Designer jeans in Johannesburg

Designer denim's changing the face of South African fashion thanks to Tshepo Mohlala's innovative approach, which has garnered celebrity endorsements and seen royalty clamouring for the garments.

Teased as a teenager in the township where he was raised for his own skinny jeans look, Mohlala took his fashion forward ideas on to design college. Yet despite being ahead of the curve in terms of style, he had to abandon his studies due to financial pressures.

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."

Committed to realising his ambitions in the fashion sector, Mohlala went on to grow his own startup using 8,000 rand borrowed from his then girlfriend. With this, he established Tshepo, a brand dedicated to crafting jeans for the figure of African women.

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's brand carries a crown logo with three points, each signifying one of the women who've been pivotal in his own journey. Their support's now translated into accolades from globally prominent women with Beyonce awarding Tshepo a place on her list of most admired brands, and Meghan Markle coming knocking to secure a pair of his iconic creations.

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."

Having grown to now employ 10 tailors working out of its Johannesburg hub, Tshepo's also championing African produce, sourcing high quality Japanese denim which is spun from Zimbabwean cotton. And although a pair of couture Tshepos costing $375 is beyond the means of many in South Africa, fortunately its off the peg range for men and women including t-shirts, hats and perfumes is more budget friendly.

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