GQ: In your experience, what are the biggest challenges that local brands face when trying to break into the mainstream market?

Gift Makhubu: There are a few major challenges: distribution, funding, and consumer perception. Many local brands start as passion projects, but without proper infrastructure, it’s tough to scale. Getting into retail spaces is a challenge, and securing funding is another battle because investors are hesitant to back streetwear and fashion startups.

Lastly, many consumers still view international brands as superior, even when the quality and storytelling from local brands are just as good—if not better. The shift is happening, though. More people are starting to realise that wearing local is a statement, not a compromise.

GQ: How do you think supporting local brands contributes to economic growth and job creation?

Gift Makhubu: Fashion isn’t just about clothes—it’s an entire ecosystem. When you support a local brand, you’re feeding a chain of jobs: designers, tailors, photographers, marketers, and retail staff. More local support means more brands can grow, scale production, and employ more people. The goal should be building a self-sustaining industry where local brands aren’t just surviving but thriving and exporting African creativity to the world.

GQ: We’ve seen local brands like Thebe Magugu gaining international recognition. What do you think sets them apart?

Gift Makhubu: Authenticity and storytelling. Thebe Magugu isn’t just making clothes; he’s telling a deeply personal, African story through every collection. That’s what sets him apart—his work is rooted in culture, history, and a strong design philosophy. The same goes for other rising South African brands. The ones making waves internationally aren’t just following trends; they’re creating their own language in fashion.