WORDS Michaela Stehr PHOTOS Supplied
The journey of thread began locally for designer Tshepo Mohlala, and is meticulously sewn through an international network of denim. This story was the concept behind the Tshepo store in Hyde Park Corner.
Specialising in bespoke and custom denim, Tshepo Jeans has built a devoted following around the globe since its launch in 2015. And the brand’s new Hyde Park Corner store features a mirrored storefront with a circular entrance, alluding to passing into another dimension rather than a standard retail shop.
“We wanted every touchpoint in the store to act as a storytelling platform, so we aim to transport people into the Tshepo world as soon as they enter the space,” says founder Tshepo Mohlala. “We wanted to create something extraordinary.”
“The brief was to create a store that told Tshepo’s story – an experiential store, pushing interactive and visual design,” explains Asher Marcus of store designers Hubo Studio. The wide-ranging narrative of Tshepo denim – from the origins of the material in Zimbabwean cotton fields to products reaching international shores – is explored throughout. A laser- cut world map sits prominently on the main wall, with five locations highlighted, and the network indicated via a thread artwork by local artist Usha Seejarim.
“It’s a story of young South African entrepreneurs creating a dreamland while translating the brand into a spatial experience,” says Asher. Using tactile materials, Hubo Studio aimed to build an immersive experience that extends far beyond a basic consumer store concept. There are 27 000 wooden panels on the walls, evoking a feeling of nature and comfort while tipping a hat to Tshepo’s original Victoria Yards atelier.
“Meshed into the story is the influence of three strong women, represented by three steel sculptures that are placed to simulate a coronation ceremony,” says Asher. “Each pair of legs punctures the ceiling and creates the illusion that the structure continues into another realm. The surrealism of the cotton- bud clouds and sky wallpaper on the ceiling provides additional commentary on the possibilities of interpretation and the versatility of the textile. Tshepo’s story is one of an interconnected world that relates to the three women who have inspired and supported him.”
The combination of people, countries and ideas turns the store into an experiential modern museum of denim, while also telling the story of Tshepo’s rise to success, his past, and his plans for local fashion.
