When we met Tshepo Mohlala the "jean maker" at his Victoria Yards studio in 2015, we knew he was an original. Ten years ago the cult of denim in Joburg was only getting started. He has gone on to establish a premium denim brand, open stores at Hyde Park Corner and Sandton City, dress Joburg's style icons and stars, and gain worldwide acclaim. A decade on for Tshepo Jeans and this movement is thriving – it's about so much more than fashion; it's about culture and community. People mix through denim. Mohlala was at the forefront of this.
It's clear that while his journey is intrinsically tied to Joburg, the city is not big enough for his vision. It has to spill over. And yet, so much of what he does is also about paying homage to the people and places that have shaped him. From humble beginnings in Tsakane in the east of Joburg, Mohlala has always been a creative – he realised the power of identity and was drawn to storytelling through clothes from a young age.
Mohlala is deeply proud of Joburg and passionate about his African heritage. When he started his brand, it was with an eye toward changing perceptions around the continent. His jeans sport a crown logo, which has dual meanings: it's a symbol of the dignity and royalty inherent in us all, and it is also a homage to the women in his life who have 'crowned' him – especially his grandmother, who played a central role in inspiring him to become a designer.
It's clear that while his journey is intrinsically tied to Joburg, the city is not big enough for his vision. It has to spill over. Some of his loyal customers include photographer Austin Malema, business mogul Sibusiso Mahone, TV presenter Bridget Masinga, rapper Cassper Nyovest, and Duchess of Sussex and media personality Meghan Markle. Despite his fame, Mohlala remains humble: "What started as a small dream has grown into something far bigger than I imagined. But at its core, it's still about creating with purpose and proudly flying the flag for African craftsmanship."
For Mohlala, denim is not just a fabric – it's a blank canvas on which he tells his own stories, and the stories of his community. Celebrating the diversity of the city and the country is part of this: Tshepo Jeans' iconic We, The People t-shirts take inspiration from the opening lines of the South African constitution. Mohlala's is a Joburg brand through and through, and one which has been a joy to watch unfold over the past 10 years. We caught up with him for the story behind the label, the power of dressing, and why denim is such a wardrobe staple in the city.
"Joburg is for the brave, and if you can become a king in this city, you can conquer any city."
It's been 10 years since you founded Tshepo Jeans. Take us back to the beginning. Why denim?
I grew up with low self-esteem, and I was a shy guy, but I always believed in the power of identity. Fashion gave me a medium to explore that. Denim is durable, honest, and raw, just like our journey. Starting Tshepo Jeans wasn’t just about fashion – it was about building a brand that tells a story of African excellence, changing how we see ourselves and how the world sees us. Tshepo Jeans is for everyday men – the guys who want to make things happen, from founders to car guards.
Ten years in, and it still feels surreal sometimes. But if we go back to the beginning of my journey, it was really all about storytelling. Denim has a timeless, universal appeal, and it’s worn by people across generations and cultures. For me, the biggest thing was that it hadn't really been claimed and made true to the African context. We have the opportunity to become the kings of African denim – I mean, there isn't one anyway. I saw this gap to create something that is both stylish and meaningful: something that can represent where we come from, while standing proudly on a global stage.
Who and what inspired your love for fashion?
Growing up, I went to church every Sunday. My grandmother would say to me, "Tshepo, you are a gentleman and you need to dress up like one, like a winner." Church became an inspiration for me to dress up, and a place where I could express who I am without having to use words. I always looked up to name brands, and the idea that they could put their name on products blew my mind. I started selling clothes at church, and my first brand was called Solomon's Colonnade; I named it after myself, because Solomon is my second name.
What we choose to wear can change how we show up in the world in so many ways. What gives dressing this power?
Confidence. If you feel good in your clothes, you almost feel invincible.
From Victoria Yards to Hyde Park, what has shaped this journey since 2015?
Having the right people who whisper things in my ear: the right business partners, the right mentors, and the right friends has been our secret to success.
Tell us about some of the highs and lows of running Tshepo Jeans over the last 10 years.
The lows, I believe, are similar to what most start-up businesses experience. For me, it was not having enough money to truly go to the next level. A high was seeing ordinary South Africans wearing the brand with pride.
"In [Joburg], the next conversation with someone you don't know could change your life forever."
Denim is a religion in Joburg. If you know, you know. What makes it such a defining wardrobe statement in the city?
Jeans can be dressed up or down, whether you are going to work or to a party. The city is basically that: we go from the boardroom straight to a bar in Rosebank.
What makes a great pair of jeans?
The fabric, the fit, and lastly, the memories you make in those jeans.
The brand has gone from strength to strength, quietly expanding its offering along the way. Tell us about the offering now and how it differs from how Tshepo Jeans started out.
