Friday Fashion Feature - IRUNJHB

 I RUN JHB is a fusion of African, traditional wear and Urban Street Culture. It started in 2011 and has since been going strong. I met up with the brand member in Ghandi Square, Johannesburg at their studio and this is what went down!

Angela Nimah: Wassup guys :) How you doing?

IRUNJHB: [Laughs] we’re good, yourself?

Angela Nimah: I’m good, thank you? :) - Okay, tell me a bit more about IRUNJHB, when did it start?

KING IRUNJHB: IRUNJHB started way back in 2011, but back then we were still in varsity; so we were still busy with our different studies and courses. But seriously, when we started putting work into it was last year, 2013. It was when we launched a different look to IRUNJHB, because it was your normal caps, T-shirt, sweaters… a street brand! But then we looked at the state of fashion in the country and the direction it was taking and we didn’t like  it, so we decided to re-invent IRUNJHB, hence the African  feel and look to it. That’s what we push all the time; we try to tell African stories through our clothing.

Angela Nimah: So the idea started in 2011?

NEO IRUNJHB: Yes, bringing the concept to life. But the direction that we took, the African route started in 2012…

KING IRUNJHB: What people know of now, what people know IRUNJHB as now started last year…

Angela Nimah: That’s more or less during the time when I met you and I knew of the brand…?

KING IRUNJHB: Yeah!

Angela Nimah: That’s awesome! Who came up with the and why this choice?

NEO IRUNJHB: [Laughs] we both came up with the name because back in varsity we used to love clothing so we thought that we were ‘running things’ though us being vibrant kids, so now we wanted to come up with a brand name that had ameaning, that represented people, and for people that represented something; that’s when the idea if IRUNJHB came about, which is associated with the mentality; the ‘go-getter’ mentality, the hustle, the ‘I want to  reach out for my goals’ type of mentality.

A couple of people come to Jozi just for one primary reason, and that’s to chase that dream.  Jozi is the most happening city and we wanted to celebrate that and celebrate the mentality through fashion.

Angela Nimah: That’s nice. I like that… Okay, you guys just told me what inspired the initiative and you’ve 

told me about the gap that you saw in the market; did it also come from a creative point of view?

KING IRUNJHB: Uhm, here’s the thing, with us,the brand wasn’t something that was premeditated. As Neo said, we were always into fashion and people thought it was very cool and stuff and we’d frequently get questions like ‘are you guys designers?’ and what not, and it was just a matter of dressing up every day. And to answer that, again we weren’t … we didn’t study fashion; we were just people who knew how to dress and that gave birth to this...

NEO IRUNJHB: …the creative part of things. But we didn’t sit down and say we want to design such and such a garment. The garments come to life by themselves, the creative process that is about us representing and visualising things, trying to tell a story of where working comes from; a lot of times people like conceptualising about things and maybe that’s where the creative part of things comes into play with regards to the clothes that we make.

Angela Nimah: Because it seems natural, like, everything, from the way you guys dress, the ideas; it’s what you live…

KING IRUNJHB: I think the styling has matured into what we are now.

NEO IRUNJHB: One more thing, the primary thing, we were always following trends but it got to point where we were fed up at the direction the streets were taking.

Angela Nimah: Was it a bit monotonous for you guys; did you see a lot of the same thing?

NEO IRUNJHB: Yeah! People looked the same, when we went out to events. It started out with us wanting find our own identity; something to live by. Trends come and go and we didn’t want something that will come and go; that why we have the story telling part of things. We don’t wanna do something that’s gonna be hot now and the next month it’s no longer hot; this is a lifestyle, this now becomes a movement. You are proud of being an African, you are proud to show that you’re from Africa; yeah, ‘I’m from the hood, e kasi!’ I run Johannesburg. It gives the customer identity of saying ‘I am a South African’, most importantly, ‘I am an African’.

At the studio. Picture by Nimah

Angela Nimah: So at large. Not just Jo’burg?

KING IRUNJHB: It’s not about Jo’burg the city, but for what the city stands for, the mentality of the city; what Jo’burg is known for. So you don’t have to be in Jo’burg for you to ‘run Jo’burg’, it’s just saying that I can hold my own wherever I am.

