Thebe Magugu Heirlooms Are Back In Fashion
Subtext is the secret weapon Thebe Magugu uses to embrace the wider world. The South African-based designer launched his Heirloom Project last fall. His idea was based upon a customisable wax print blouse that fashioned a sense of familial pride to every client. Counting Michelle Obama, Cynthia Erivo, Young Stunna and Jordan Roth among customers who imprinted their personal genealogy onto wax print blouses has inspired a new edition, called Heirloom II, of Magugu’s distinct sincerity.
This time around the Heirloom Project’s general idea remains the same: customers still upload an image of their beloved family member, chosen family member or pet. Next Magugu will still imprint that image onto a unique item. Heirloom II simply expands on the product range a bit. Edition II includes customisable items like pyjama-collared shirts, straight fit trousers with elastic waistbands and the likely top-seller, a tote bag in four Magugu-friendly colourways — Kiwi Green, Vanilla White, Blueberry Navy and Strawberry Red, think of Thebe Magugu’s ‘Exotics’ collection for this option.
An added bonus to Thebe Magugu’s brand of sincerity — literally wearing a cherished family member on your sleeves — is the philanthropic result. Selecting Strawberry Red, a collaborative colour with Bono and Bobby Shriver’s (Product) RED organisation, allows proceeds to benefit ongoing AIDS treatment, care and prevention across several African countries. ‘It is extra special that this project also gets to contribute to (RED)’s critical mission of fighting AIDS through the power of fashion,’ Magugu said. ‘I have seen the effects of HIV/AIDS up close, having lost family members to it, and watching others managthe condition, I am personally invested in this cause. Being in South Africa, we have one of the highest rates in the world.’
Through Thebe Magugu’s Heirloom II, the practise of nostalgia becomes an honourable social attitude shift to represent people who helped shape who we will become. Heirloom Project orders crashed the Magugu website last time so move quickly. The project is still only available on www.thebemagugu.com from 1 August to 1 September.