South African fashion designer Thebe Magugu is once again bringing his creative vision closer to home, with a collaboration with Woolworths that places local design and heritage in the spotlight.
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The partnership comes as South Africans prepare to celebrate Heritage Day on 24 September, a national holiday dedicated to the country’s diverse cultures, traditions and shared identity. Woolworths describes Heritage Day as an opportunity to celebrate South Africa’s rich and varied cultural heritage.
A celebration of local creativity
Thebe is known for creating fashion that draws heavily on South African history, culture and personal storytelling. His work often takes elements of heritage and reinterprets them through a contemporary fashion lens.
His latest work continues that approach, with the designer’s current collections drawing inspiration from his Sotho ancestry and African heritage. His Mafeteng capsule, for example, is inspired by his family’s Sotho roots and reimagines the sculptural qualities of the Basotho blanket through contemporary silhouettes.
The collaboration with Woolworths also builds on a relationship that goes back several years. The retailer previously worked with Thebe through its StyleBySA initiative, which aimed to make South African designers more accessible while celebrating local creativity. Woolworths has described the initiative as part of its commitment to creating platforms for local designers and telling more South African stories through fashion.
Thebe’s relationship with Woolworths has also been significant in his career. In an interview with News24, the designer recalled being approached by the retailer to collaborate through its Style by SA initiative. One of the resulting pieces, from his Home Economics collection, later became part of the collection at The Metropolitan Museum of Art’s Costume Institute.
Also see: Thebe Magugu Transforms Cape Town’s Mount Nelson into an Afro-Modernist Luxury Haven
Fashion with a sense of heritage
For Thebe, fashion has long been a way of preserving and reinterpreting culture rather than simply creating clothing.
His work frequently explores South African identity through references to history, family, tradition and everyday life. His official website currently features collections inspired by Sotho heritage, including the Mafeteng capsule, as well as pieces referencing different South African cultural traditions.
The designer has previously described his approach as wanting to showcase African culture and history with nuance, while creating garments that can exist within a global fashion landscape.
That balance between contemporary style and cultural storytelling makes a Heritage Day collaboration particularly fitting.
Woolworths has also continued to position itself around South African design and local creativity. The retailer has worked with several prominent local designers over the years, including Thebe, as part of efforts to support and showcase home-grown fashion talent.
As Heritage Day approaches, the collaboration offers another reminder that South African heritage can be celebrated not only through traditional customs and food, but also through fashion, design and creative expression.
THEBE MAGUGU x WOOLWORTHS
Introducing the Thebe Magugu x Woolworths Heritage collection.
Now available at https://t.co/drHGubyUYB pic.twitter.com/xgv6fzYAFx
— Fashion MOEments (@FashionMOEments) September 10, 2026
Also see: Thebe Magugu Dazzles on Stage with Lauryn Hill and Wyclef Jean at DStv Delicious Festival
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