“Tyred of the norm” a creatives way to venture into entrepreneurship

Perception is undoubtedly a distinguishing factor between creatively inclined individuals and others. “Tyred of the Norm,” a seemingly unconventional name for a shop, finds its significance in the innovative pursuits of Ian Mutinda.

The 21 year old repurposes discarded tires and other unconventional materials to craft functional furniture and home décor, hence the name.

“The name fulfilled the purpose of what I was trying to achieve. I aimed to create something out of the ordinary using tires. It just made perfect sense even though not many people resonate with the name,” explains Mutinda.

The store, located along Namanga road in Kitengela, has been a significant source of revenue for Mutinda since 2021. Venturing into this particular business was not part of his initial plans, but as he would articulate, it felt like a calling.

“I reside in Kitengela in an area where the sight of petrol stations and repair shops lining the streets is a common occurrence. These establishments often serve as repositories for piles of tires, sometimes even discarded on the roads. Initially, I paid little attention to them but the more I walked by and saw them my curiosity would be piqued, prompting me to explore alternative uses for these discarded tires,” he expressed.

Despite his lack of experience, he delved into research to explore the potential alternative uses for the tires.

“There were numerous aesthetically pleasing materials and swift do-it-yourself methods for tire transformation, though they did not offer the detailed guidance I needed as a beginner. Striving for uniqueness, I integrated components of the creative ideas I encountered to formulate my own innovation,” he states.

The first thing Mutinda created was a coffee table spray painted and fitted with a glass top. The table took 3 whole weeks, fixing and refixing until it took shape. He did the process for two other tires creating functional seats serving him till today.

“My initial creations did have a lot of challenges given the fact I was just trying it out for the first time. The technical aspects of crafting were something I struggled with trying to duplicate the pieces i saw, “he said.

Determined to succeed, he actively sought counsel and expertise from individuals with relevant experience. Through collaboration, he gained valuable insights and practical advice to refine his concepts.

“I consulted with experts at the glass shop, carpentry workshops, and fabric stores where I bought my material from.  I would inquire about the proper technique for drilling glass, or which type of fabric would be more suitable. They’ll offer me suggestions and alternatives that I would try to achieve my desired outcome. And I did fail countless time but would still go back for more insights. It was a continuous cycle of learning and unlearning until I finally got the concept that worked for me. And I owe it up to those individuals for the refinement and enhancement of my skills ,”he reflects.

Impressed by their utility, Mutinda commenced gathering discarded tires for upcycling purposes. The favorable outcome inspired him to explore further creations like crafting home decor items such as mirrors fashioned from upcycled motorcycle components, pottery, wine racks, tables, chairs, and poufs. By the conclusion of 2021, with the assistance of his parent, he successfully established a modest retail space to showcase his creations.

“Recognizing the potential of my business, my mother also played a pivotal role in facilitating connections with other clients within her extensive social circle. This crucial backing and my added efforts ultimately paved the way for the inception of the retail store which I owe it all to her,” Mutinda affirms.

His shop serves as a showroom customized to display the final products from the recycled tires. He also works with some artist that have been able to incorporate art to his work making them even more appealing.

“I established the shop independently, but over time, I was approached by emerging artists from my locality seeking a platform to showcase their artwork. Embracing this opportunity has proven to be incredibly rewarding. The fusion of their artistry with my creations has undeniably elevated the quality of my work. While I did extend an invitation for them to collaborate directly with me, I ended up gaining more than I anticipated,” he reflects.

Humbled by the rough start he had, Mutinda offers training for individuals seeking to acquire the same skills. Just last year, he not only had the opportunity to showcase his work but also established connections to impart his expertise at the Scottish School of Kenya.

“Last June, I had the privilege of showcasing my debut work at the Nairobi Museum, followed by a second exhibition in December. This opportunity not only allowed me to expand my network but also provided me with a platform to impart my knowledge and skills to others. I take immense pride in my work as it addresses a pressing issue – pollution. The environmental concern extends beyond Kitengela. By sharing my expertise, I hope to empower individuals to implement sustainable practices elsewhere, thereby facilitating a more significant impact on our environment,” he underscores.

Unlike previously when he did his own collection, Mutinda now allows collectors to deliver the tires to him, purchasing them for prices ranging from Ksh.50 to 100  based on their sizes. His rationale behind this decision is rooted in the belief that every individual has a specific role to fulfill.

“As I engage in recycling to promote environmental cleanliness, I am mindful of those individuals who derive their livelihood from waste collection. Consequently, I have transitioned from personally conducting collections to procuring the tires from them. Each party, whether directly or indirectly involved, fulfills a crucial role in this process, including the end consumer,” he explains.

Mutinda is also proficient in crafting content for brands, indulges in writing poetry and articles as part of his other skillset. With a mind in entrepreneurship, his side business focuses on Men’s grooming. Established a year ago with a few associates, the brand “Groom hub” advocates for male grooming products.

“Skincare has long been associated with femininity, yet there exists a growing number of men who take pleasure in nurturing their skin. Despite this, many skincare products lack a masculine appeal that resonates with men. The products we have been exporting, however, cater specifically to the male demographic,” Mutinda explains.

Even though Mutinda has successfully transformed a mere idea into a commendable venture, he admits he hasn’t dedicated as much time to both ventures as he desired.

As he pursued a Bachelor of Business Commerce and Information Technology at the Multimedia University based in Rongai his business operated all the way in Kitengela. He acknowledges that managing both academic commitments and this newfound endeavor posed as a challenge.

“I recently completed my course in April of this year and am looking forward to graduating soon. Throughout this period, I have been balancing my academic responsibilities with my entrepreneurial endeavors. Residing in Rongai, where the school is located, I would return home during weekends and holidays to create the products. It’s hard to admit but this has somehow led both ventures to not attain their full potential,” he reflects.

With his academic obligations behind him, his primary focus now lies in the expansion of his businesses.

“My sole focus is on the expansion of my enterprise. I am diligently working towards setting up a shop either in Ngong Road or Parklands, strategically situated to cater to our target clientele by the end of this year,” he discloses.

When prompted about his legacy, he articulates his ambition to be recognized as a prominent figure in the business world

“I want to be known as someone who excels in business. While my efforts may not be directed towards abolishing global hunger, they are dedicated to offering practical solutions to existing challenges. I firmly believe that even addressing seemingly trivial issues can bear significant importance and I want to establish myself as a trailblazer in this specific sector of businesses. Entrepreneurship is my calling,” he proudly states.

His advice to young individuals aspiring to materialize their business ideas is to simply commence with what they possess and always allow space for enhancement like he did.

“I would recommend pursuing something that ignites their passion, something that brings fulfillment rather than feeling like a mere job by the end of the day, “he emphasizes.

His parting short is Surviving is winning.