They say it takes 10 years to become an overnight success.

In 2015, Tshepo Mohlala had no inheritance, no access, no shortcuts. What he did have was a name, a pair of hands, the love of his family — and a dream stitched deep into his heart.

That and a quiet belief that South African craftsmanship deserved a place on the global stage.

In a world chasing virality and quick wins, TSHEPO was built differently. Designed to last. While trends came and went, Tshepo stayed the course — choosing heritage over hype, building slowly, and making sure every stitch told a story worth remembering.

Today, TSHEPO is 10 years old. And while it may look like an overnight success to some, every step of the journey tells a different story. A story of challenges, missteps, breakthroughs — and lessons worth passing on.

Here are 10 of those lessons, shared through his journey.

1. Do what you love.

In the early years, Tshepo edited his own website, packed every order himself, and once hosted events just to get people to care about denim again. He didn’t do it because it was easy. He did it because he couldn’t imagine doing anything else.

“Passion in business is everything.”

2. Protect your reputation.

“If I lose the brand, I can start again. But if I lose my name? I’m done.”

For Tshepo, the name on the label isn’t just branding — it’s his reputation. His everything. And when your name is the brand, every stitch needs to stand for something.

3. Strive for excellence, not perfection.

Tshepo’s grandfather built their family home brick by brick, using leftover materials from construction sites. It wasn’t perfect — but it was deliberate, and it endured. That same care and intention live in every piece crafted at the TSHEPO Atelier. Precision matters. Craft matters. But we’ve learned that true excellence isn’t about chasing flawlessness. It’s about creating something with soul.

“Every pair of jeans that comes out... has its own DNA... that mistake gives it its own character.”

Each garment is meticulously made, yet no two are ever exactly alike. That’s not imperfection. That’s individuality.

4. Build for the next generation.

While the world rushed to follow what was cool, Tshepo focused on what was true. Even his decision to use his real name — in a time when proudly South African names weren’t seen as aspirational — was a radical act of legacy-building.

“Everyone wants to trend. But we built for the next generation.”

5. Be bold.

In a township where everyone dressed alike, Tshepo was one of the first to wear skinny jeans — and got laughed at for it. A year later, everyone was asking him where he got them. That boldness carried through to betting on his first collection, funded by a girlfriend’s R8,000 loan.

“The person with the boldest ideas is the one who always wins.”

6. Listen.

Some of the brand’s best-loved product ideas came from offhand remarks in-store. At Victoria Yards, feedback came from neighbours, customers, and the community. He learned that design doesn’t only come from the sketchbook. It comes from listening.

“Listening has been such a very important skill that I had to learn.”

7. Ignore the critics.

When Tshepo launched his brand, Twitter trolls asked who he thought he was. Some mocked the price. Some mocked the name. But he stayed focused — trusting that belief, not approval, would build the brand.

“Should I have listened to those critics, we probably wouldn't have been sitting here today.”

8. Use what you have. Then make it beautiful.

Like his grandfather’s house, built from offcuts and leftovers, Tshepo made use of everything within reach. A borrowed camera. Free social media. A circle of believers who helped amplify the dream.

“It doesn’t matter what you have. If you have a plan and a vision, something is going to happen.”

9. Celebrate the small wins.

From early shoutouts at local restaurants to the first customer who bought more than one pair — every small moment mattered. In fact, Tshepo can name the first 12 men who wore his jeans. That’s how personal it was and always will be.

“A win is a win. That’s what guys say in the street — a win is a win.”

10. Keep working.

There was no big break. No viral moment. Just a decade of showing up with jeans on his shoulder and belief in his heart. The result? A brand that now lives beyond the man who started it.

“It takes time to build a champion and I’m okay with that. I’m building slow, but I’m building right.”

Bonus Lesson: South African excellence doesn’t need permission.

In a world that often looks overseas for validation, TSHEPO looked inward. It was proudly local — and unapologetically African. No diluted messaging. No watered-down aesthetics. Just premium craftsmanship, family values, and grit.

“African luxury is not an imitation. It’s real. It’s ours. And it deserves to be seen on the world stage.”

10 Years On — and Just Getting Started

Looking back, this legacy wasn’t inherited. It was earned. With passion, grit, and relentless purpose.

TSHEPO was never built to trend.
It was built to last.

And now, 10 years in, the story is only beginning.

Explore More


👉 The Story Behind the Crown Logo
👉 TSHEPO: A Legacy Built Brick by Brick
👉 Read the Stories Woven into the Fabric