This is the official “I Love Soweto” campaign, which is a creative collaborative project by the youth of Soweto. It’s all about making the people of Soweto be proud of their hood and suburb. Also the focus is not on the World Cup but on the multi-facade’s of Soweto.
Thesis Concept Store was established in 2007 as an indie-alternative-lifestyle and fashion store deep in Soweto. The concept store needed a market that-back then-was nearly nonexistent as a group but as sporadic individuals spread across the hoodburb. After two years of surviving without the obvious visibility of its customers the concept store took initiative to bring the marooned creatives together with Thesis Social Jam Sessions, a music drenched event every first Sunday on the month where creatives meet to socialize and later collaborate to produce stunning creations of work. The exact scope of work that emanates from these sessions is unknown or the number platforms and mediums it featured over the years to this day. The reason for this unknown is that creatives take it upon themselves to create together all from meeting at the sessions. With that said, one can rest assured that the spread and influence of THESIS as, a movement, in three years has transcended beyond known perimeters which is what alternative living should be.