Lifestyle

Gouf Republic: Fashion, art, identity

Founder, Rethabile Basupang, says the brand’s slogan, ‘BeGoufFeelGoufBecomeTheGouf,’ is all about living confidently and unapologetically in one’s true self Founder, Rethabile Basupang, says the brand’s slogan, ‘BeGoufFeelGoufBecomeTheGouf,’ is all about living confidently and unapologetically in one’s true self
Founder, Rethabile Basupang, says the brand’s slogan, ‘BeGoufFeelGoufBecomeTheGouf,’ is all about living confidently and unapologetically in one’s true self

“The brand’s name Gouf symbolises creativity in all forms. Whether it’s fashion, music, art, or graphic design, Gouf Republic embraces all expressions of creativity. You as a creator are Gouf,” says founder Rethabile Basupang, explaining that the brand’s slogan, ‘BeGoufFeelGoufBecomeTheGouf,’ is all about living confidently and unapologetically in one’s true self. Basupang, who is completing his graphic design studies at Limkokwing University, launched Gouf Republic with a simple t-shirt design in 2020, which marked the beginning of a journey that blends streetwear with graphic design.

“The first item I released was a t-shirt with ‘GOUFrep’ text printed on the chest, and I followed it up with a series of graphic hoodies that I had designed myself,” he recalls. Since then, the brand has continued to evolve, with each piece of clothing telling its own story. What sets Gouf Republic apart is its emphasis on authenticity and individuality. “I design for myself and for those who appreciate the brand,” Basupang says. “The people who love the brand are often individuals who dare to chase their dreams, despite the odds. This mentality is woven into the fabric of the brand, where each design serves as a reflection of personal values and beliefs, with no design ever looking the same,” he explains. Basupang’s love for fashion and design began early. Growing up in Thamaga, he was drawn to bold, statement making clothing. “My mom would buy me Truckfit, snake-skin caps, and old-school Vans,” he says. His exposure to global fashion through the internet helped him connect with streetwear culture, eventually discovering figures like Virgil Abloh, whose influence shaped his approach to design. “When I started making my own clothes, I realised I had been unknowingly identifying with streetwear,” he explains. “It helped me put a name to what I had been wearing for years, something we call ‘bokhete’ and ‘bocheki’ here,” he added.

Basupang’s design process is spontaneous and organic. Whether he’s at home listening to music or on a bus, ideas can strike at any moment. “Most of the time, I’m sketching in my bedroom or on my phone. I can work anywhere as long as inspiration hits,” he says. His work flow involves experimenting with different styles on Adobe Illustrator, followed by research to refine each design. The result is a unique, ever-evolving product line that reflects his personal journey and his brand's commitment to innovation. The challenges of running a streetwear brand in Botswana are significant. One of the biggest obstacles is sourcing quality materials. “Retail stores often have limited supplies, and sometimes I have to abandon designs when the material I want is no longer available,” Basupang admits. The saturation of the local streetwear market is another hurdle, with many brands failing to stand out. “Some brands die out because they lack inspiration. I don’t want to be another brand in the crowd; I want to create something with lasting value,” he explains. Despite these challenges, Gouf Republic has found a niche in Botswana’s creative community. The brand has collaborated with local musicians, including El Padre and Ville Jahkour, on music projects and album covers. “Working with Ville on his creative projects has been a great experience. It’s an honour to help shape their vision,” Basupang shares.

His collaboration with local artists has also extended to merchandise, with musicians often wearing Gouf Republic designs on stage, helping to increase visibility and brand recognition. One of the brand’s proudest moments came when Basupang’s late friend, musician Cadredo, wore Gouf Republic merchandise during a performance at a beauty pageant in Selebi-Phikwe. “He was the first to wear my merch on stage, and it felt special because I was there recording the moment. It’s a memory I’ll always cherish,” Basupang says. Looking to the future, Basupang hopes Gouf Republic will become a go-to brand for creatives in Botswana and beyond. “I want the brand to be the place where artists come for help with styling, album covers, and creative direction,” he says. He draws inspiration from established local brands like Collections by BK Proctor, hoping to replicate their success and recognition. “Seeing brands grow to the level of BK Proctor, with collaborations and media recognition, is what I aspire to.” As for advice to young creatives, Basupang’s message is, “just go for it. Stop over thinking and take action. If you look for excuses, you’ll always find one. The only thing holding you back is yourself.”