SIBU DLADLA
With a Fashion climate that is profoundly diverse, London is one of the leading cities in the fashion world. When it comes to developing a brand in our vibrant city, it may seem as though you’re a small fish in a rather large pond. Though don’t be disheartened! Sibu Dladla, head designer and founder of the bespoke menswear brand Jaded Life,gets down to the nitty gritty on what it takes to survive as a brand and how to compete against the fashion titans.
“Sibu has always exuded entrepreneurialism” partner and business aid, Peter Huffman says. Even before becoming a designer Dladla has been immersed within the fashion industry, beginning his career as a model in his native South Africa.
With the help of his brother and best friend, Sibu set up the fashion company Jaded Life in Cape Town hosting fashion events, further the budding entrepreneur’s climb up the corporate ladder. In the space of three years Jaded life had worked with an abundance of high profile clients, such as Levis, Hugo Boss, Lamborghini and then securing a contract with Coca Cola. It was around this time that Peter Huffam came into Sibu’s life as both a personal and business partner.
In 2010 Dladla entered the ‘Young Entrepreneurs of the Year’competition. Winning the kick-start award Sibu secured a substantial grant of close to £100,000. “These are the types of competitions people need to look out for, you need to and steer away from the mind-set of ‘I’m in fashion’ and look to wider business awards. You’d be so surprised how many people just ran for fashion awards when there are so many funds that will also help”
“Doing fashion weeks and knowing back to back what the industry looks like, from the back stage to the front stage really changed my mind and my idea of it, and that’s what I fell in love with”
With a wealth of experience in the fashion world under his belt, the South African designer moved to London. Finishing a BA honours in Textiles and Menswear at UEL, Sibu’s collection was picked up by British Vogue.
“To build a brand in London was more challenging” both Sibu and Peter agree. “What is most important in such a different environment like London is collaboration, it’s really the only way to survive.”
Replicating the approach they took in South Africa Sibu won further funding in London. Receiving a start-up capital from the East London Small Business Centre meant that Jaded Life could be exhibited at the Pure London 18/19 winter show.
The couple’s stand at the retail event was part of the ‘Jaded Life Hub’, a collaborative social enterprise set up with the ideology of giving a leg up to recent graduates. Citing this as an important component to furthering his reach Dladla explained; “Without collaborating with up and coming professionals, you can’t really take on some of those titans in fashion.”
Knowing your market and cliental is vital, however to ensure viability Sibu looks at the wider picture; “following trends should not be important what is important is to remain futuristic.”
Sibu’s brand Jaded Life will be relaunching and rebranding as ‘Sibu Dladla.’ With a new collection coming out in June. Sibu and Peter are set to be heading to Ibiza this summer to exhibit their clothes in store and have been invited to this year’s New York Fashion Week to showcase their work.