Please could you describe what you do in a sentence and why. 

We create traditional inspired street wear to bring about relevance towards our traditional cultures.

 

When did the creative bug bite?

It all started in 2011 while we were students at the University of Johannesburg.

 

Did you always want to do, what you currently do?

We had other dreams and aspirations growing up but when we got to University it became a dream to own a street wear brand and be creative directors and designers within our brand.

 

What is the best thing about your work?

The best thing about our work is the creative freedom our work allows us; we have the freedom to execute our ideas from start to final product.

 

Explain the concept/inspiration behind your favorite project?

The concept behind our brand is to incorporate different ethnic cultures into street wear, different ethnic cultures that are indigenous to South Africa and Africa which will in turn bring relevance and popularity towards our traditional cultures.

 

What is the motto you live by?

Effort is for free, so put in as much effort as possible to make your dreams a reality.

 

What makes you happy?

Seeing people wearing our apparel in the streets and generally seeing our brand flourish.

 

Where do you currently live and work?

King is living in Soweto Johannesburg and Neo stays in Ivory Park (Tembisa) small township outside of Johannesburg but we both work in Johannesburg CBD.

 

Describe how you got to your current position?

We co-founded the brand and deployed ourselves in the positions we currently occupy within the company.

 

Describe how you were chosen as one of the Emerging Creatives at the Design Indaba. Why exactly do you think you were chosen?

We applied and submitted our application to be selected as part of top 40 Emerging creatives in South Africa and fortunately we were selected. We think we were selected because we offer something unique in the market of street wear brands that incorporate traditional culture into street wear.

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Explain/Describe your Creative Process.

Our creative process is guided by our brands ethos, our aesthetic is to represent African culture, we are the custodians of Different indigenous South African traditional cultures, Kasi (township) street sub cultures, African culture aesthetics and the diversity of the people in the city of Johannesburg serves as our guide to the creative process. We select fabrics that represent different African cultures and take them to create urban streets apparel of out the fabrics. 

 

Could you please list some of your biggest achievements? 

Our biggest achievements includes dressing some of the media personalities/celebrities which includes US rapper/producer Swiss Beats, actress Tichina Anorlds from Everybody hates Chris USA sitcom and locally dressing George Avarkien the beat boxer , Dj Speedsta , Dj Chase , Dj Sbu , Dj Tibo touch , Smash Afrika , Thami from S.A Idols , Theo from Mafikizolo , Styling Sho madjozi’s latest music video for HUKU, being selected to be part of top 40 emerging creatives class 2018 curated by Design Indaba . Showcasing at the Gauteng Youth Expo hosted by the Department of Arts and Culture, Entering and winning the youth pitching booster hosted by Gauteng Enterprise Propeller (GEP), being featured on Mens Health and lastly opening up our first I RUN JHB outlet at the Newtown Junction Mall workshop.

 

What are your thoughts on the Afrikan Creative Industry? 

The creative industry right now in Africa is taking shape because the content being put out by African artists is becoming more authentic and for the first time Africans are telling their own stories with the hope of exporting them to the world however we need more patriotic African content and platforms to change the narrative of how the rest of the world views Africa and that can only be achieved through story telling and African art.

 

How do you think the Afrikan Creative industry is moving foreword? 

The African creative industry is moving forward to content being more authentically African but for the industry to really be a force African creatives need to learn to collaborate, share platforms , build and impact the African creative industry with pure African content. We also need the Government buy in to support African artistry and for African media to start celebrating African art which will help African creative industry to grow and move forward.

 

Do you think that Afrikan Creatives have a lot to offer in terms of the Global Creative Market?

African artists have a lot to offer when it comes to the global creative industry because for the first time African artists are telling African stories through their art so through living in a global village via technology and the internet African artist are able to export their art digitally and this puts them in a position to actively export African art and impact the global creative industry. The world is waiting for African art because art that comes from other parts of the world has been taped into and explored except for African art so right now the world of ART needs something new and African art is it.

 

How are you contributing to the Afrikan Creative Industry?

We are contributing to the African creative industry via our brand that infuses African traditional cultures, our brand is responsible for the representation of African cultures through modern day designs. We are helping to preserve African cultures through our work for future generations to consume. We are changing the narrative to make Africans more proud of their cultures.

 

Are there any Afrikan Creatives that influence your work? If so please name and state why they influence you as a creative. 

We are influenced by African artists such as Dr Esther Mahlangu and designer Maxhosa by Laduma both artist influence us to be more proud of our cultures and it is evident in their work.

 

Has social media made an influence on the success of your work? If so how?

Yes social media has allowed us the platform to showcase and sell our work because it would have been difficult to promote our brand and through social media we were able to make the world a small place because everything we need is accessible to us and our clients are accessible to us through social media.

 

How can people connect with you if they would like to?

Website: www.irunjhb.co.za(under-construction)

Instagram:IRUNJOZI

Twitter:@IRUNJHB

Facebook:I RUN JHB

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