Tembisa man pushing local fashion brand
4R INI brand claims its place in local brands.
Unemployment has forced many young people to go back to the drawing board and tap into their creative juices to survive.
4R INI brand, loosely translated in kasi slang as ‘For What?’, is going strong after years of attracting and dressing fashion lovers in Tembisa.
Founder and director of the clothing brand, Sipho Masilo, said even though people are slow to embrace kasi clothing brands, he believes in 4R INI and will never give up.
The former courier and logistics employee said he saw an opportunity in the fashion space and when he left his nine-to-five job he decided to pursue his dream of creating a competitive clothing brand.
“When I realised that many brand lovers end up creating a market for fake clothing, I had a dream of building an original kasi brand. I wanted to show big companies whose brands we grew up wearing that even a black child can also build quality brands,” said Masilo.
He said going into the fashion space comes with lot of challenges for kasi entrepreneurs.
Masilo had no kasi mentor operating in the fashion business. Therefore, he had to learn the ropes all by himself.
“I only had passion and a drive to do this thing. I consulted with guys who are also trying to push their local brands. Many couldn’t help, claiming they had no time as they were always busy,” Masilo explained.
He said doors he knocked on for assistance were frequently shut in his face, but he had to be resilient and rely on reading books on clothing manufacturing.
Taking advantage of social media platforms, Masilo can distribute and sell 4R INI countrywide.
He said social media platforms also help his brand grow because he tries by all means to take advice from customers to make the brand more appealing.
“This makes customers feel like they are part and parcel of the 4R INI brand. Some clients were influential in the revamp of our new logo. My clients, therefore, identify with the brand and they enjoy our services like the usual delivery service instead of walking into our store,” said Masilo.
