Posted on Leave a comment

KwaDukuza woman designs jeans for the African woman’s figure

KwaDukuza woman designs jeans for the African woman’s figure

Phumza Sokhetye came up with an innovative jeans brand for pear-shaped women. Phumza Sokhetye has always been more on the academic side of things, but her idea for jeans that fit the pear-shaped South African figure has turned into a promising business venture. “It’s an innovative brand for pear-shaped woman,” Phumza said. “Typical African women are very large at the hips but have a small waist. “Because of that body shape they cannot fit into the British and American jean sizes. “Retailers are battling to cater for this market segment.” The former Durban University of Technology (DUT) clothing management lecturer did her Masters of Applied Arts in Fashion at DUT in collaboration with Hong Kong Polytechnic University, because she could not get a supervisor in South Africa due to the very specialised field. As part of her studies, Phumza used a 3D body scanner to collect data on pear-shaped women so that she could create the perfect jeans to fit the curvy figure. But then she needed to find a manufacturer. That’s when she pitched her jeans brand, called Curvindiks, to Ballito resident Gary Walters-Girout of Kingspark Manufacturers, who loved the idea and took Phumza on as 51% owner of the company. The company has existed for 30 years, and Phumza has been on board for the last three years. Their goal is to create 1000 jobs, but right now they are looking for much-needed funding. To sharpen her business acumen, Phumza is now doing a PhD in business administration through DUT. She has an affinity for cars and enjoys test driving them in her free time. Kingspark Manufacturers are currently in talks with The Foschini Group (TFG) about supplying them with the jeans. “These jeans will be in stores within a year,” Phumza said confidently. She also said that she’s learned a lot from Walters-Girout and is blessed to have him as a business partner.

KwaDukuza woman designs jeans for the African woman’s figure

Leave a Reply