Cotton is the primary material used to create denim, which consists of cotton fibers stitched together. The fabric is cut into panels that are then sewn together. Jeans can be crafted by adding features like buttons, zippers, pockets, rivets, and other decorative elements. While the process might seem simple, it’s the attention to detail that truly matters.

Tshepo’s journey began in Tsakane, a township near Ekurhuleni, close to the mining hills that contributed to denim’s popularity. In the 19th century, Levi Strauss gained wealth by providing riveted jeans to miners, and similarly, Tshepo now designs jeans for the fashionable crowd in Johannesburg and beyond. Tshepo attributes his passion for fashion to his upbringing, influenced by his mother, aunt, and grandmother.

His grandmother, a pastor, taught him that a gentleman must always present himself well; his aunt instilled in him the idea that fashion is a means of self-expression; and his mother inspired him with a drive to succeed.

I had a chat with Tshepo to catch up with what he has been up to.

1. When Tshepo the Jean Maker was created, people were not convinced, and looking at where it is now, it’s amazing. What would you say gave you the courage to continue and build an internationally recognized brand?

In 2015, when I founded TSHEPO, my vision was to create more than just a brand—I set out to build a legacy. Over the years, that vision evolved into the pursuit of a global brand, rooted proudly in South Africa. I believe that as South Africans, we have the potential to craft brands that reach the world. By doing so, we can reshape not only how we see ourselves but also how the world views us.

2. What makes Tshepo stand out?

What truly sets the TSHEPO brand apart is our ability to tell a story that resonates deeply with people, both within South Africa and beyond. This storytelling has been our true strength, more than just our mastery in crafting world-class jeans from exceptional fabrics. It’s the connection we build that gives us our power.

3. We have seen various collaborations with Tshepo the Jean maker and the likes of Sir LSG, what would you say is the importance of collaborating, and are we going to be seeing a lot more of those with the brand?

Collaboration, to me, is a beautiful way of expanding into spaces we might not otherwise reach. It allows us to tell our story in new, exciting ways and keeps our brand fresh and dynamic. For that reason, we will definitely continue to explore more collaborations in the future.

4. Denim Friday is a concept you had many moons, should we expect any concept events that will drive awareness and bring denim enthusiasts together?

We are currently working on a new brand asset that will merge fashion and music—two powerful cultural forces—into something innovative and unique.

5. What are the challenges of running a store, especially in the heart of Johannesburg, considering that you launched your 2nd store at Sandton City?

At TSHEPO, like any retail business, our aim is to attract new clients while nurturing our existing ones. This is achieved through a combination of delivering an exceptional in-store experience, providing strong after-sales service, and offering products people didn’t even know they were looking for.

6. Just to tap into your personal life, it is noticeable that in your launches, you always have your family there. As an entrepreneur, how important is family support?

Family, to me, is everything. At TSHEPO, one of our core brand values is family, and we don’t just say it—we live it. Every time we celebrate a win, we do so with the people who stand by us, no matter what. I work with individuals who share my values and vision, which makes dreaming and building the brand easier. Whether in business or in friendships, family is at the heart of it all for me.

Tshepo’s journey with TSHEPO has been a remarkable testament to resilience, passion, and the power of storytelling. From its inception in 2015, the brand has evolved into a symbol of South African pride on the global stage, demonstrating that local craftsmanship can make a significant impact. Tshepo’s focus on meaningful collaborations and innovative concepts like Denim Friday showcases a commitment to staying dynamic and relevant in the fashion industry.

Moreover, the integral role of family support underscores the values that TSHEPO embodies—community, connection, and shared dreams. As Tshepo continues to forge ahead, it’s clear that he not only aims to elevate his brand but also to reshape perceptions of South African fashion. With a vision that combines culture, creativity, and a deep-rooted sense of identity, TSHEPO is poised to leave a lasting legacy in the world of denim and beyond.