Designer's jeans get recognition - 8th March 2024

South African entrepreneur Tshepo Mohlala was mocked as a teenager for wearing skinny jeans. Yet his own designer denim now hangs in the closets of celebrities and royalty.

Born in a rough township in South Africa, Mohlala was always ahead of the curve in terms of fashion. Disappointed that his sense of style was unappreciated by his neighbours, he headed for design college to develop his skills although financial difficulties meant he was later forced to drop out.

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."

Still dedicated to fashion, he was lent 8,000 rand by his girlfriend at the time, allowing him to launch his own fashion label. Mohlala create a range of jeans focused on the shape of African women, naming it Tshepo after himself.

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."

The three-pointed crown logo of Tshepo brand jeans, representing three women who've played crucial roles in Mohala's life, is now gaining the seal of approval from the most successful women in the world. Beyonce's added Tshepo to the list of brands she admires, while the Duchess of Sussex, Meghan Markle, has called on the designer herself.

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."

Now employing 10 tailors at its base in Johannesburg, Tshepo sources denim made from African cotton grown in Zimbabwe, which is then woven in Japan. While a tailormade pair of Tshepos will set you back $375 - a small fortune for many in South Africa - there's another, more affordable alternative. Tshepo offers a ready-made collection of jeans, t-shirts, hats and perfumes for men and women.