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South Africa’s coolest denim brand launches womenswear

by | Aug 3, 2020

Like many businesses during COVID-19, TSHEPO Jeans has innovated its operations. Besides his bricks and mortar boutique store and atelier at Victoria Yards in Johannesburg, designer Tshepo Mohlala’s jeans and accessories have been available online since April. Soon, TSHEPO Jeans will launch its first womenswear collection.

Tshepo had been quietly growing his bespoke and RTW brand since 2015 when it hit international headlines after the Duchess of Sussex, Meghan Markle visited his atelier and ordered a pair of jeans last November. Now, the brand is no longer only the denim of choice for many local denim lovers, it has become the choice for international fashionistas too.

Vogue calls it “South Africa’s Coolest Denim Line”. Tshepo told the international fashion magazine that his custom jeans are cut from cottons sourced from Zimbabwe, then the pieces are assembled in a small factory in Japan. “Zimbabwe has one of the best cottons in the world,” he told Vogue. “If you’re talking about premium, luxury denim, Zimbabwe cotton is really top tier.”

TSHEPO Jeans has collaborated with Studio [K]irmack, where his spring summer 21 collection was shot using automated live capture technology. This technology allows for high resolution photo and video to be uploaded to a website or social media with a click of a button. According to the TSHEPO Jeans x Studio [K]irmack press release, research estimates that up to 70% of the top 100% search results are video and image based. This means that for millennial and Gen Z audiences, accurate representation of products, attention to detail and detailed product information are important for converting to sales.

“The most important way that the consumer can interact with your brand or product online is through the quality of your product photography. Before anything else, it’s the one true reason consumers feel like they can trust your product,” says founder and CEO of Studio[K]irmack, Craig Bellingham. “True to the ideals which drive Studio[K]irmack, I believe this tech and what we offer can really take small South African brands to the next level, putting more South African brands out there and widen their reach.”

From 360 degree product shots on mannequins and models, to full body shoots and flat lays, Studio[K]irmack offers the full Orbitvu service revolutionising e-commerce, photography, and consumer experience through this state of the art technology.

The TSHEPO Jeans website will reflect what South Africa’s prince of denim calls that ‘Tshepo flair’ by matching the product imagery and website look and feel to the luxury quality of the garments.


  • Find out more about TSHEPO Jeans here
  • Photography: Studio [K]irmack
  • Models: Mbulelo Mgudhlwa aka JAY and Palesa Williams
  • Makeup: Kirsti van Zyl
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