Celebrating Pride: South Africa's top LGBTQ+ fashion labels
Fashion is supposed to be gender-fluid. Unlike other African countries where being gay is illegal, there is no discrimination in South Africa.
As we celebrate Pride Month, here are the top six queer-friendly South African fashion brands you should know.
Queer Comfort
Owned by transgender activist Yaya Mavundla, Queer Comfort is a brand with a purpose whereby Mavundla uses clothes to send out a strong message.
Most of their garments embrace queerness with bold writings and paintings.
For example, at the 2023 Feather Awards where Mavundla won the Best Styled Individual, she wore a dress printed with articles about queer killings.
At the SA Style Awards, she wore a gold dress to celebrate South African women.
“Dress hand painted using different shades of @plasconsa paint, different shades of gold and design representing layers of work we put in to be seen, heard and celebrated as black women, transgender women and all those who are marginalised,” she said.
Rich Mnisi
The Joburg-based designer has always been an advocate for the LGBTQ+ community.
While they do have women and menswear, the contemporary, multi-disciplinary brand does not prohibit men from wearing skirts and corsets the way society would.
In fact, the creative director of the brand Rich Mnisi would proudly rock a mini skirt and a corset, defy societal expectations to prove that fashion has no gender.
Last May, the designer partnered with adidas to launch a Pride collection titled “Let Love Be Your Legacy”.
“In creating this collection, I had a strong impulse to speak to my inner child and express to the world how LGBTQIA+ allyship can create a legacy of love,” Mnisi said at the time.
“Unifying these themes through my own visual language and adidas’ iconic performance and lifestyle pieces is a powerful combination – making the collection a symbol for self-acceptance and LGBTQIA+ advocacy.
“My hope is this range inspires LGBTQIA+ allies to speak up more for the queer people they love and not let them fight for acceptance alone.”
Sinchui
No matter what you identify as, there’s always something for everyone at Sinchui. Robyn Agulhas, the founder of the brand, believes that clothes should be comfortable and free, that is why she’s all about creating the coolest masterpiece for the fashion-forward gang.
We saw it with her South African Fashion Week debut collection in October last year, where she showcased football inspired ready-to-wear garments that were influenced by her footballer father.
Imprint ZA
Mzukisis Mbane, the founder of the brand, has always been vocal about using fashion to raise awareness.
Besides making clothes for men and women and everyone in between. In July, Mbane released a bold collection as part of the #ForeverWena campaign to destigmatise HIV, especially around the queer community.
“Fashion has always been a powerful tool for social and political change. It reflects the socio-economic conditions of the time and communicates messages that inspire change.
“Fashion can reach people more effectively than traditional methods, especially in our fast-paced digital age. Wearing a statement piece can spark conversations and engage people in ways that other forms of communication might not,” said Mbane.
“Fashion makes the message of HIV prevention approachable and relatable, especially for young people.
“A fashionable garment can make the message trend more easily than other mediums, sparking conversations and increasing engagement. Fashionable items can create viral moments that spread the message widely.
Afrikanswiss
One of the best producers of premium denim in South Africa, Afrikanswiss is a lifestyle brand that is unisex.
Besides the captivating designs, what sets them apart is their hand-dying methods that make the garments even trendier.
Using fashion to convey untold African stories and promote African heritage, the brand’s autumn/winter 25 collection titled, Sekgametse Masoko, is a celebration of God’s love and the acknowledgement of the ancestors.
Floyd Avenue
One of the coolest street-style brands in South Africa, Floyd Avenue is known for creating edgy garments. Their clothes are gender non-specific, as long you have style and an eye for street fashion, there’s always something for you in their collections.
The city will once again be painted rainbow at the Johannesburg Pride on October 26. The event will start with a parade at West Street in Sandton, so be sure to wear your most stylish, queer outfit.