All Kasi back on the big stage
Lesang Maswabi | Friday December 19, 2025 14:25
Mmegi Sport: When you first conceptualised the All Kasi clothing brand, beyond the reality that the local market was dominated by foreign labels, what truly inspired you to take the leap? Did you conduct any formal market research or feasibility study before starting?All Kasi’s Kemoeng: There was no formal market research, just observation and participation. It was clear to anyone paying attention that we lacked a clothing brand that celebrated who we are, the way All Kasi has done since its inception. It was common to find a New York T-shirt or an LA cap, but almost impossible to find garments that proudly flaunted GC, Bandleng or Ghetto.
The biggest push came after I graduated from varsity and needed a job. That necessity, combined with the gap I saw in the market, pushed me to take the leap.
Mmegi Sport: How did you raise your start-up capital, and how long did it take before the business reached its break-even point?All Kasi’s Kemoeng: I developed a business plan in late 1999 and applied for an SMME loan from the National Development Bank, which was approved in mid-2000. The loan was P18,000. Of that, P13,000 went into office equipment, leaving just P5,000 to buy stock and market the new brand. Selling the shirts at the beginning was extremely difficult. The brand was unknown and meant nothing to the market. We therefore gave out a lot of products to movers and shakers in the sporting and entertainment industries to place the brand in that vibrant space and position it well with our target audience.
Those initial marketing efforts depleted our working capital, and had the Department of Culture and Youth not approved a P20,000 grant in late 2000, the project would have collapsed in its first year.
Mmegi Sport: Looking back, what were your biggest early challenges? And over your long relationship with BFA, what stand out as your greatest highlights and toughest lowlights?
All Kasi’s Kemoeng: The biggest early challenge was market acceptance and securing shelf space in mainstream clothing retailers. While acceptance has grown steadily over time, shelf space remains a challenge to this day. Mainstream retailers often prioritise “international” brands with little regard for indigenous labels.
Our greatest highlight was dressing the Zebras for their first-ever AFCON appearance in 2012 and now being there again as they return for their second appearance. That is a blessing we are truly grateful for.
The lowest point came shortly after AFCON 2012, when we parted ways with the Association. That separation rendered much of the experience gained at the tournament useless.
I strongly believe that had we stayed together, the brand would be far more developed today, and the Association would have benefited from a partner that was both willing and experienced.
Mmegi Sport: Have you participated in local, regional or international fashion exhibitions? And have you engaged Botswana’s foreign missions to seek exposure abroad?All Kasi’s Kemoeng: We have participated in several local exhibitions and a few international ones, the biggest being Source Africa in Cape Town. We have also engaged Botswana’s foreign missions on two occasions.
In 2012, the Local Enterprise Authority coordinated with our mission in Japan to support a benchmarking visit to Grandsport in Bangkok, Thailand. More recently, we approached our embassy in China to assist us in identifying and vetting potential partners, but that initiative did not materialise.
Mmegi Sport: Beyond your current portfolio - corporate wear, school uniforms, casual and sportswear - have you considered expanding into specialised categories such as industrial workwear or protective clothing?All Kasi’s Kemoeng: We have considered expanding into protective clothing, but discussions are still ongoing and no final decision has been taken.
Mmegi Sport: Given that the name “All Kasi” strongly reflects township culture and lifestyle, have you actively pursued regional or international markets, particularly South Africa’s township economy?All Kasi’s Kemoeng: The South African township market remains our biggest opportunity outside Botswana, and it is definitely a market we want to penetrate. We are actively looking for South African partners and entities with a deep understanding of that market, so that we can hit the ground running.
Mmegi Sport: Where do you realistically see All Kasi in the next 10, 20 and even 25 years?All Kasi’s Kemoeng: In the next 10 years, All Kasi should be a continental powerhouse, or at least firmly established in Southern Africa. We envision dressing several national teams and top-flight clubs, with flagship stores in major cities across the region.
In 20 to 25 years, as the brand approaches its Golden Jubilee, All Kasi should be internationally recognised and in demand across the globe.
Mmegi Sport: Did All Kasi mark its Silver Jubilee in any special way?All Kasi’s Kemoeng: The most memorable highlight of our Silver Jubilee year was our return to the Zebras’ camp and the team’s qualification for AFCON, nothing tops that.
The Mares’ qualification for the 2025 Women’s AFCON also made it an exceptionally busy year.
Dressing both national teams required significant time and resources, so we deferred our Silver Jubilee celebrations to focus on adequately preparing the teams. The major celebrations will take place next year.
Mmegi Sport: You were amongst the first to respond to Mmegi’s call to celebrate Lobatse’s 60th anniversary. What motivated that decision, especially during a challenging period with BFA?All Kasi’s Kemoeng: Lobatse and All Kasi are synonymous. There was no way we could sit out the celebration of the town’s milestone and heritage.
Mmegi Sport: Apart from Options as your distributor, have you established any independent retail footprint countrywide?All Kasi’s Kemoeng: We have also partnered with JB to assist with distribution. In addition, we are actively working towards opening our own stores in Francistown, Maun, Gantsi and Palapye within the next two years. This will be supported by a strong online sales platform, as we believe digital commerce is where the bulk of future sales will be generated.