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Appendix Three
The following is an example of how South African designers are using South Africa’s
political history to portray social activism in their designs.
Political Fashion
An example of creative innovation using a quintessential South African theme is the launch in 2005 of
the Hector Pieterson range of clothing by three local designers. The photographic image of Hector
Pieterson being carried away from the centre of the 1976 Soweto riot by comrades became iconic
of the youth’s role in the liberation struggle, and has been emblazoned onto “cloth[ing] to tell a
story” says designer Zuza Mbatha. “We want national upliftment where the youth buy into a brand
name after someone who [has] made their mark.”
The 26-year-old Mbatha, with Tshepo Moropa and the half-sister of Hector Pieterson, Sina Molefi,
came together to start Abasha Innovations (abasha being the isiZulu word for “youth”). After making
contact with the Hector Pieterson Museum in Soweto, Mbatha was put in touch with Pieterson’s
mother, to whom he pitched his idea of using the image and name of her son for a range of
clothing. After six months, he gained permission. The range, which is aimed at the youth market,
consists of T-shirts, sneakers and beanies for men and women. Images on the T-shirts reflect one of
Hector Pieterson’s school report-cards in black, and among the list of subjects and marks is
“Afrikaans” circled in red with a failing mark.
Royalties from the usage of Pieterson’s name and image go towards funds for a new orphanage
called the Hector Pieterson Orphanage. Mbatha feels that he is not exploiting Hector’s name. “The
youth must come up with their own ideas to create jobs.” This start-up business has created
employment for five people. Their range of clothing was exhibited at the SA Fashion Week in July
2005 and will be shown at the Old Mutual Vukani Fashion Festival during May 2006 to celebrate the
1976 political events. The Hector Pieterson range is displayed in various private boutiques in
Johannesburg.
(Govender, 2005)
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