From the small town of Nqutu to a fashion icon recognised internationally, the AzaniaZulu brand is an example of homegrown talent at its finest.
We caught up with designer, Sindi Buthelezi (30) to find out about her rise in the fashion world.
Short description of your background and home life:
I’m an IT specialist turned entrepreneur, photographer & traveller. I was born in a small semi-rural town called Nqutu in KwaZulu-Natal Midlands, where I spent most of my childhood and also eS’khawini in eMpangeni. I was one of the first matriculants of Sihayo High School and my tertiary education was pursued at Technikon Pretoria in Gauteng where I received a National Diploma majoring in IT: Communication Networks & Computer Programming. I’m now based in Pretoria where I run a business entailing a clothing brand and offering photography services. I’m passionate about life, travel and nature.
When did you start your brand?
The brand was started in 2010 but formally registered in 2011.
How did you get started?
It’s a fascinating story in fact. In December 2009 I was backpacking with a friend to Dar es Salaam, Tanzania when I met a gentleman who was running a T-shirt printing shop in a small town called Mbeya. I was drawn to what he was doing because he did it with so much ease and passion and that prompted me to ask him to make me a T-shirt. It was then that he involved me in the process of T-shirt printing, from making a stencil to choosing the correct paint, basically sharing with me the knowledge he had collected over a period of 5 years. His name was Anyitike and he revived the creative spirit that lay dormant inside me since primary school. Coming back home I shared what I had learnt with a friend, Gcina and we then started printing and selling T-shirts at local markets such as Newton in Johannesburg during weekends. We printed messages of love, Ubuntu, African Unity, etc and people loved and showed support to the project. Growth was experienced and thus AzaniaZulu Clothing Brand was founded.
What inspired you to into fashion, photography, writing and travelling?
My inspiration springs from my inquisitive mind, I blame it for all of this. I am a hard worker too! Many situations and deep soul searching has shaped me to be who I am or becoming. Out of travelling many things were born and still being born, like for instance the gentleman I met in Tanzania in 2009 is the one who taught me the art of T-shirt printing which I later used in my business. I have travelled at least 10 African countries and have benefited a lot from that, I am writing a book so I can share my experiences with others in a form of a travel memoir. Photography has always been a lifelong passion of mine and I am using it as a way to capture and spread beauty. During my travels I noticed how badly Africa is being portrayed in the media, so I saw photography as a means to capture and spread positive images about my continent. Wherever I am and whatever project or shoot I am involved in, I try to present Africa in a beautiful, positive light. Hmm it’s a pity I can’t say the same for fashion, in all honesty I fell into fashion by accident, so I’m not a fashion designer per se, I suppose ‘entrepreneur’ is a suitable term here. I am using the brand to spread a message, however, I am willing to learn more about this industry.
What inspires your creativity?
Nature! When seasons change, leaves and rain falling, clouds gathering and scattering, flowers blossoming, birds chirping, how can one not be inspired? I travel a lot as well and this exposes me to different cultures, different environments, different kinds of art, etc. I also follow new trends and try to keep up with what is going on in the world of creativity.
What is the history behind the name AzaniaZulu and why is it so important to you?
It was in lands afar that I got to know about the word ‘Azania’. Late 2008 early 2009, I was living in Queens and working in Brooklyn – New York when I was called the Azanian princess by the people who worked on the same street as me and who thought that Sindi wasn’t African enough. “Azania is an indigenous name for the country South Africa and/or continent Africa”, they told me. It was interesting to learn such from brothers and sisters in the Diaspora. I then researched some more on the word and discovered that once an anonymous historian mentioned that Azania is a conglomeration of three words, he said, “A” in Azania refers to the people of Africa, “Zan” refers to the Earth that provides and “IA” to mother Africa, the supreme force which binds us all. Zulu – derived from the word “iZulu”, means Heaven. This is how AzaniaZulu was coined and it means “Africa is Heaven.”
It is important to me because I plan to use it as a way to fulfill my purpose in life i.e. to Rebuild Africa. Throughout my travels I have seen how impoverished Africa is and would want to help bring back Her glory.
How did coming from a small town in KZN groom you into the person that you are today?
Small towns are both a blessing and a curse because everybody knows everyone, there isn’t much to explore and that limits your world-view. But I’m grateful to have come from one because it taught me respect, that a person in the street is not a stranger but a neighbour. It is also easier to conserve yourself.
How has the journey been?
The journey has not been one without challenges, there are times when everything is going perfectly fine and also times where everything is challenging. The business is still in its infancy so I basically do most of the things myself, from handling the financial side of things to choosing the designs to directing photo shoots and marketing the brand. One thing I’ve learnt is that challenges are part and parcel of this journey and quite frankly, I’m grateful for them for they help me and the business grow. Running a business and being your own boss & supervisor is definitely not for sissies.
