"A classic and timeless brand that is new and fresh for the generation that likes things"
In the heart of bustling Johannesburg, where the rhythm of life pulses through the streets, a dream takes shape. Meet Kwanele "FINCH" Thusi a Choreographer, Visual artist, model,Mr Africa International SA and now an entrepreneur with a passion for fashion and an unwavering determination to create something extraordinary. His vision? To launch his own clothing brand that celebrates African Culture, empowers local artisans, and resonates with a global audience.
Chapter 1: The Spark of Inspiration
Kwanele's journey begins with a vivid memory—a childhood afternoon spent around his Childhood home being around cows and chickens or rather traveling around the world and see different things being inspired by the nature itself and weave intricate patterns into vibrant fabrics.
The rhythmic clatter of the loom, the smell of earthy dyes, and the pride in connection of the nature—all imprinted on Kwanele's soul. He knew then that his path lay in the world of textiles.
Chapter 2: Crafting the Narrative
Every brand has a story, and Kwanele is woven with threads of resilience, culture, and creativity. He dives into research, immersing himself in African folklore, contemporary art, and the pulse of urban life. His brand, FINCH, will blend tradition with modernity, celebrating the rich tapestry of Africa.
Chapter 3: The Artisans' Guild
Kwanele seeks out local and international artisans—master weavers, dyers, and embroiderers—who have inherited their craft through generations. He collaborates with them, bridging tradition and innovation. Together, they create fabrics that breathe life into FINCH designs.
Chapter 4: The First Stitch
The first collection Kwanele sketches his first, Bold black and white prints inspired by the calmness of being around his childhood home, KZN, hearing birds sing , and colors that evoke the sunsets over the peaceful mountains. Each piece tells a story—a black and white jumpsuit whispers of resilience, a jacket roars with pride.
Chapter 5: The FINCH range
The FINCH brand is divided into two. The FINCH wear which is a casual and comfortable for the everyday person, someone who has effortless style and class. The FINCH active range-- this wear is for sport and fitness individuals, the wear is also built for content creators who want to look good, comfortable while making content and shooting videos for gym routine.
Chapter 6: Challenges and Triumphs
Kwanele faces hurdles—good material, Kwanele finds it very hard to find good material around Johannersburg and chose to partner with international weavers to keep the quality great for their customers. But he perseveres. FINCH opens an online store, works with international brands like SHEIN since their line is fast fashion.
Epilogue: Threads of Unity
FINCH set to become more than a brand; it's a movement. Kwanele hosts workshops, empowering young designers and have over 200 students. They have monthly classes and exhibitions, they are also waiting to get funded in order to build their own fashion school.
From Dream to Fabric: The Journey of a New Clothing Brand
by Kwanele Thusi
Interviewed by Ntombizodwa Dlamini
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