Ghetto X – Synthesising street style and swag

Misfits in the making; capturing a vision of swagger on the streets of small-town suburbia.

Zipho Zwane, Lithemba Ntombela, Thabiso Mhlongo and Noel Makhoba are the masterminds behind the Ghetto X enterprise.

Earlier this year, the youngsters decided to establish a clothing company to cater to the fashion needs of the youth. Referring to their brand as ‘a movement’, there’s a complex message behind their work.

“Our motto is to be unrestricted. We’re a pack of wolves,” said Noel.

At the age of 16, the design team is pushing the envelope, and exceeding all expectation. With vision and ambition, they have identified those who fit the Ghetto X profile.

To pull off the look, customers will have to be confident and unconventional; a ‘divergent’ of sorts.

“Our brand is about street wear. We perceive things differently, and that translates in our clothing.”

The reasoning behind their decision to venture into the fashion industry is practically faultless; mainstream brands aren’t giving them what they want.

“We feel like other stores aren’t giving us enough. We want to give people what they want – to look good and feel confident,” Lithemba explained.

Steadfast in his military green mission to succeed, Noel said talented individuals within the community weren’t receiving proper exposure.

“The world needs to know what Newcastle has to offer. We want to represent the town internationally. People are hungry for street fashion; it’s what they really want,” he said.

Drawing inspiration from the likes of Kanye West and Jaden Smith, the teens have carefully crafted an overall ‘image’ with fabrics produced locally.

“You’re judged by the way you dress. Your clothes should make an impact,” added Thabiso.

They share a mutual understanding of what having a keen eye for fashion is all about, and believe they know what it takes to make heads turn.

“We’re just different. Our clothing is mostly unisex, so there’s something for males and females,” said Lithemba.

Since promoting their brand at school, as well as on the streets, they noted a spike in their ‘street cred’.

With little to dislike about their take on ‘swag’, they acknowledged there would always be critics who did not share their point of view.

“The reason why we’re trying to portray a positive image of ourselves is because we’re trying to sell cool,” Lithemba stated. “We’re just trying to capture the essence of the lifestyle people lead in Newcastle.”

As the future of South Africa, they felt they could leave a more distinct footprint on society.

“We think we can do better for ourselves, and still make an impact. We just want to be heard on how good fashion should be.”

While establishing a successful company is a far cry from child’s play, Zipho was fortunate to receive a capital boost from his father.

“Our company is just a start-up for now. People want to be seen wearing our clothes, and have started placing orders already,” said Zipho.

The Ghetto X crew has opted for a neutral colour palette, with tailor-made designs and prints to complement their creations.

“The message and colour are what we will continue to focus on for now. Producing strong material and fabric will become more important once we’re further along. We’ve sold more than 50 pieces to date.”

They have worked tirelessly to craft one-of-a-kind T-shirts and caps to accommodate every customer, and plan to venture into the field of formal wear once they have secured their status as a brand.

While designing remains a hobby for now, they have envisioned the road to success and world domination.

“We want people to feel Ghetto X. You can contact any one of us to place an order. You can also follow us on Instagram (ghetto_x_swag_empire),” they concluded.

Is your style ghetto enough for the streets of Newcastle?

Email us at nschools@caxton.co.za, and we’ll put you in touch with the design team.