Where do you see yourself in ten years time?
Being a positive influence on the people of Africa, having established the brand globally.
How would you describe your style/creation?
Youthful, urban and noble.
What did you do before you started your brand?
I worked as an IT Specialist in Bryanston, Johannesburg.
What gave you the courage to follow your dreams?
Having worked as an IT Network Administrator & Engineer for more than 6 years, I knew deep down that sitting behind the computer wasn’t my calling. I had to come to terms with the fact that I wasn’t cut out for the rat race. Everything got to a point where it was redundant, repetitive and less challenging and all of that was suppressing the real me for the sake of ‘making it’ in the corporate world. I took myself in a process of deep soul-searching and it dawned on me that I wasn’t living or pursuing my dream. I needed to share my talents with the world, so I dived in the deep waters and learnt to swim along the way. I dared myself, sacrificed a good salary, good company benefits for the sake of following my heart and my dreams. It hasn’t been a smooth journey but it is well worth it. The last thing I wanted was to wake up at age 50 regretting why I didn’t listen to my heart when it spoke to me.
What do you have to say to people who wish to go out on their own and follow their dreams?
Find out where your passion lies, have a vision for your life and start gravitating towards that. Have daily goals, monitor how and with whom you spend your time. Great successful men and women didn’t magically wake up one day and found themselves successful, they worked hard and sacrificed a lot. They did the things that most people weren’t willing to do all because they had a vision for their lives. Look for mentors, advisers, and people who can influence you positively. Affiliate yourself with people who are focused, purpose-driven and are willing to be a part of your story. Above all else, believe in yourself and know that God is there! In the immortal words of the late Dr. Maya Angelou, “Dare to follow your dreams.”
What is your most memorable moment since the beginning of AzaniaZulu?
Participating at this year’s Easter Rand Show in Nasrec and getting instant feedback from the customers has got to be one of the most memorable moments. The energy, the beauty of it all is deeply etched in my heart. Also one of the sweet, memorable moments was when we had a photoshoot with a Canadian poet & artist, Ian Kamau.
What do you do to relax?
Since the business is still in its infancy I hardly have time to relax but now and then I play board games with friends, go to art markets and chill at the park.
What are your hobbies?
Travelling, reading, crocheting, taking photos and making healthy smoothies.
Worst and the best thing about the industry?
I’m still new in the industry but my observation has been that the worst thing about it is that others can steal your designs and change them slightly to suit their collections. The best thing is that it is so competitive that one is kept on their toes all the time.
Which do you love the most: photography, travelling, writing or designing?
Definitely travelling. Through it I get to explore, to connect with Nature and God. I get to learn about other people’s cultures and way of life. It’s amazing.
You have travelled all over Africa but which was the best place you have travelled to and why?
I am passionate about the African continent, what started as a mere trip to Mozambique ended seeing me backpacking to as far as Egypt, my favourite destination so far. If there’s one thing that can be said about Egypt is that it is magical, it caters for an Ancient History lover like me and being there is like having access to the ancient world. I will never forget the first time I gazed and marvelled at the mighty, monumental, man-made mountains i.e. The Pyramids of Giza. I got to go inside one of the pyramids in Dashour, I rode a camel for the first time, sailed the longest river in Africa – Nile River, I visited the famous Alexandria Library, had Nubian Food under the luminous African Sky and made friends with people from different parts of the world. This experience was somehow an affirmation of St. Augustine’s quote that “The World is a book and those who do not travel, read only one page.” If you’d like to check more of my travels, please visit www.azaniazulu.com/travel. I am busy writing a book about my African travels, which I plan to use as a way to encourage others to explore our wonderful continent.
How can consumers get your products?
Through the website www.azaniazulu.com/shop, also through the social media networks: Facebook www.facebook.com/AzaniaZulu and Twitter @AzaniaZulu. They can contact me directly on 072 373 6910 or sindib@azaniazulu.com to place orders.
What is next for AzaniaZulu?
Launching the brand countrywide and also continent-wide.
Please tell us a little more about your other ventures?
AzaniaZulu Photography offers photography services for events, weddings, portfolios, fashion shoots, kid’s parties, etc. Please check www.azaniazulu.com/photography. AzaniaZulu Travel offers Africa-centered travel advice, www.azaniazulu.com/travel.
Growth is important in any aspect of life, what fuels your growth?
My hopes and dreams. They are so big enough that every time I feel stagnant, I remind myself of the long journey before me. I always weigh myself against people whose traits and character I admire and whose accomplishments I would like to emulate; this keeps me on a constant evaluation of the self and propels me to grow.
What do you wish to accomplish with your success?
To Rebuild Africa.
How would you like to be remembered?
I want to be remembered as the one whose life benefited others and whose deeds showed that through perseverance, courage and dedication, everything is possible.
To view a gallery of some of the AzaniaZulu designs, click here
