Designer jeans in Johannesburg - 8th March 2024

Tshepo Mohlala's changing fashion in South Africa. The designer's making jeans which are bought by celebrities and royalty.

As a teenager, Mohlala lived in a poor township. He loved wearing skinny jeans, but they weren't popular. People laughed at them.

Because of his interest in fashion, Mohlala started studying at design college. But it was too expensive, and he couldn't continue his course.

Tshepo Mohlala: "Yeah, I went to design school and then I dropped out due to financial difficulties. Which is, probably was the best thing that has ever happened in my life because it made me think really hard if I really want to be in the fashion space for, forever and for the rest of my life. And I decided to be in it and I forced my way into the industry."

Mohlala was still interested in fashion. So, his girlfriend lent him 8,000 rand to set up a fashion business. He designed jeans which fit the body shape of African women. His company's called Tshepo.

Tshepo Mohlala: "A whole lot of African women have a tiny waist and big booties and big hips and then tiny legs. So we created a range of jeans using raw denim with no stretch that is super tailored for a woman but is readily available in our store."

Mohlala chose a crown with three points as the logo for Tshepo jeans. The points are for three women who are an important part of his life.

Famous women are now giving Mohlala support. Tshepo's on Beyonce's list of her favourite companies and Meghan Markle's bought a pair.

Tshepo Mohlala: "Well, when Meghan Markle came into the space, I think at the time a lot of South Africans were saying why would I buy Tshepo, why would I do this? And then you have the Duchess of Sussex coming here, really calling me and begging that like I need to get a pair of jeans from you before I leave the country. So for us, it was like a, just a - you know, it's a stamp of affirmation and of approval, of this product is certified. It's good enough for anyone in the world."

Tshepo now employs 10 tailors, who sew the jeans in their factory in Johannesburg. The jeans are made from cotton that was grown in Zimbabwe. A pair of Tshepo jeans which is made to your exact measurements costs $375. But they also make jeans, t-shirts and hats in regular sizes, which are cheaper.