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The We, The People Campaign intends to celebrate the way that South Africa’s Youth participates and upholds the constitution, continually embodying the phrase A LUTA CONTINUA. By grounding our campaign on this saying, TSHEPO wants to articulate its commitment to South Africa’s Youth and the continued struggle that they endure. This collection allows our consumers to articulate the same commitment. The Youth are redefining, reclaiming and reimagining the constitution and that is at the core of A LUTA CONTINUA.


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Committed to the development of denim, through the promotion of africanism and localization, TSHEPO honours denim’s ability to stand the test of time by honoring the past, acknowledging the present and designing with the future in mind.

We believe that our main responsibility is to create desirable and functional items that our consumers value and can enjoy for a life time. Each product tells a true story.

At TSHEPO we believe in the power of story telling. Every product we sell has a purpose and a story, a reason why we made it. Story telling is where our product development process begins. We believe in community. The friends of our friends, are our friends. We believe that jeans fit better when the person making them does it with love and is treated well. We believe that our processes are as important as the final product. We believe in Africa. TSHEPO delivers world class quality whilst honouring our roots and heritage.

Our philosophy has always been “People First”, we value community and we pay special attention to our design process. If one part suffers, every part suffers with it; if one part is honoured, every part is honoured. The importance of quality, craft and culture, attention to detail and honouring Africa resonate deeply, informing our brand’s core philosophy. Our mission is simple: to promote the accessiblity of denim and the unique stories that denim tells about its wearer.  Our vision is original: to create a brand that honours Africa and makes you feel your best.


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