“We, the people” “Thina Abantu” “Ons, die mense” reads the black-and-white T-shirts on TSHEPO’s online shop, announcing gallantly what the brand stands for – ambition, pride, and inclusivity. So much so that the T-shirts are translated into the majority of official South African languages, including sign language. It’s a bold declaration of heritage and identity.
Ten years ago, Tshepo Mohlala began his journey with nothing but a backpack, a dream, and a desire to tell African stories – through jeans. Today, TSHEPO is synonymous with premium African craftsmanship, authenticity, and narrative. The brand’s signature three-pronged crown has become an emblem of dignity and identity, stitched into every pair of jeans and etched into the memory of those who wear them.
The flagship Hyde Park store – elegant, contemporary, and unapologetically African – opened in 2022, marking a pivotal moment in TSHEPO’s rise. It’s not just about selling denim; it’s about offering a fully immersive experience: scent, sound, and space curated to celebrate black excellence and heritage. It’s about stepping into a world that is both deeply local and globally aspirational.
From Tsakane to tailoring royalty, Tshepo’s path is as textured as the selvedge denim he works with. Worn by Meghan Markle and Cassper Nyovest alike, TSHEPO Jeans has transcended borders – but never traded its soul. The brand remains rooted in community, collaboration, and culture, empowering local artisans and investing in African storytelling.
In a landscape where luxury often feels detached from its origins, TSHEPO offers something rare: depth. Each garment is crafted with intention. Every stitch is part of a greater narrative. And at the centre of it all is a man who wears his heart on his sleeve – and sometimes in his seams.
As TSHEPO marks its 10th anniversary, we return to the brand’s essence: not simply what it has made, but what it has meant. We sat down with Tshepo Mohlala to reflect on a decade of denim and to look ahead at what the next chapter may hold.
You started Tshepo Jeans with a vision rooted in African identity 10 years ago. How has the brand evolved over the past decade, and what milestones stand out to you?
I started with a backpack and a dream – literally. Back then, it was about making a pair of jeans that told our stories with pride, and a pair of jeans that will live forever. Over the years, the brand has grown into something much bigger than me. I’ve gone from a one-man hustle to a team of artisans, creatives, power operators, and storytellers. Opening our flagship store in Hyde Park was major; my wild dreams came true, but that was just the beginning. Seeing someone like Meghan Markle embrace our brand was a moment. Cassper Nyovest at Global Citizen was a national pride moment. But for me, the real milestones come from the people – the customers who come in, put on a pair of TSHEPO Jeans, that’s the one.
How has your upbringing shaped your entrepreneurial spirit and influenced the values behind TSHEPO Jeans?
I was raised by a tribe of powerful women – my mom, my aunts, my grandmother. They taught me resilience, grace, and style. Growing up in Tsakane township in Gauteng, we didn’t have much, but we had pride. That spirit lives in TSHEPO Jeans. It’s about dignity; about showing up and excellence. The brand is a tribute to those women who gave me everything, even when they had little.
TSHEPO Jeans is widely celebrated as a luxury African denim brand. What does ‘luxury’ mean to you, and how do you express that through your collections?
Luxury, for me, is about intention. It’s not just the price tag. It’s the story, the craft, the feeling. African luxury is spiritual and cultural. It’s about connection. When you wear TSHEPO Jeans, you’re wearing heritage, history, pride, and purpose. We don’t chase trends. We create timeless pieces that speak to who we are – bold, timeless, and unapologetically premium.
What does the flagship boutique in Hyde Park represent to you, and how do you curate a premium customer experience there?
That store is sacred ground for me. It’s a symbol of the journey, from the dusty streets to premium real estate. When you walk into that space, you’re not just shopping. You’re stepping into our world. We want people to feel at home, from the welcome to the final fit. Everything – the design, the sound, the scent – is curated to celebrate African excellence.
Premium quality is a hallmark of TSHEPO Jeans. Can you share insights into the materials, craftsmanship, and processes that ensure every piece meets your standards?
Quality is non-negotiable. We source premium denim from some of the best mills, both here in Africa and globally. Every stitch and detail is intentional. Our artisans – many of whom have been with us for years – pour heart into their work; truly the best in the country if not the continent. We don’t mass produce. We create with care because we know our customers can feel the difference.
How do you incorporate cultural elements while keeping your pieces relevant for both local and global markets?
We believe: start local to go global. Our heritage is rich – from Bapedi attire to Zulu beadwork, from township flair to Pan-African royalty. We weave those references subtly into modern, wearable pieces. It’s about remixing tradition now. That’s what makes it authentic. That’s what gives it soul.
The three-pronged crown logo has become iconic. What inspired this symbol, and what does it represent in your personal and brand narrative?
The crown is personal. It’s about reclaiming identity. Each prong stands for something: the people, the continent, the future. For me, it’s a reminder that we come from greatness — kings, queens, visionaries. It’s not just a logo. It’s a call to walk tall, to know your worth. When you see that crown, know it’s for you.
