“Being Rebellious Over Konforming to Expectations.”
This is the mantra that defines the essence of the BROKE brand. It serves not only as an acronym for their brand name but also as a succinct expression of their image and ethos.
Born from humble beginnings, this brand has transcended its origins as a mere streetwear label to becoming a cultural phenomenon, a community for the misfits and rebels of society. BROKE has carved out a niche for itself, celebrating the spirit of defiance and the pursuit of dreams against all odds.
Read More | Boys of Soweto: From the streets of SA to the runways of Russia
The genesis of BROKE
The story of BROKE is one steeped in real-life experiences, inspired by a group of friends who dared to dream big despite facing adversity. Conceived in 2016 by a collective of high school friends, siblings, and kindred spirits from the township, BROKE emerged from the shared struggles of its founders.
Despite their financial limitations, they were determined to infiltrate the affluent streets of Cape Town. Their journey was driven by a profound sense of purpose—to create representation for people from townships within the city's cultural landscape. Through perseverance and resilience, they fought tirelessly to carve out a space where their voices could be heard and their experiences could be celebrated.
As Andile Dlamini, the creative director and head of design, recalls, "We were actually a group of friends that were really broke. We were trying to make the most out of what we had."
Commonly known as the 'Original Kaapstad Pantsula,' Andile Dhlamini joined forces with his buddies: Mzwandile Sithole, also known as International Pantsula, who serves as their in-house DJ; Sindiso Tshuma, aka Insert Coinz, who doubles as a DJ and heads their in-house record label; Hlumelo Gosa, known as Rosco Steazy, a talented DJ and producer; Akhona Beja, known as IamSlolo, who takes on the role of brand manager; and Simbongile Bino, the events coordinator.Little did they know, this collaboration would evolve into something far greater than any of them could have imagined. These six core members between the ages of 25 and 30, brought their unique talents and expertise to the table, and transformed BROKE from a simple customised t-shirt brand into a cross-cultural creative agency of immense influence within the fashion, music, and events space.
The iconic BROKE cap
One cannot speak of BROKE without mentioning its signature baseball cap— a symbol of identity and belonging within the BROKE community. A simple, yet authentic six panel twill cap with the letter ‘B’ embroidered on it. Originally conceived as an entry-level product to make the brand accessible to all, it has since become an iconic emblem of the BROKE ethos.
From a fashion movement to cultural collaborations
While fashion may be at the heart of BROKE, its influence extends far beyond the realm of clothing. With each collection, BROKE seeks to tell a story, drawing inspiration from life's myriad experiences.
Read More | Elaine shines bright at Cotton Fest
As Andile explains, "I'm inspired by life. Take, for example, our latest collection with Old Khaki. It was inspired by my friend’s ex who once said they hate dating creative guys because all they do is wear baggy pants and hoodies." This encounter prompted a departure from BROKE's typical playful t-shirts and hoodies, culminating in a more refined and mature collection.
In addition to their sartorial endeavours, BROKE has forged strategic partnerships, such as their collaboration with brandy distiller, Klipdrift. When asked about the genesis of this alliance, Andile explains:
“Klipdrift reached out to us because they were keen on tapping into the youth market, and they recognized that partnering with us was the ideal way to achieve that goal. After discussions and brainstorming sessions, we collectively conceived the idea of an event series called Between Friends. This collaboration not only allowed us to leverage each other's resources and expertise but also enabled us to expand our footprint into different markets.” They had one of Amapiano's trailblazers, Kabza de Small headline at the event.
Another notable collaboration saw BROKE teaming up with Klipdrift and Cotton Fest, where they brought the festival back to life. At the event, they erected a pop-up version of their renowned BROKE Klubhouse, a flagship store currently only situated in Cape Town. This dynamic space seamlessly transitions from retail during the day to a vibrant bar by night.
Having personally experienced the Klubhouse at Cotton Fest, one thing I can say about these boys is that they really know how to throw a party!
Despite its meteoric rise, BROKE has not been immune to challenges. From funding constraints to access to resources, the journey has been fraught with obstacles. Yet, it is precisely these challenges that have fuelled BROKE's determination to succeed. As Andile reflects, "A big part of what keeps us going is the love, support, and backing that our community gives us. It’s truly overwhelming sometimes." He also expresses immense joy at how the success of the brand has enabled them to provide for their families.
As BROKE continues to evolve and expand its reach, the future holds boundless possibilities. With dreams of a Europe tour and plans to open a BROKE Klubhouse in Johannesburg, the journey is far from over.
