From university students with a vision to a streetwear brand celebrating South African cultural identity, Neo Selemela and Wandile Leeu are putting African heritage at the heart of contemporary fashion.
Johannesburg is a city of ambition, diversity and endless possibilities. It is a place where people from different backgrounds converge, bringing their dreams, identities and creativity into a shared space. For fashion entrepreneurs Neo Selemela and Wandile Leeu, this vibrant city became the inspiration behind a brand that celebrates the richness of South African culture through contemporary streetwear.
As co-founders of I RUN JHB, Selemela and Leeu are challenging the boundaries between traditional African culture and modern urban fashion. Their vision is rooted in a simple but powerful idea: African cultural identity should not be confined to traditional ceremonies or historical narratives. It can be worn, celebrated and expressed every day.
Through their signature concept, UMSWENKO, the duo is creating a distinctive fashion identity that brings together indigenous cultural aesthetics, township street trends and contemporary global influences. The journey began while the two were students at the University of Johannesburg. Rather than limiting themselves to the academic experience, they were determined to pursue something beyond the classroom, something that would allow them to explore their creativity and build a future of their own.
“We did not want to be students but rather have something we were pushing outside of the school’s curriculum,” they explain.
That desire to create something meaningful beyond their studies became the foundation of I RUN JHB. The idea was also driven by an opportunity they recognised within the fashion industry. While South Africa is home to a rich diversity of cultures and distinctive traditional aesthetics, the founders identified a shortage of African-inspired traditional culture streetwear.
They saw an opportunity to bridge that gap by creating clothing that celebrates cultural heritage while remaining relevant to the tastes and aspirations of young people. What began as a student-driven creative pursuit soon developed into a brand with a broader cultural vision.
Two creatives, one shared vision
Behind I RUN JHB are two individuals whose complementary roles contribute to the brand’s identity and direction. Wandile Leeu leads the design process, serving as the head of design and bringing the brand’s creative ideas to life through its garments. Neo Selemela takes on the role of creative director, overseeing the business and guiding the overall creative direction.
Their partnership reflects the importance of collaboration in building a fashion brand, where design, business strategy and creative vision must work together. However, establishing a brand while still studying was not without its challenges. The founders had to navigate the realities of entrepreneurship with limited resources and little formal knowledge of the fashion business.
They lacked the capital investment needed to establish the business on a stronger financial footing and had to rely on their own pocket money to fund the brand. For the young entrepreneurs, the experience became an introduction to the realities of building a business from the ground up. Their journey highlights the determination required to turn a creative idea into a sustainable enterprise, particularly for young people entering an industry where resources and opportunities can be difficult to access. Yet their commitment to the vision remained central to their journey.
At the heart of I RUN JHB is UMSWENKO, a South African streetwear movement and an expression of dressing well. For the founders, Umswenko represents more than clothing. It is a way of ensuring that culture is represented through fashion, allowing people to express their identities through contemporary style. The brand draws inspiration from South African traditional cultures and township street subcultures, using these influences to guide its aesthetics and designs.
From the distinctive cultural fabrics associated with different communities to the fashion expressions that emerge from township life, I RUN JHB embraces the diversity that makes South African fashion unique. The brand’s cultural inspiration spans isiZulu, isiXhosa, isiSwati, isiNdebele, Sepedi, Sesotho, Setswana, Xitsonga and Tshivenda traditions. Its approach also recognises the influence of township movements such as amapantsula, amatariana and izikhothane, whose distinctive styles have contributed to the country’s street culture landscape.
For I RUN JHB, these influences are not simply visual references. They form part of the cultural foundation upon which the brand is built. The founders explain that traditional culture and township subcultures naturally guide their creative process. However, they also recognise the importance of understanding the evolving fashion landscape.
Their approach is guided by the brand’s ethos while remaining attentive to global fashion trends. “Our aim is to make African cultures cool and relevant to the youth,” they explain. This philosophy reflects a broader ambition to create fashion that resonates with a generation that is proud of its heritage while embracing contemporary influences. By bringing cultural aesthetics into modern streetwear, I RUN JHB seeks to create a space where young people can celebrate their identities without feeling disconnected from the global fashion conversation.
Johannesburg: The city that inspired the dream
The name I RUN JHB carries a strong connection to the city that inspired the brand. Johannesburg, often celebrated as the City of Gold, is known for attracting people from across South Africa and the African continent. It is a city shaped by ambition, opportunity and the determination of people pursuing their dreams.
For Selemela and Leeu, Johannesburg represents the spirit of the dreamer and the hustler. The city brings together people from different cultural backgrounds, each arriving with aspirations and a desire to create a better future. This diversity became a central inspiration for the brand.
I RUN JHB reflects that spirit by celebrating the different cultural identities that coexist within Johannesburg and the wider South African landscape. The founders’ vision is to create a brand that represents a city where African identities meet, where cultures influence one another and where creativity continues to evolve. In this sense, I RUN JHB is not simply named after Johannesburg. It embodies the city’s energy, ambition and cultural diversity.
Over the years, I RUN JHB has continued to build its presence within South Africa’s creative and fashion industries. The brand has showcased at Back to the City Festival in 2012, 2013, 2014, 2018 and 2019, as well as Basha Uhuru in 2017 and 2018. It was also recognised by Design Indaba as one of the Top 40 Emerging Creatives in 2018, a milestone that holds particular significance for the founders.
For partners, being acknowledged by a respected creative platform was more than an achievement. It was a moment of validation that reinforced their belief in the brand and the direction they had chosen. “Being recognised by the creative sector really meant a lot to us. It served as a validation that our dreams are valid and we are on the right path,” they share.
The brand’s exposure has also extended beyond South Africa through its garments being worn by local and international celebrities. According to the founders, this visibility introduced I RUN JHB to new audiences and opened opportunities to reach different markets across the globe. Such recognition demonstrates the potential of South African streetwear to connect with audiences beyond its immediate cultural context, while remaining rooted in the identities and influences that inspired its creation.
Making African culture relevant to the next generation
I RUN JHB’s journey speaks to the possibilities that emerge when young creatives identify an opportunity and commit themselves to building something of their own. What began as a project between two university students has grown into a brand with a distinctive cultural identity and a presence within South Africa’s fashion and creative spaces.
Through UMSWENKO, the founders are contributing to a conversation about how African culture can be represented in contemporary fashion, how township influences can shape design and how young people can engage with their heritage through everyday expression.
Their story also highlights the importance of creating opportunities for young entrepreneurs to explore their creativity beyond traditional academic and career pathways. For Selemela and Leeu, fashion is a platform through which culture can remain visible, relevant and connected to the aspirations of a new generation.
As Johannesburg continues to inspire dreamers and creatives from across the continent, I RUN JHB carries that spirit into its designs, celebrating the diversity of South African identity through a contemporary streetwear lens. The brand’s journey reminds us that sometimes the most meaningful creative ideas begin with recognising what is missing, believing in a vision and having the courage to build something different.
I RUN JHB is embracing the culture, redefining the style and bringing African identity into the future of streetwear.
Imbizo Magazine — Embracing Culture, Inspiring Creativity.