The brand today has a wide range, and it's truly becoming a lifestyle brand. From denims to tees, jackets, accessories, and soon enough, sneakers, our aim is to be a lifestyle brand where you can find anything you're looking for, without compromising who you are.
What is it about Joburg that adds to Tshepo Jeans' unique flavour?
Joburg is for the brave, and if you can become a king in this city, you can conquer any city. I think this adds to the flavour of Tshepo Jeans. Gotta stay hungry and watch for silent opportunities.
What do you love about what you do?
I get to meet so many different people every day, and this is such a blessing. One moment, it's the most powerful politician or businessman, and the next, it's just an ordinary guy trying to make ends meet.
What advice would you give to young designers and entrepreneurs just starting out?
You need to put in the work and, honestly, learn how to sell.
Three things you can't live without?
My phone. My notebook. My jeans.
You grew up in Tsakane. What brought you to Joburg and what makes you stay?
I wanted to change my life, and I always believed that coming to Joburg and creating a name for myself could change my life and my family's.
Home is...
A place that keeps you grounded.
"People here want to make things work, and I love that about this city."
What is a surprising thing people might learn about Joburg by having a conversation with you?
In Joburg, you could meet a billionaire just walking on the street. In this city, the next conversation with someone you don't know could change your life forever.
Your favourite Joburg suburb, and why you choose it?
Parkhurst is so cool... It feels like a small community in the world. You see people walking their dogs, people running on the streets, cool people taking a walk, and all the small, beautiful gardens made with love.
What three things should a visitor not leave Joburg without seeing or experiencing?
Victoria Yards. It's a beautiful space in the city, like a village on the outskirts of town that's rich with stories. Food I Love You at Constitutional Hill – I love this space because of the journey through an old Joburg prison kitchen Mpho Phalane takes you on using food. Pantry by Marble in Rosebank. What a beautiful concept, and the curation is world class; this place makes you feel like you are in a dream. Lastly, I like Sandton City. It really shows the potential of Joburg, and what it means to be a world-class city – and that we are capable of building great towns in Joburg.
Your favourite Joburg author or favourite Joburg book?
This is a tough one... does a cookbook count? The Lazy Makoti's Guide to the Kitchen has all the meals I used to make in my apartment in Joubert Park.
One song on your playlist that is either about Joburg or makes you think about this city?
Run Jozi by AKA featuring K.O.
The most memorable meal you have eaten in Joburg?
When I first came to Joburg, I was 14, and I had a boerewors roll on the streets of the city (it was the only thing I could afford at the time). Even though the meat was sh*t, it felt amazing, because it meant I was finally in Joburg.
If you could buy one Joburg building, which would it be?
I'd buy Carlton Centre. It was the tallest building in Africa for many years, and it also has sentimental value to me because I grew up hearing stories about it. I also had my first Nando's restaurant experience there... I love good chicken, hey.
If you were Joburg's mayor for one day (average tenure), what would you change?
I'd fix the entire city: fix the roads within 24 hours and make the city feel safe again; have security everywhere and light up the city so people can walk around, even at night.
What makes someone a Joburger?
The ability to blend into any environment. In this city, you get to meet people who come from all walks of life, and eventually, you learn that people in the city are from all over the world – and this makes you a global citizen.
"If you feel good in your clothes, you almost feel invincible."
What do you love most about Joburg?
The people. People here want to make things work, and I love that about this city. Not all the people, but most of them want to make things work.
What do you least like about Joburg?
Right now, it's sad to see the city looking the way it does. It used to be the best city on the continent, and many moons ago, the best city in the world.
Your number one tip for a first-time visitor to Joburg?
Explore the city as much as you can. Go to the cool spots and meet people, because your next big thing might happen in a bar on a Friday night.
Who is one Joburg personality you would honour with the Freedom of the City if you could, and why?
Melusi Mhlungu [from Jozi My Jozi]. I am truly inspired by his boldness and taking on the big challenge of rebranding Johannesburg by fixing what is broken, and shining a light on what's already working. He tells the story of Joburg: a city that inspires many people to become bold, and a city that has made a lot of people realise their dreams.
The perfect weekend in Joburg includes...
Walking from home to my favourite breakfast spot with my family. Having a braai with friends and family, and maybe going to an event, like Kunye or Bread4Soul. Visiting my store so I can get to know our customers, because it matters so much to me.
Three words that describe this city.
Passion. Dreams. Constant inspiration.
Check out some of our previous #MyJoburg interviews for more insights into the city:
#MyJoburg with Melusi Mhlungu, creative powerhouse behind JoziMyJozi
#MyJoburg with Thando Ntuli, designer of Munkus
#MyJoburg with Lesley Kellerman, founder of Heart & Heritage
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