If you think fashion is just about clothes, think again. It's a medium for storytelling, a platform for change, and a reflection of culture. And no one embodies this ethos better than Vusumuzi ‘Bobthestylist’ Ndima, the creative force behind Boys of Soweto (B.O.S).
Drum catches up with him after his groundbreaking showcase at Moscow Fashion Week, where B.O.S made its international debut.
Boys of Soweto wasn't born in a boardroom; it sprouted from the streets of South Africa’s biggest township in 2011. "We started out as a fashion styling blog on tumblr," Bob reminisces.
"But I always had bigger dreams."
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Those dreams led him to pivot towards fashion, using it as a canvas to paint positive narratives about his community. "We wanted to be more than just a clothing brand; we wanted to be a voice of the township" he says.
B.O.S started small, with a focus on T-shirts. But Bob always knew he wanted more. "T-shirts were just the beginning," he tells Drum. "I wanted to build a full-fledged fashion brand, one that could stand shoulder to shoulder with the best of them."
Fast forward to 2024, and B.O.S is making waves on the global stage. But how did they end up at Moscow Fashion Week?
"Stephan, the founder of Soweto Fashion Week, reached out to me with the opportunity. He told me that they were collaborating with Moscow Fashion Week and asked to select to fashion brands that could showcase their work."
Russia turned out to be a beautiful experience for Soweto-born fashion designer. “Even though Russia is a cold country, the people there were warm, and made me feel welcomed and celebrated.”
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According to Bob, the inspiration behind the collection showcased in Moscow was stemmed from his desire to highlight the beauty of African print.
"I created a Boys of Soweto monogram,” which is a textile design with the letters that make up the brand’s name. "It's our way of differentiating our brand with a unique African, and proudly Sowetan print."
Bob's journey from selling clothes at Arts on Main Market to jet-setting to Russia is the stuff of dreams. "It's been a beautiful journey," but not one without its struggles, he admits. "It’s been over a decade of putting in the work and now I’m finally reaping the rewards," adding that the journey has taught him to trust himself more.
Fashion is more than just a clothing platform for Vusumuzi. It's a tool for change. That's why he co-founded Boys Today Men Tomorrow, a platform which seeks to mould “a strong psychological image of black boys in the townships”.
In the end, Boys of Soweto isn't just a brand; it's a movement. And with Bobthestylist at the helm, the sky's the limit.