Angela Nimah: And as well Jo’burg is known internationally. When people come to SA they want to come to Jo’burg; so it’s interlinked automatically –

How would you sort of separate – okay we know what style is; it’s innate, it’s what you’re born with, everybody has style but with most people it comes more naturally and some of them it’s more of a practice from realising that they’ve got style, and for you it’s effortless and people think you look fresh. How would you separate style, trends and fashion?

KING IRUNJHB: I think with fashion, I don’t know, uhm, I think for me fashion is what’s in the eye; what you think is cool when you see it. Fashion is not necessarily what people put out there and say that’s fashion because it’s ‘high-class’ fashion. Fashion is what’s cool,

NEO IRUNJHB: There’s no classification.

KING IRUNJHB: Fashion is what’s trending. You don’t have to be high-class or whatever, but if it’s cool, you gotta see say it’s cool, that’s fashion! You don’t have to have those technically correct clothes to say… I can make an example of a suit, a tuxedo; we can’t say because it’s a suit that cost about R4500, it’s fashion. It’s what the person did from the eye, what he or she envisioned, what they say and not necessarily what’s put out there and is branded or what supposed to be perceived as fashion.

Angela Nimah: So that could trending because that’s what the person perceived as style…?

IRUNJHB: Yeah!

Angela Nimah: How would you describe the fashion here in comparison to any other city that you may have been to?

KING IRUNJHB: [Laughs] With fashion in Jo’burg and fashion SA fashion in general is very westernised so uhm having said that, Jo’burg from Cape Town in terms of style. All these big cities have a western approach to their fashion. So I think Jo’burg is no different as well, that’s why we’re trying to change that, hence we’re coming in with that African feel. And on record I’d like to say that our people should stop thinking that what is done abroad and hat is put on TV, the internet or newspapers is cool; that’s is not cool! You need to look at where you come from, who you are and try to dress according to the person that you are. That’s why you’re in South Africa; you’re not in the sates…

NEO IRUNJHB: Like, let’s let HIP HOP be just a music genre…

Angela Nimah: [Laughs] that’s a valid point.

KING IRUN JHB: Not a lifestyle; let’s not try to live like other people and put that into clothes. That is made to be seen as ‘cool’. People stop us everywhere and tell us ‘wow, you’re dressed cool’ but they’re not dressing like that. It’s very iron for a South African person to say that you look different, but I’m in South Africa and I look like a South African.

Angela Nimah: I think it’s because as well, we don’t believe in ourselves. Us brand ambassadors are who want to instil self-belief, who want to instil taking initiative in anything that you find is of a learning curve for the rest of the world. And I can understand when someone comes up to you and gives you props of effortand the courage of coming out like that, but in the samebreath, what about them, why aren’t they making the effort to adopt it and embrace identity.

NEO IRUNJHB: It’s also because of what’s being sold to us on television. Like how an international artist comes here to perform and the crowd looks like him or her. They go back home saying, ‘yeah, South Africa f@*ks with us’. Every kid on the street wants to be a Kendrick Lamar look alike and I’m there in the crowd looking different, and they assume that sure that’s a South African. Which means our people should not buy into the American dream; they need to find their own identity, to buy into their own identity. We need to stop celebrating overseas trends.

Angela Nimah: Would you say that television is being abused a source of medium, because how else would you guys sell yourselves, you know there’s also internet and even that is a very powerful tool, so is TV because we’re constantly seeing these visuals. I wouldn’t say it’s because they have capital and we don’t, I think we have as much power and potential to get our message across as a nation but we’re not doing that.

How would you try and change that as IRUNJHB to get your message across?

KING IRUNJHB: I think it starts with the person.These are social issues, I mean now we’re discussing them in fashion terms. We’re trying to break such boundaries and stereotypes that being an African is not cool. So the problems that we have now need to be sorted out by everyone; each person needs to take it upon themselves to realise what is being sold to us and change that!

