because I have passion for what I’m doing. I love dressing”
Osebo The Zara Man, Entrepreneur and Stylist
Osebo’s story resonates across generations. Older heads remember his dominance in the sound system and studio era, while younger Ghanaians admire his fearless style and entrepreneurial spirit.
He has styled others, won best-dressed accolades indirectly through his influence, and even drew international interest, including a BBC interview at his shop.
Today, he continues travelling the country, promoting his brand and mentoring through example. From filling potholes as a struggling youth to turning heads on red carpets, Osebo the Zara Man has proven that vision, honesty, and relentless self-belief can transform humble beginnings into a legacy.
His message to aspiring creatives and entrepreneurs is simple: believe in your own thing, stay authentic, and never be afraid to stand out. In a fashion landscape still evolving, Osebo remains several steps ahead- kilt and all.
READ ALSO:The Politics of Counting II: Staffing, Expenditure and Value for Money
