HAPPYVILLE – ALWAYS A HAPPY ENDING
About Happyville
Happyville, is a Johannesburg based in Maboneng clothing brand established in 2017, founded by Lebohang Serame and Xola Mda. The inspiration behind the name and idea of the brand came from paying homage to where they were raised (In Rockville, Soweto). Through clothing, they represented a form of street culture maintaining it’s roots in the aesthetics of Kwaito from the late 90s to the early 2000s.
Happyville also represents South African youth culture, enticing kids who would like to educate themselves about street culture, taking knowledge into creating brands that could get recognition internationally. Happyville “represents those who dare to dream and make their dreams come true putting them in a space we call Happyville” Lebohang says.
How the pandemic has impacted the Fashion landscape for brands like Happyville
With more to say, Serame speaks about how the Fashion landscape changed things for African brands during Covid-19. With local clothing brands struggling through some unforeseen challenges during the national lockdown and global pandemic, this gave Happyville the advantage to focus on the audience spending time on social media and internet looking for something new. Africa has become that “something new” that they’re looking for and the world is starting to look at Happyville’s streetwear culture as something more.
Although, Happyville has never released a full collection, the brand still intends to work on one for this year. With the following released Happyville designs, “we can’t say too much but all we can say is that it’s going to be worth it” Lebohang Serame speaks about.
This brand was intended to communicate with the youth and street culture across the world, fulfilling the dreams of Lebohang, giving young people belief that anything is possible and anything can happen. This goes to show that you go from hanging out every Saturday at Braamfontein corners, studying local and overseas street culture with your friends to slowly becoming one of the individuals we’ve always aspired to be.
Where you can buy Happyville's latest releases
To find out more about Happyville merchandise and upcoming collections, you can visit their online website at: www.happyvilletsore.com
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