NEO IRUNJHB: We as IRUNJHB want to educate our people. Whether they take the education we give them or not, at the end of the day it’s about the individual. We can try and make this as cool as we want, but if peopleare not willing to learn from what we are teaching them then there’s nothing we can do.  But from whatever platform we are given be it TV, radio, or social media we are going to tell the African stories, we are going to educate them about Africans; we’re going to stay likethis forever.

Angela Nimah: This is what’s great about conducting interviews because by being a bystander I can easily say that you look great not knowing how you guys think, not knowing the mentality behind your garments. Two years ago we had prints trending on the run way but here you are still using prints as a way of expression not because it’s trending but because it’s a part of you guys.

I like the fact that we’re having this discussion because it’s more than just an interview. I strive to take the minds of people who are making a difference and putting that out into the world. So I commend you guys for thinking the way that you do.

NEO IRUNJHB: It’s a lifestyle.

KING IRUNJHB: There were a lot of people coming to us asking us to alter clothing in an ‘IRUNJHB’ style and we always decline because we try to run away from trends. Even though we know that is what’s going to bring us money we decline them.

Angela Nimah: I remember when starting out as an entrepreneur doing pop-up markets, I realised that people started looking the same, there was no individuality or originality. It made financial sense to do what everybody else was doing, breaking the process of finding your own identity.

NEO IRUNJHB: For me fashion is about freedom of expression. You have to express how you feel. We already have different opinions about the world we live in and given that freedom on how we perceive the world – you can tell me about your world, I can tell you about my world; you know, you’re white, I’m black. Let me not try and be you in order to be cool. I can be cool like this coming from Tembisa, you can be from Holland but what’s important is my IQ, about where I come from, about how I think!

KING IRUNJHB: Maybe I’m looking at it from a fashion point of view, but it’s easy to see someone trying to imitate.

Angela Nimah: Things have been used and overused, but it is how you innovate and re-innovate that makes originality. It’s possible to look different. And these are things the people need to start educating themselves about.

Are you guys still good? :)

IRUNJHB: Yeah, we still good :) we’re comfortable.

Angela Nimah: Most designers have a ritual that they stick to when creating their items, do you have such a 

ritual? And what motivates you as a team?

IRUNJHB: There isn’t a ritual. The main focus here, the engine that carries the garments that we make is telling African stories. We only have guidelines. If there is a certain story we go out and look for a certain fabric that’s going to tell that story. So there isn’t a certain ritual, but if there is a story out there we would like to tell a story of black entrepreneurs in Jo’burg, like your hawkers, people that help you park your car, taxi owners, taxi drivers…

Angela Nimah: So that’s what inspires the textures, fabrics and colours?

NEO IRUNJHB: Like if we want to speak for the lady from Kwa Mashu we go out and search for a fabric that will tell her story, like the shirt that king is wearing right now, that’s called the Igue shirt or African Royalty Shirt, and the Igue shirts are worn by men of royalty. So we chose a fabric that screams ‘royalty’ – I’m a king! And when you wear that garment you need to feel like a king, you need to behave like a king, and you need to think like a king.

At the studio

KING IRUNJHB: And to a person’s eye it must be visible that this is a respectable garment. You gotta colour it right; for the whole process to come right you gotta have the right combination and the right fabrics.

And know what you’re doing, if it’s a garment about the streets, it needs to be about the streets, for igebengu, abo cleva, abo golova – the street gang. I need to choose a fabric that’s close to those people that best tells a story about those people. I need to know ukuthi, abo cleva, abo golova, how they behave, and what kind of steeze they’re on in order for me to make a proper product for them – the colour that they’re likely to wear because these are not colourful dudes, you know.

Angela Nimah: You guys are very real, authentic and clearly focused on quality – you consider texture, environment, and tradition. I like that.

How does each person’s personality assist in the brand’s growth- what are some of the challenges you face as a duo?

NEO IRUNJHB: There a lot of challenges, because we need to be the engine behind everything, I need to be the marketing guy, I need to be the model, I need to be the designing guy, you know, I need to be that guy out there selling the brand. So I need to be at ten places at once, and that on it’s own is a challenge. I don’t know if you want to add anything…

KING IRUNJHB: Yeah, I mean if he can’t make it and maybe I’m tight up somewhere as well that would mean that brand is slipping.

