Tshepo Jeans, a luxury African denim and lifestyle brand, has elevated the Heritage Month spirit with the launch of its new campaign, “We, The People”, an inspiring tribute to South Africa’s vibrant heritage.
In SA, where there is a huge sense of pride in promoting cultural variety and societal togetherness among many other things, this month is particularly significant and is always honoured with intriguing themes.
The brand, known to weave stories through denim, explains the campaign emphasises the values enshrined in the South African Constitution, highlighting the unifying power of our shared heritage and diverse languages.
Speaking about the core of the campaign, Tshepo Mohlala, the founder and creative director of Tshepo Jeans, explains that the brand believes in the power of unity through diversity as the campaign brings together a diverse group of influential South Africans who amplify the message of unity.
1. What inspired the concept of the heritage campaign, We, The People?
South Africa is a land of vibrant cultures, where each tribe, each language, adds to the rich tapestry of our shared identity.
Our diversity is not just a fact — it’s the essence of who we are as a nation. I believe 1994 was more than just a political milestone; it was the dawn of a new chapter for South Africa, a chapter where We, the People, began to forge a future of unity and camaraderie.
Inspired by the powerful opening words of our Constitution, we launched our We, The People campaign in 2020, and since then, the response has been overwhelming.
Our customers have spoken — asking us to celebrate this message of unity in more languages, including sign language.
Now, with renewed energy in the country, we felt the timing was right. Post-elections, as we look forward, we’re excited to launch these new versions under the powerful tagline: United in Our Diversity. This is more than a campaign — it’s a celebration of who we are.
2. What are some of the important themes that you hope people take from the campaign?
The heart of this campaign is “United in Our Diversity”, a reminder that when we come together, we can turn the impossible into reality. It's also about inspiring each individual to continuously strive towards becoming the best version of themselves.
5. What does Heritage Month mean for Tshepo Jeans?
Heritage is about embracing our roots, honouring where we come from, celebrating where we are, and staying inspired by where we’re headed.
3. What has been the inspiration behind Tshepo Jeans since its inception?
Tshepo Jeans is built on stories. From the beginning, my dream was to create a platform where we could share powerful, inspiring narratives that not only resonate but also shape how people view the world around them.
4. What are some of the things that people can expect this year from Tshepo Jeans?
We are excited to launch our first Spring/Summer collection, where we dive into colour, explore new fabrics and textures, and bring bold, vibrant prints to life.
The Star
anita.nkonki@inl.co.za