South Africa’s creative industry is experiencing unparalleled success right now. From international artists like Tyla to fashion brands like Thebe Magugu, our creatives are taking over the world. Back at home, the growth of local fashion brands has also been on the uptick. Leading the charge is streetwear brand Happyville.
Happyville was founded by Lebohang Serame who fell in love with fashion when he was in high school. Inspired by brands such as Ama Kip Kip and Galxboy, Serame with the help of his close friend Xola Mda, started Happyville.
“I always had this idea that I would like to start my own brand especially when looking at how successful other local brands were. So, in reality those brands inspired us to create Happyville,” says Serame.
When it comes to fashion, being unique is what makes you stand out. Whether it’s unique colours, patterns, branding or even style, standing out is what really makes a fashion brand succeed. Happyville has easily tapped into its own uniqueness and the pieces have been worn by celebrities such as amapiano DJ Kabza De Small, artist Musa Keys, and international DJ Uncle Waffles.
“Our target market has always been fashion lovers and streetwear lovers. But it’s exciting to see big names and celebrities also rocking our clothing,” says Serame.
The First Stitch
Speaking on Happyville’s early beginnings, Serame says that finding their feet and identifying what the brand looks like was quite the challenge. Additionally, finding the right manufacturer to execute their vision was just as challenging.
“When we started, we struggled quite a bit to find our place and brand in the industry. When it comes to fashion, you really want to make an impact and be unique especially when you know what your target market is. Another struggle was finding the right manufacturer for us but luckily, we found the right one,” Serame explains.
Challenges and Achievements for Happyville
As with most small businesses, Serame and Mda have also faced their fair share of funding struggles. Serame explains that there are some restrictions to how the brand and business can grow because of a lack of funding.
He says that “to have the brand grow bigger we need funding and that can be a struggle because when there isn’t enough funding the process is prolonged it could take years to get to what you had always dreamt of doing for the brand.”
Although the friends struggled, they pushed through and now Happyville is a household name in high-end streetwear. Recently, the brand collaborated with the whisky brand Johnnie Walker to launch its new offering, Johnnie Walker Blonde.
Combining Johnnie Walker Blonde’s signature yellow and blue, Happyville developed a clothing line suited for anyone. The clothing line features three different jackets which coincide with the brand’s winter release.
“When Johnnie Walker approached us, it was a no-brainer,” Serame smiles. “They wanted us to introduce their newest offering in the best way possible. We took this big brand and our clothing line and combined them into a collection that would work well with our clients and theirs.”
The Happyville Takeover
Happyville is not only becoming an iconic streetwear brand but also a huge part of street culture and South African aesthetics. To mark this achievement, Serame and Mda decided to start an event called ‘Friends Of The Ville”. The pop-up shop event aims to create an experience for Happyville customers and for those who are part of the culture.
Additionally, the friends say reaching 1000 website sales, being able to make a living out of the business and consistency in sales has been a great achievement for them.
“We worked hard to get to where we are. From the pop-up event to the sales and brand deals, we are really happy with where Happyville is going and we can’t wait to do more for the culture.”
According to the friends, the future is looking bright for Happyville. Amongst their plans is to host more pop-up events in different cities and release a new range for the summer. Happyville will also extend the clothing line to cater to women’s sizing and styling.
“We want to do something that will appeal to more than just our current target market. Of course, we have women who wear and model for the business, but we really want to give them something else that they can enjoy even more. Something just for them,” Serame explains.
Happyville started as an idea and became more than what Serame and Mda could ever expect. The founders encourage all up-and-coming designers to keep pushing and never give up on their vision.
“You should keep pushing and never give up on your dream, it’s there for a reason. Look at other designers, everyone started with an idea and have grown to be known worldwide. You can do it too, just keep pushing and believe in yourself,” Serame concludes.
