By: Queen Nesengane
The first time I saw this brand I pronounced it in such a boujee way “Estelle Joe”, only after I had a conversation with Thabang one of the creative directors behind this riveting brand, did I surprisingly discover that “Estele Jo” was actually vernacular slang from “Petori” meaning dope, elegant or classy. My jaw dropped to the ground, I didn’t know whether to laugh at myself or bury my face with embarrassment. I legit had a blond moment. I’ve lived in Pretoria all my life and I’ve used those very words quite a few times. Who could blame me for making such a blunder, quite frankly if I may add when you essentially see the garments by Estele Jo they scream out luxurious, high-quality fashion. No wonder my tongue performed back flips and twirls pronouncing the name.
Estele Jo is an elegant clothing line founded by two cutting-edge designers Thabang and Itumeleng. Originally from Moletji Limpopo, these inventive subliminal beings, along with the refusal to be limited by any convention present creative a la mode garments inspired by the culture of streetwear. Their clothing are an epitome of genius and a fantastic celebration of youth culture. These boys have the right “stuff”… imagination, ambition, and heart. Their strong use of unapologetic color and brief attention to detail was what caught my attention at first. I love how they use such unconventional material with basic patterns, like their silk pink sweatpants (my personal favorite). The beauty of looking sophisticated and feeling comfortable at the same time. You could tone it down with a pair of sneakers (for a casual day look) or dress it up with a pair of gorgeous heels (for those wild nights out at the club). This is timeless style, convenient for any occasion.
I wanted to refer to them as the new kids on the block, but Thabang was quick to phase that out, “we’ve been hustling, it’s just that Jozi is sleeping on the kids”, Estele Jo goes way back. In 2015 Thabang and Itumeleng were in Matric, throwing out a bunch of random phrases (they both love se Perori), until -boom- just like that, Estele Jo grabbed their attention as if the universe had spoken. They then decide to go register the name, starting off by printing out t-shirts. Little did they know that one day the likes of Thabsie, Khanyi Mbau, Tshego and much more would be rocking their brand.
From selling t-shirts to rubbing shoulders with celebrities, this calls for a “momma I made it”. Itumeleng and Thabang are a sheer example of teamwork makes the dream work. So ladies if you’re bold enough to rock silk sweatpants, and guys man enough to wear pink and you’re not shy with the money check out Estele Jo on Instagram; @estelejo_brand. Keep it local, because of Estele Jo!