#BlackHistoryMonth: 6 questions with THEBE MAGUGU

This February, as part of Black History Month, we are spotlighting some of the inspiring stories of Black-owned businesses and exceptional people behind the brands that we’re proud to work with on Zalando.

Last but certainly not least, we sat down with Thebe Magugu, creator of a luxury South African fashion brand of the same name who originates from the small town of Kimberly, South Africa. Thebe moved to Johannesburg to pursue a dream in fashion design, photography, media and theory. We wanted to understand how Thebe Magugu - the person and the brand, came to be, how Zalando will be a part of that journey, and what we can expect from the brand in the future.

1. What is the story of THEBE MAGUGU? What inspired your creation?

My journey into fashion was through a series of small events that happened to me growing up, like seeing my family thrift shopping, and watching it transform them. 

In the beginning, fashion for me was purely aesthetic; it was simply about the final product and look. It was only when I got to college, where I studied fashion design, fashion photography, fashion media, and fashion theory, that I started appreciating fashion as a powerful medium of communication as well. 

I had wanted to study internationally but because we couldn’t afford it, I had to ‘settle’ for Johannesburg. That ended up being a blessing in disguise because my newfound appreciation of fashion, paired with all the history and culture that comes with being African, made a perfect premise for the existence of my brand, which now operates as a sort of encyclopedia of African stories made available for all the world to appreciate and learn from.

2. Which collection are you most excited for?

The paintwork in the SS22 GENEALOGY collection is what I am most excited for, particularly the Hybridised Bandana Prints in cerise pink and apple green, which can be matched together as a blouse and skirt set or separated and worn quite easily with wardrobe staples. There are dresses which easily go from day to night, and bear interesting and conversational prints and details that are both aesthetic and functional. Outwear is cut in a way that they can be worn on their own (e.g Off-Shoulder Trench Coat or the Family Heirloom RainCoat).

3. What were the biggest challenges you encountered when establishing your business? How did you overcome adversity?

I always joke and say that I wouldn’t wish entrepreneurship on my worst enemy - it's a colossal undertaking. The biggest challenge with starting a business is the fact that you have to wear so many hats, especially in the beginning. 

Personally, the biggest hardship was funding and finances. I grew up in an extremely loving family but we struggled financially, especially later. There was a point where I was eating cornflakes for breakfast, lunch, and dinner, all while staying in the most dangerous part of town. When I couldn’t even afford that, I moved onto a friend's couch. I think the one thing that always pulled me through was my faith and belief that all this will be worth it one day because I was thinking of creative ways to show the world what I was doing with absolutely no resources. 

I think that’s one way to really advance - one of the many traits I think one has to possess when doing what we do is passion. Today, I constantly think of ways to generate opportunity and peripheral business for the brand so we don’t have all our eggs in one basket. Growing up the way I did made me hyper aware (and sometimes paranoid) that all of this could be taken away in an instant so you have to be extremely smart to survive and thrive. Longevity is what I am interested in.

4. How has your identity shaped your entrepreneurial journey so far?

I am quite a curious person, and I think that reflects a lot in the brand. Whenever we do a collection, I learn just as much as its viewer/wearer does because it's an amalgamation of history, culture, interviews, and my own personal feelings. I am also quite reserved so what I can’t communicate verbally I do through my clothes. 

That's why I love my job so much because doing it makes me feel heard and seen. My identity has also shaped the brand in a very interesting way -  the brand addresses politics that might be specific to South Africa but I think everyone across the globe can relate to at least one element of the story. 

For example, the SS22 collection deals with very specific photos from the past but the idea of family is a universal one. AW21 was about African Healers but the idea of spirituality is a universal one. SS21 looked at South African spies but the idea of espionage is one that fascinates the world all over. There is a real unity I believe between Thebe as person and Thebe as brand.

5. How do you hope Zalando will support your journey?

By empowering me to tell my story and introduce people to my brand through their wide-reaching platform. The most important things to any designer, especially one who is emerging, is visibility and retail partners and Zalando is doing both.