Emerging fashionista uses local celebrities to market products
Lesedi Mkhutshwa | Tuesday February 23, 2016 13:41
According to the history of denim, the first people to wear Levi Strauss worked with picks and shovels, but today the label is worn by many famous people in the world, who include, Russian mining magnate, Roman Abramovich. So it comes as no surprise when the brainchild behind Ghetto Kasi Laam label, Ncenga (24) from the low-income location of Monarch took a cue from people who invented Levi Strauss with the hope of creating a brand that would be recognised worldwide like Levi Strauss.
Ncenga said he signed contracts with local artists such as Acuz a Zion-Kwasa artist (real name Kuda Manyenyengwa) and Ofentse Mathambo, who is known in music circles as Boiterg to wear his merchandise during shows. Another artist who has entered into a contract with Ncenga is Bon Fella Records owner, Solomon ‘Chase’ Mabutho.
Ncenga said he was inspired by the line ‘I Love New York’ to start his own clothing label.
He indicated that he started the clothing brand in 2012 because he was passionate about owning his own business.
Ncenga said that he used profits from a car wash he operated in Monarch as start-up capital of his newly found passion.
“I started out by printing five t-shirts but the people wanted more. This motivated me to print more T-shirts,” he said, adding that the demand for his products was high and he sometimes ran out of stock.
He specialises in branding t-shirts, vests, golf t-shirts and snapbacks. He added that he has employed seven people who are qualified in embroidery, printing and marketing of products. His stall is located behind Ntshe House; others are in Mahalapye, Serowe and Gaborone. Ncenga said he would introduce hoodies for winter season and had already received orders.
“My products are unique because they were created differently,” he said. “They sell at P120 which is affordable to many people.”
The optimistic entrepreneur said his efforts were unsuccessful when he approached the Ministry of Youth, Sport and Culture because he had no business qualifications. However, he said, he attended short courses on business management and record keeping at the Local Enterprise Authority.
“Not having a business qualifications didn’t discourage me from pursuing my passion,” he said. Ncenga said he wanted to see his business making its markin the regional and international markets.