The clothing produced under the Loxion Kulca label seeks to project “street feel” and initially involved clothing with a loose fit

Loxion Kulca

The Loxion Kulca brand offers a case study of a radically different character to

that of either Sun Goddess or Stoned Cherrie. What is distinctive about Loxion

Kulca is that it is an enterprise that is centrally focused on brand construction and

232 URBAN FORUM

development rather a direct focus on design, production and distribution processes.

The Loxion Kulca label was established as recently as 1999 and presently is

owned jointly by Sechaba Mogale and Wandi Nzimande, both of whom were

born in 1976, the year of the Soweto uprising. Close school friends, at age 24 the

two founders, with no formal education in fashion, were looking for ways to

make money in the late 1990s. As representatives for a fashion business known

as ‘Fashion Fever’ selling hats their awareness developed of the importance of

branding. The pair wore crocheted close-fitting skull caps and local people began

asking them where these caps could be purchased. This provided the impetus

for the two partners to encourage friends and family and others to produce the

hand-knitted ‘beanies’ which were sold either out of plastic bags or car boot.

An important turning point in the growth of the enterprise was the taking-on

of a white business partner, a former successful clothing manufacturer, who assisted

the two black entrepreneurs to grow Loxion Kulca into a mass market

brand. The brand collection diversified from the initial focus on hats into urban

street-wear, mainly of denims, printed T-shirts, and sport shoes and later to include

branded overalls and men’s suits (Nuttall, 2004). The clothing produced

under the Loxion Kulca label seeks to project “street feel” and initially involved

clothing with a loose fit with pockets “in the right place’ for keys or cell phones.

Marketing was a critical factor for the early success of Loxion Kulca as the clothing

label was surrounded by kwaito and hip-hop music and street culture (art and

graffiti) that allowed the brand to capture and retain ‘street cred’ (Rubin, 2003).

The name Loxion Kulca was created out of the belief of its designers that

urban locations or townships (Loxion) were similar in their cultural vibe (Kulca).yanzic0626.

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