Designer jeans in Johannesburg

Jeans designer Tshepo Mohlala's started a denim revolution in South Africa. He's now selling his special designs to celebrities and royalty.

Mohlala grew up in a poor South African township. As a teenager, his neighbours made fun of him for wearing skinny jeans because they weren't fashionable.

He left his township to study at design college. However, he was forced to quit his course due to a lack of money.

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 passionate about fashion, and he opened his own fashion business with an 8,000 rand loan from his girlfriend. The jeans that he produced were designed with African women's bodies in mind. He named his company 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."

The crown logo on Tshepo jeans has special importance. The crown's three points represent three women who've been central figures in Mohlala's life.

The designer's now being supported by women celebrities, such as Beyonce, who's listed Tshepo as a brand she admires. Meghan Markle even took time out to purchase 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."

Mohlala's business now includes a staff of 10 tailors at its centre in Johannesburg, where the jeans are manufactured. The denim, which is processed in Japan, is sourced from cotton farms in Zimbabwe. Although a pair of made to measure Tshepo jeans costs $375, the brand's range of ready to wear jeans, t-shirts and hats provides a more affordable option.

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