The Johannesburg-based clothing brand Happyville has partnered with Johnnie Walker Blonde (JWB) in an innovative move that merges whisky and fashion.
Founded in Rockville, Soweto, Happyville has made waves in the industry with its unique blend of global street culture and SA aesthetics.
Co-founder Lebohang Serame (27) established Happyville in 2017 while studying film and TV production at Oakville College. Joined by business partner Fargo Seremane in 2020, the brand has grown significantly.
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Serame attributes Happyville’s success to its distinctive identity, shaped by international and local trends.
A new chapter for Happyville
“What attracted Johnnie Walker to us were our designs and events, like our pop-up experience – Friend of the Ville.
“Our designs resonate with local and international markets, making us an attractive partner for JWB,” Serame explains.
Drop culture and exclusive collaborations
The partnership marks Happyville’s entry into the vibrant realm of drop culture. It included a rollout of the limited-edition jacket collection, which sold out in two weeks, and embodies the spirit of innovation and creativity shared by both brands.
“Drop culture sparks excitement and drives conversation. Our collaboration brings together two brands sharing a passion for pushing boundaries,” Serame notes.
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Redefining fashion and whisky
The collaboration jacket collection combines bold fashion with sophisticated whisky aesthetics.
This groundbreaking partnership puts Happyville on a new level, with well-established brands recognising its value.
“We are thrilled to be part of this collaboration. As we explore new possibilities, we will continue redefining the intersection of fashion and whisky,” Serame says.
Through this collaboration, He said they also want to show a black child it is possible and that anybody from the township can achieve their dreams.
Future plans
Happyville will continue to host Friends of the Ville and make it accessible to other provinces and places as it grows.
