South African Sneaker Designers Raise the Bar for Africa in International Fashion

Africa’s e-fashion segment has flourished in recent years. A 2020 Statista report predicted Africa’s e-commerce fashion industry reaching 47bn USD by 2025 after exceeding 21bn USD in 2020. International Policy Digest sees fashion short on the heels of agriculture, Africa’s largest income-generating sector. While the continent’s designers are often praised on European runways, African high-fashion in Africa is not where it’s supposed to be: attracting international buyers paying international rates for bespoke African apparel.

After Johannesburg based Bheka Dlamini (26) and Cape Town resident, Hacjivah Dayimani (24), connected on Instagram, it wasn’t long before the two aspiring entrepreneurs established one of South Africa’s high-profile sneaker brands, Hibacci. Hacjivah, a respected sportsman currently competing in this year’s Currie Cup, started to dabble in rugby boot design a few years ago. Bheka observed Hacjivah’s knack for business and pitched his ideas to customise Hacjivah's boots. After they met, they decided to go into business together and launch the sneaker outlet. The rest is history.

Since it was established in 2019, Hibacci has been doing the rounds in notable networks, circling among South African artists and entertainers, and backing activist initiatives, including speaking against violence against women and children. Following a series of domestic violence campaigns in 2020, including the #MeToo movement, Bheka and Hacjivah drafted a sneaker on which they embedded a series of neon printed names. The sneaker displays Hibacci’s signature minimalist style, and once in neon lighting, its profile reveals a collage of titles honouring the victims of domestic assault. The shoe was designed to initially appeal to Hibacci’s male customers and initiate awareness against misconduct. Bheka and Hacjivah decided against marketing the sneaker for profit and used it as a platform to support the cause instead.

Watch the video here: https://www.instagram.com/p/CBlid2RDEKh/?utm_source=ig_web_copy_link

“Aside from using Hibacci as a platform to address societal issues, we are serious about implementing the sustainable manufacturing of quality footwear for global stages,” says Bheka. “It’s also about promoting ‘brand South Africa’ and letting the world know we can deliver on fashion lines that can rank high in international markets.”

Bheka started customising sneakers during while studying a BA degree in Graphic Design, and catered for local DJs and celebrity personalities. Advertisers saw his potential, and Bheka started his professional venture creating exciting national campaigns. His career took off unexpectedly, allowing him to advance his skills in a commercial arena. “I never imagined securing a sought-after position in brand development through customised footwear,” admits Bheka. “If you truly believe in your talents and remain resilient, you will eventually get closer to your dream of success.”

“South Africa’s talent is rife and it’s important to acknowledge and encourage the up-and-coming designers who stay true to African fashion when competing on international runways,” adds Bheka.

Hacjivah’s humble entrepreneurial beginnings were as a petrol assistant and paver, and he sold fruit and sweets at school to help his mother make ends meet.

“Since I was young, I had a consistent drive to fend for myself and my family, be creative and remain passionate about the things I was good at, including my rugby career,” says Hacjivah.

The flanker said to run a sub-11 second 100 meters is known to pull hat tricks and devise strategic patterns on the field to support his fellow players. Last year, he signed a two-year contract with the Western Province Provincial Rugby.

Entering its third year, Hibacci plans to expand its online catalogue to clothing essentials and launch its first walk-in store in Johannesburg or Cape Town. In the interim, they are looking to stock footwear in select boutique fashion retailers in and outside South Africa.

Hibacci products are available exclusively at www.hibacci.com.

Follow @hibacci on Instagram.