Toy designer and creative storyteller Sanele Qwabe doesn’t chase trends. He follows feeling. The Durban-born artist and founder of Kind Kid Company is the latest collaborator to take centre stage in Archive’s ongoing Artist Project – a platform spotlighting SA’s rising creative voices. His latest work, launched alongside Archive’s AW25 campaign Imagination Meets Creation, includes a new apparel range and four limited-edition toys inspired by the collection’s Pantone colour palette.
But if you ask Qwabe what the project means to him, he doesn’t rush to talk about the pieces. Instead, he starts with gratitude.
“It was phenomenal,” he says of the experience. “I’m really grateful for the opportunity, but most of all, I want to shine a light on the team – the people behind the graphic design, the set design, the whole production. They did an incredible job. I’m speechless.”
We caught up with Sanele to find out what the experience has been like:
10and5: How did you decide what to create? Tell us about that process.
Sanele: It was a little bit challenging because there was no set theme. It was just, “Do what you feel right now.” At that moment, I was reminiscing about the time I used to play marbles with my friends. I even went to the store to buy a marble, and just holding it took me back. So I thought, “I need to do something with this,” because it holds so many memories, not just for me, but for so many people. A lot of people can relate to that.
From there, I was already in talks with Rash. We had a couple of meetings, and then I met the whole team to discuss how we were going to do this. Initially, we planned for February, but it didn’t work out because we were coming off December and everyone was on holiday. So we pushed it to March, and I’m glad we did because it turned out even better.
From that point on, we discussed colours, how many pieces we wanted to do, and which stores they would be in. We’re still planning for Sandton and Gateway in Durban. I’m really excited about the Gateway launch because I’m from Durban, and my family is excited too, they’ll actually be able to go to the store and see the work in person. They couldn’t make it to Cape Town, so this means a lot.
10and5: What do you hope people will take from this project?
Sanele: I don’t know—I don’t want to hold that responsibility. I just do what I love. If people like it, I’m happy. If they don’t, I’m still happy. I don’t want to put any expectations on it or on myself. We put in a lot of work, and however people receive it, that’s up to them.
10and5: Which of your creations are you most proud of?
Sanele: Honestly, it’s weird because the more I make, the more my latest project becomes my favourite. Whether it’s Archive or that KFC situation, I’m always excited to improve. If I’m making a toy now, I know the next one will have lessons and improvements—whether in design or storytelling. I don’t really have a single favorite piece. I’m always looking forward to the next one.
10and5: What’s next for you?
Sanele: I prefer not to say what’s next because I don’t want that pressure or those eyes on me. I like to create without any external expectations. But I can say we’ll be at Comic-Con in Cape Town from May 1st to 4th, and I’ll be releasing some new pieces. So yeah, cool. Thank you.
Launched in March 2025, Sanele’s collaboration with Archive marks the second edition of the Artist Project—a growing initiative designed to celebrate and support local creatives across South Africa. The release includes a capsule apparel collection and four exclusive Kind Kid toys. You can shop them here.
With future launches planned in Durban and Joburg, and Comic-Con on the horizon, it’s clear Sanele’s playful universe is only just beginning to expand. Whether it’s a marble from his childhood or a drop of paint on a prototype, his creative process remains deeply personal and proudly South African.
– Check out Kind Kid Company’s site.
– Shop Sanele Qwabe’s Archive collection here.
– Follow Sanele Qwabe on Instagram.