Angela Nimah: so both of guys sew and do you illustrate your stuff?

IRUNJHB: No, we have someone who sews for us. And yeah, we buy the fabrics first, and then we sketch and give the sketches to the guy.

Angela Nimah: Did you guys study art?

IRUNJHB: No. [Laughs]

Angela Nimah: [Laughs] are you any good at drawing though or just do what you can?

IRUNJHB: We do what we can. Haha The guy takes instructions from us and we take it from there. As long as he understands what he needs to do then we’re working.

Angela Nimah: I take it you work every day – you don’t school?

NEO IRUNJHB: I go to school, only on Wednesdays, because I’m doing my B-Tech and he graduated last year, but if needs arises I bunk school [laughs]

Angela Nimah: Besides yourselves and the statue outside, who else have you styled or are planning to style?

NEO IRUNJHB: We’d like to style artists like Mafikizolo, and Uhuru and we just want everyone in the entertainment business to have our products and we’d like to believe that those people tell African stories because they are selling their music to the Africans.

KING IRUNJHB: We don’t appreciate it when our people endorse the western mentality or the fashion. But there are a few people who have our garments, what we’re trying to do is not easy because it’s lead by the media, the very same people that are prominent are the people that are deep into that mentality that we’re trying to curve, which is the Western mentality, so they are wearing overseas brands, and when certain prominent SAMMA awards winning artists are seldom seen in African clothing. So it’s a tough job to do.

Angela Nimah: You seem to be doing it though;I really love the drive.

Where can people get your merchandise?

KING IRUNJHB:  Right now we are working on a few deals on getting the merchandise into shops so we can’t really say anything about that now until everything is signed on the dotted line. Bur for now they can get the garments at different markets: there’s a market in Ghandi Square right next to the IRUNJHB statue on Saturdays on Fox Street, then on Sundays we’re usually out at the Grove Market in Braamfontein between 10am and 5pm.

NEO IRUNJHB: But if people want to follow us they can follow us @IRUNJHB and on Facebook I RUN JHB – So they can be up to date with what we do because  we invites  to different markets, we have one in Soweto and another gig at Kitcheners.

Angela Nimah: How is the response?

IRUNJHB: Our people are loving what we’re doing, and the stories we’re trying to tell. We get a lot of love which is very encouraging to know that there are a lot of people agreeing with what we do. We sell our product almost every day and people are buying into the idea, and people want a product of this magnitude, of this kind.

Angela Nimah: There are a lot of independent markets out there and many other business that are getting off the ground, what your message to those individuals when it comes to individuality and the seriousness of a business – what can people consider?

I don’t know if it’s a matter of living in SA or being exposed to Jo’burg but we have a habit of copying one another.

NEO IRUNJHB: Yes! Having your own identity, striving to have your own signature look, so that when someone else comes and tries to do it you already know that it is yours, own that. Own your craft and own what you do. Be obsessed with wanting to bring into life in awell-executed manner. Live within your art.

KING IRUNJHB: Research.

Angela Nimah: What are your goals and where do you see your brand in the next two years?

NEO IRUNJHB: Eish!

Angela Nimah: [Laughs]

KING IRUNJHB: What I personally would want to see if people going backto who they are  in the streets, when I walk around to see people dressed in an African manner, I’m not saying we should all be traditional and weird and whatnot but just have a look at our clothes and see if that’s not cool, try and buy into that and see if other people are not going to  think that that’s cool, so what I’m basically saying is that I’d like to see a lot of people around looking like South African people, even if it’ not IRUNJHB per say, but being that mouth piece to say that’s it’s cool to wear the shirt hat your uncle wore 15 years ago – I’m not saying ‘vintage’ [laughs]

NEO IRUNJHB: Mina personally, as my aka say uGabhadiya, umungameli of the streets, I wanna see a lot of IRUNJHB garments on the streets, I want us to flood the streets. I want each and every day when I walk out to bump into at least 5 to 10 people wearing our stuff. That’s what I wanna see.

Thank you so much guys for allowing me the time to interview you. I really learnt a lot and I'm sure the readers will too :)

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