The Ninevites Gang – Nkuli Mlangeni, Uma Ramiah and Leila Khalifa – have stolen the classic T-shirt design, have made it bigger, shapeless, have updated the fabric and added details to turn it into something fresh. They’re also inviting you to witness the results of their theft at the “Same Old Shirt Collection” launch in Cape Town on the 13th of December.
The collection is informed by Basotho culture and style, and the gang along with filmmakers and photographers Johno Mellish and Kent Andreasen recently missioned to Semonkong, Lesotho to shoot the brand campaign.
Semonkong is a place of roots and inspiration for Ninevites designer Nkuli Mlangeni and it was on location there that they found beautiful people in the village to model the collection and mountains to use as their backdrop. The team also spent time with elders and captured them on video reciting izithakazelo zabo.
Now, back in Cape Town, they’re throwing a party. All the creative work from the trip will be on display on the night.
open house begins at 17:30
food, drink and monate fela
Poster design by Andre ‘ZoOm’ Anderson
Here’s a sneak peek of the incredible campaign shot by Kent with make-up by Roxanne Wentworth:
The Inspiration behind The Ninevites:
The Ninevites Gang formed in the late 19th century when a group of South Africans longed to break away from injustice and establish a new era and way of living. They were led by a young Zulu man from Natal called Mzuzephi Mathebula, alias ‘Nongoloza.’ At a young age, Nongoloza was falsely accused of a crime and faced years of indentured servitude. With nowhere to turn, he joined up with other like-minded, young South Africans and The Ninevites were born.
They took their name from the biblical Ninevites. In both contexts, the groups are portrayed as anti-establishment, revolutionary and misunderstood.