Back in 2018, while studying computer science at UCD, fashion enthusiast Tope Akinwale joined creative forces with budding graphic designer Niko Jasenko.
In between (and sometimes during) lectures, the two dreamt up an urban clothing brand that would do good for their local communities while reaching audiences across the globe.
Just a few years later, it seems that they have accomplished that and so much more.
Born in Nigeria, Tope moved to Ireland at the age of two, and says that his collaboration with Lithuanian-born Niko began as a form of self-expression for young people growing up within a mix of cultures.
"We really wanted to build a community of expressing ourselves through fashion," Tope told RTÉ Lifestyle. "The idea is that people from different backgrounds are able to come together and actually build something and have an impact on society. "
"In Nigerian culture, looking good is very much a thing," he adds. "If you're going for food or going to a wedding, it's all about looking good, smelling good, feeling good. That probably cultivated some of the ideas and why my mind is so fixated on fashion."
Unfortunately, higher-end items usually come with a hefty price tag, so the entrepreneurs were determined to make something that was "premium but affordable".
Most of all, though, it had to be wearable.
For their recent winter collection, the founders brought a group of models and creatives on a ski-trip in Switzerland to showcase the durability and style of their pieces.
"We try to really shoot in the areas where these clothes can be worn," the 26-year-old explains. "When we're designing, we're thinking about where we're going to shoot these videos and where these clothes are going to be worn."
"We try to go that extra mile, we always try to go above and beyond."
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Ambition, determination, clever marketing, an eye for detail, and a tireless work ethic are all essential ingredients for success. But it never hurts to have a celeb backing your product either.
"In terms of celebrities and things like that, it's about being-proactive," Tope explains, describing his team as natural problem solvers. "Sometimes you get lucky and their team reaches out to you, but the most important thing is to put yourself out there."
In the beginning, there were a number of rising Drill artists in Ireland who wore the brand in their music videos, but in 2023, the team struck big when 50 cent wore one of their t-shirts during the London leg of his Final Lap tour.
"It's actually insane," the Lucan man laughs, noting that he practically sprinted into town when he heard he had landed the meeting.
Through the jigs and the reels, it was finally decided that the rapper would don the MCINO Galaxy t-shirt - a look that he posted to his 33.1 million followers.
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Although he's hoping to get Nigerian singer Burna Boy next, it's clear that the co-founder is never one to rest on his laurels.
Constantly on the lookout for new ideas, it seems there is always more to do to make the brand more relatable to audiences far and wide.
"When you start a business, you want to be seen as this local boy - Irish brand, get behind us - but then you start to realise that you don't appeal to anyone outside of Ireland.
"Yes, we are Irish people, but we want it to be a thing that someone from the Netherlands or the States could say... what do they say? 'This is dope, man'" he laughs. "We wanted to appeal to different cultures and communities."
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This appeal comes from constant innovation, whether it be casting a diverse range of models or showing potential buyers how to style their pieces through examples on Instagram.
"Relatability is very important," he insists. "We try to be as inclusive as possible so we have models of different shapes, different sizes, different backgrounds.
"Even within the Black community, there's a stigma around people who are lighter skinned or darker skinned, so we try to make sure we include all types of skin tones. It's for everybody."
Named after a phrase from his youth (Money Comes In Not Out), MCINO has managed to tie itself to its community.
Initially, the team held a football tournament to raise money for Sickle Cell Ireland - a charity that is founded and run by Sickle Cell and Thalassaemia families.
This year, the brand partnered with local lash technicians, beauty salons, and hair dressers to deliver free crates of water to the businesses to share with their customers.
Describing Dublin as a "creative hub", Tope says he has felt huge support from the people, businesses, and artists in his area: "I've seen people making songs and throwing MCINO it - people are just mentioning the phrase - it's crazy. I think it's a testemant to the community that we've put together."
