Diary 34 clothing line weaves tales through threads
Nnasaretha Kgamanyane | Monday September 15, 2025 10:17
Thatayaone Modiitsane, the founder of Diary 34, says her brand was born out of a desire to tell stories through clothing.
In an interview with Arts&Culture, Modiitsane explained that the name Diary 34 represents a collection of moments, memories, and cultural references that shape who they are. Just like a diary holds stories, she said, each design carries a narrative of heritage and identity. She said Diary 34 was a contemporary slow-fashion women’s ready-to-wear brand.
“We focus on functionality and uniqueness while celebrating our heritage and the everyday lives of our muses.
Our silhouettes are minimalist yet detailed, designed for women who want to feel both empowered and connected to their roots. I was deeply inspired by my grandmother and her way of life. She had this incredible ability to turn the simplest things into something meaningful, developing hides into leather (traditionally), or knitting jerseys for school children.
Her creativity and resilience taught me that clothing can go beyond practicality; it can become a language of care, dignity, and survival,” she boldly explained.
Furthermore, she pointed out that her sewing journey began in primary school, when she would help her mother make curtains for their home.
Modiitsane emphasised that those early moments planted the seed, where later in university, she decided to take that foundation more seriously. Surprisingly, becoming a fashion designer was not her first love; she explained that fashion design was her plan B. Initially, she said she wanted to study optometry. But life had a way of guiding someone where they are meant to be. She added that over time, she realised that clothing and storytelling gave her a deeper sense of purpose. The cherry on top, she said, was the response she got from the public about her clothes being seen as beautiful.
“Since we launched, people have been warming up to the brand, showing us so much love and support.
We are still growing, but every piece of feedback fuels us to push Diary 34 further beyond Botswana, into the world. My Bo Mme collection is the most memorable so far. With that collection, I chose to be bold and brave, stepping fully into my voice as a designer. The journey has been challenging, but it affirmed that storytelling through fashion is my true calling,” she added.
Like many young designers, Modiitsane said the lack of resources was her biggest challenge, whether it was access to fabric, funding, or production facilities. She added that there was also the uphill task of educating the market about slow fashion and why it matters. However, she said each challenge teaches resilience and creativity.
One of her proudest achievements was being part of Creation Botswana, where she got to engage with fellow designers and learn directly from industry experts like Nelly Wandji, Bonolo Moleme, and Lukanyo Mdingi. She said those experiences reminded her that Botswana’s fashion industry had so much potential.
In the near future, she sees Diary 34 growing beyond Botswana while still staying rooted here. Her dream is for the brand to be recognised both locally and globally, not just as fashion, but as a cultural voice that carries Botswana’s stories into the world. Apart from being a fashion designer, she explained that she serves at her church, which really fills her cup. She explained that serving at church grounds her and keeps her connected to the community. However, she said balancing both is not always easy, but fashion feeds her creativity while church service nurtures her spirit, saying they complement each other.
“My advice to aspiring creatives it that you should keep trying, even when it feels like no one is watching. One of my mentors once told me, 'Don’t be afraid to be the only one dancing, keep dancing, and eventually, others will join in'. That has stayed with me, and I hope it inspires others to keep going. Diary 34 is more than just clothing; it is about honoring the past while creating space for the future,“ she said.