If you spend a significant amount of time in and around Braamfontein then you may have spotted two guys who look like they just stepped out of 1960’s Sophiatown.
These guys have a very legitimate style that they have created for themselves and helps them stand out from majority of the designers who have tried this type of fusion.
“We all know Joburg as the city that everyone wants to come to in order for them to achieve their dreams and have aspirations. That whole mentality of wanting to hustle in Joburg is what the brand stands for,” stated King who is co-founder of the popular street brand I Run JHB.
His partner Neo Kabadia added, “the concept behind the brand was also to bring African pride back to its people. Also, for you to be saying ‘I Run JHB’ you have to be doing something positive in your life. Being in control of your life – you run it.”
The guys started the brand back in 2011 while they were still in varsity. During that time, running the brand was a part-time gig until they decided to take it more seriously last year and run it on a full-time basis. Since it was their first year out of varsity, they were in a perfect place to focus on the brand more. They started designing more and have went on to opening their own factory where they work from, on Fox street – Johannesburg’s CBD. They also have a pop up store down the road from their factory where they display and sell their clothing.
The guys have plans of pushing the brand to new heights and they are already working on a summer range that will be revealed to their online followers soon. They have also been in talks with a few celebrities that are willing to be styled by them while endorsing their brand.
“We won’t say much about the endorsements and celebrities we are going to work with, we want it to be a surprise to our fans.”
They actually said that last part of the sentence in perfect synchronicity. To me, that was a clear indication of the strong relationship that they have and how that plays a role in their shared vision.
Those of you who spend enough time in and around Joburg will know just who runs the fashion side of things soon enough.
Follow the label: @IRUNJHB