Highlife clothing brand defines urban lifestyle
Boikanyo Mathonsi | Tuesday July 2, 2024 09:22
Born out of passion and perseverance, Highlife has quickly become synonymous with urban lifestyle representation in Botswana. In a candid and exclusive interview with Showtime, Kebinakgabo reminisced about the challenges of starting the brand while juggling a modest income as a university student. "By the time of coming up with the idea for the project, capital was limited. I had to make sacrifices and deprive myself of some things to get intellectual property officially registered and secured," he recalled. Furthermore, Kebinakgabo emphasised that what sets Highlife apart is its commitment to local manufacturing. "We manufacture our products locally in our workshop; we do not outsource, instead, we create and communicate a basic street and urban lifestyle right here in Botswana," Kebinakgabo remarked.
Kebinakgabo said despite the initial hurdles, Highlife has garnered significant attention, thanks in part to strategic use of social media. "Social media has played a pivotal role in our growth and exposure, it is our main way of reaching customers locally and abroad," he acknowledged. The brand's success has not gone unnoticed. In 2022, Highlife clinched the 'African Social Entertainment Awards' for Best Clothing Brand, triumphing over competitors from South Africa and Nigeria. Kebinakgabo attributed the achievement to 'sustainability and consistency,' values that he says are crucial in building a loyal customer base. Looking ahead, Kebinakgabo outlined ambitious plans for expansion. "Our current plan is to grow our distribution and supply chain. We aim to open retail stores in the future to cater not only to Batswana but also to Africans across the continent," he revealed. Moreover, Kebinakgabo said collaborations have been instrumental in Highlife's journey. He highlighted partnerships with influencers like Victor Nkoba and Pxnch Magezza, as well as collaborations with notable figures such as Ozi F Teddy and ManeDilla. "These collaborations help us reach a diverse market and strengthen our brand presence," he explained.
As Highlife gears up for its anticipated Spring Summer Collection for the 2024/25 season, Kebinakgabo shared his excitement. "August 2024, we are dropping a very huge and interesting collection. It is a must-get," he teased. Kebinakgabo says Highlife's journey from a small workshop in Botswana to international recognition exemplifies the power of passion and persistence in turning dreams into reality. As he aptly put it, "pressure is less important than progress."