Motsamai Mokotjo

CLOTHES and accessories are the major elements that define style – and for long Basotho have relied on foreign products. But not anymore.

The local fashion scene is steadily developing, with the market slowly embracing high quality local designer wear.

From accessories to garments, local designers have been displaying extraordinary creativity of international standards.

New on the scene and causing waves is a group of youths in Maseru who have decided to buck the trend of unemployment and despondency by launching a fashion, design and photography firm.

The budding enterprise, called Bonono Merchants, was formed by pioneering dancehall group Ragga Vybz member, Selektah Che, and Lemohang Mpobane last November.

According to Selektah Che, their initial focus has been on the fashion side of the business with their niche being Basotho cultural apparel. He said the couture was a product of thinking outside the box and fusing ethnic with western culture.

“Our focus at the moment is fashion, and we offer blazers, trousers, shirts, hats and bags for all sexes and ages,” he told XpressPeople on Friday.

“We decided to specialise in Seshoeshoe garments since they tell a story about our country to locals and tourists alike.”

Selektah Che said while the Bonono Merchants currently don’t have a premises, they design and sew the apparel at various locations.

“Since we don’t have an office as yet, we design and saw the garments at our homes and other locations, and showcase the merchandise to potential customers on our Facebook page,” he said.

“Our intention is to export our merchandise abroad once we have established a factory by the end of this year.”

Selektah Che said they were inspired to start the business by such luminaries as Zimbabwean entrepreneur Strive Masiyiwa.

“We have a passion to better ourselves and the African continent. We were inspired by such people as Econet Wireless Group founder and Executive Chairman Strive Masiyiwa who encourages young Africans to start their own businesses,” he said.

“The name of our enterprise, Bonono, derives from a Sesotho word that means art. So, as Bonono Merchants our focus is to take African and Basotho culture to other countries.”

Selektah Che said they also benefited from the mentorship they received at the recently established Vodacom Innovation Park (VIP), which is meant to mentor up-and-coming entrepreneurs.

The Maseru Mall-based state of the art facility is a business incubator for early stage start-ups that aims to provide resources, co-working space, and training to entrepreneurs to help them bring their ideas to market.

“Through VIP, we received formal training in running a business and all the attendant aspects,” he said.