Sept 2023 2nd edition

NOVA Clothing: Fashioning a new brand

Lindelwa Fuku-Manjiya

When Mmuso Pherane was growing up he could not afford branded clothing he loved. Now, the 32-year-old from Bethulie in the Free State has his own brand of clothing called NOVA Clothing.

Fashioning a new brandPherane started the NOVA brand as soon as he finished matric. He had his favourite slogan “Mati Bona Ke Mang”, which translates to “Friend, look who it is”, printed on a T-shirt and it proved to be very popular. Pherane then realised he could generate an income with his designs.

He started his business in 2014 and by the following year business was booming thanks to the support of the community and people in surrounding areas.

“I saw that there are people who have their own brands and that’s when I started the business. Fortunately, my community has supported me,” he said.

NOVA Clothing has a variety of options for all seasons, including caps, hats, T-shirts, vests, shorts, sweaters, hoodies and tracksuits.

Pherane currently employs two people, an assistant and a graphic designer.

He was fortunate to have attended training arranged by the National Youth Develop Agency (NYDA), which equipped him with skills to run his business.

Pherane said he would like to grow his business further and offer customers more products.

“One of my biggest challenges is raising capital for the business. It would be great if I could get some funding. Businesses like mine, which start in small townships, need funding to build something that is sustainable.”

He added that entrepreneurs need more than just financial support.

“I already have a brand but I need assistance in attaining quality fabric,” Pherane explained.

Pherene has also tried to grow the footprint of his business but so far has not had the opportunity to supply his brand to national outlets.

“For now, my brand is available in my community, Aliwal North and Bloemfontein. I am also available on Facebook and are able to courier across the country,” he said.


For more information on NOVA Clothing, contact Pherane on Facebook: Mmuso Pherane

To find out more about the NYDA call: 0800 58 58 58 or visit:

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