By Marang Phooko
In the heart of Johannesburg lies a buzzing hub filled with creatives from the breaths and widths of South Africa. Braamfontein! The place where dreams are made, and passions expressed by the South African Youth. Where all the cool kids chill, create and collaborate. The triple C’s as I would call them.
The diverse nature of the city produces a lot of opportunities for these creatives. “Passion is energy, feel the power that comes from focusing on what excites you.” A profound quote by Oprah Winfrey.
Summing up Youth Month Kaya 959 has been looking at passionate young people who are inspiring others in the careers they are in. Driven by passion for clothing, umsewenko as the late Riky Rick would say, Kaya 959 interviewed Lindelani Nedoboni, the founder of S.W.A.N.K Jozi.
Created 9 years ago, S.W.A.N.K. is a local lifestyle brand made for the alternative streetwear community.
Born and bred in Diepkloof, Soweto, Lindelani Nedoboni is a multimedia design practitioner and currently managing the S.W.A.N.K store in Braamfontein, Johannesburg.
Streetwear style is one of the most versatile and comfortable outfit trends. Local South African brands have brought out a new wave of streetwear that embraces African fashion.
Lindelani started the brand in high school selling various items like beanies and t-shirts to friends and family. He was inspired by the everchanging notions of pop culture.
“I was always interested in the latest gear and how you could create and redefine meaning locally to your own people” he says to Kaya 959.
From different asymmetric cuts, vibrant colours, geometrical and daring pattens,
Lindelani can also be defined as a storyteller. It is through his garments that a journey in time is shared. The young fashion designer has mastered the art of fashion storytelling through every season release for his apparel.
Despite the odds faced by the youth, many young people have been rising against the odds and are making great things happen with ingenuity and dedication. Lindelani tells kaya 959 that, “The South African Youth is ready to takeover, ready to lead, we’re ready to implement, ready to get opportunities, ready to execute ideas”.
The idea of cultural preservation can be seen in S.W.A.N.K apparel. Culture encompasses a society’s ideals, traditions arts and values.
With creatives like Lindelani, it is evident that African designs will continue being preserved through streetwear!