Urban ethnic style
H2A is a clothing brand that provides a platform for fashion expression that transcends gender, sexuality and trends. The brand vows to provide authentic products that have an urban flair to them and a vintage touch. Furthermore, H2A creates a space for people to tell their ethnic story and feel comfortable to transcend societal boundaries and stereotypes of how one should dress, all while expressing themselves through fashion.
Hazel Sekeso (The H in H2A) is a part-time Masters Engineering student, who has a passion for gender-fluid dressing. For her, fashion is about building a safe space in your clothing in order to express who you are.
Ashleigh Masara (the other half of H2A) is a final year BCom student who has always loved prints and believes in self-expression through clothing. Inspired by her grandmother’s style, she describes her’s as “class and elegance through prints.”
Q: What all is your business currently branching into?
A: The business currently designs, makes, thrifts, customises, tailors and sells clothes. Recently there’s been a pop-up store on the Rooiplein. We are currently planning a big launch for our brand and setting up an online store. We’re starting a YouTube channel, showing our inspiration and behind the scenes. We will touch on cultural appropriation in fashion, how the fashion industry has taken African prints and turned it into ‘European style’, whilst it’s actually Afrocentric and important to people’s culture and heritage. People are also intrigued with the head-wrap. H2A will venture into having discourse and making how-to tutorials on head-wraps.
Q: In 10 years’ time where do you see H2A?
Ashleigh: We just want H2A to reach its full potential. In 10 years’ time we see H2A as an empire, having our own runway shows and collections. We want to bridge the Afroccentric and queer gaps there are in the fashion industry and embody that Africans are the torchbearers and storytellers behind the African print. Another thing we have planned is ‘H2A touch,’ which is a community project reaching out to different schools in and around Stellenbosch. We will dress underpriviledged children for their matric ball and help with other aspects like transport and makeup, in collaboration with different organisations and sponsors that share our ethos. One of our main focuses is social entrepreneurship and community responsibility.
Q: Any practical advice for overcoming hardships for young entrepreneurs?
Ashleigh: Persevere, don’t be afraid to ask for help, and maintain good relationships. For example, with our pop-up store we maintained good relationships with certain companies which helped us to get a gazebo, railing etc. This is something that people take for granted, but networking and maintaining and building respectful relationships with companies and customers in very important. Also, if you maintain good relationships with your customers they help with marketing by word-of-mouth, saving you on costs.
Hazel: Don’t listen to negative things that people have to say. Be able to distinguish between good, constructive advice and criticism that is just trying to bring you down. Keep your eye on the vision, go for it, and keep a team around you that keeps you motivated.
Q: What makes your brand different from other brands?
A: Firstly, we don’t make homogenous sizes for everyone, (S, M, L etc.) we make our clothes to fit our customers’ size and shape. Our customers come in, we measure them and we let them choose the colors, patterns and fabric. If someone wants to be a ray of sunshine today we put them in yellow, if someone wants to be grungier we supply more dark hues. We’re doing this with our print-infused denims as well, taking customization to the next level! We also tailor off-the-rack clothing which might not perfectly fit someone because of the standard sizing. So we customize according to body shape, size and personal style. For instance, if you as a womxn loves wearing ‘guys’ pants, but they are conventionally bigger, so we’ll tailor them for you by retaining their look, but far more comfortable.
Q: Is there anything that you’d like to leave our readers with?
A: Support us at H2A online!
You can find H2A on these platforms:
Online store: h2a.online
Instagram: @h2a.clothing
Facebook: H2A.Clothing
Cell: +27 74 949 3280 & +27 63 181 2892
And look out for the upcoming YouTube page on these platforms!