True to observation, in the aggressively expanding nature of brand partnerships and cultural collaborations, few leave an indelible mark on the cultural zeitgeist. The recent alliance between Happyville, the local streetwear brand born from the streets of Soweto, and Johnnie Walker Blonde, the latest offering from the iconic whisky maker, showcases the power of cross-industry innovation and cultural synergy.
In a world where partnerships often feel contrived, this union stands out as an authentic meeting of minds, resulting in a collection that resonates with both style and substance. This collaboration isn’t just another marketing ploy; it’s a genuine fusion of creativity and community building.
Founded in 2017 by visionaries Lebohang Serame and Xola Mda, Happyville has swiftly risen to become a cornerstone of South African street culture. What began as a small community rallying around Serame’s talent has blossomed into one of the most noteworthy contemporary streetwear brands. It’s not hyperbole to say that Happyville has become synonymous with innovation and freshness in the local fashion scene.
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The brand’s release of their now-iconic colourful leather jackets was nothing short of a cultural phenomenon. These pieces became the go-to for artists seeking to make a statement, understanding the imperative of standing out in an industry where image is everything. The jackets spread through the streets with an almost viral quality, each colour a bold declaration of individuality.
At their core, Happyville’s designs are a modern reimagining of kwaito aesthetics from the late ’90s and early 2000s, tailored for today’s fashion-forward consumer. It’s this blend of nostalgia and contemporary flair that has cemented its place in the hearts of South Africa’s style-conscious youth.
Now, Happyville brings its expertise in crafting statement outerwear to its latest campaign with Johnnie Walker Blonde. The collaboration carries an optimistic message, inviting consumers to “Take a walk on the bright side”. It’s a fitting theme for a partnership that bridges the worlds of high-end spirits and street-savvy fashion.
As this collaboration takes centre stage in local fashion discourse, we caught up with Lebo Serame, one of the minds behind Happyville, to uncover more about this one-of-a-kind partnership and what it means for the future of local streetwear
Can you walk us through how the Happyville and Johnnie Walker Blonde collaboration came about? What does this partnership mean for Happyville?
Johnnie Walker recently launched “Blonde”, the new addition to the Johnnie Walker fam, and to amplify the new addition, they tapped us, saying that they’d love to work with us on a vibrant collection that speaks to the same market, plus they loved the vibe we brought through our events, “FRIENDS OF THE VILLE”. This partnership means a lot for Happyville. To think a well-established brand like Johnnie Walker believed in us so much that they saw our vision and wanted to be a part of it is truly a big boost for us.
The collaboration’s theme is “Take a walk on the bright side”. How does this concept come to life in your designs and the overall outcome of the collection?
We have a history of making some of the most vibrant leather jackets. It’s what makes our jackets stand out, so taking a walk on the bright side is something we believe in. We took Johnnie Walker Blonde’s main colours (blue and yellow) and created these incredible jackets. We also took some Happyville design elements and merged them with what we felt Johnnie Walker Blonde represented to us. We created these very puffy bomber jackets that are hard to miss. With the denim jackets, which are simpler and have a lighter look, we added a silver label like our signature branding alongside the brand’s logo.
The name Happyville is a nod to the brand’s roots originating from Rockville, Soweto. What inspired you to choose this name, and how does it reflect your brand’s identity?
I grew up in Rockville, and whenever I look back at my childhood, I always feel like my time living there with my grandparents was probably one of my warmest memories. I also found my love for fashion there as well, where I’d practically beg my mom to make my clothes for civvies day. My mom and my gran used to sew, so the love grew from there, which is when I started the brand. It was about paying homage to Rockville, Soweto, where I found myself and my love for fashion. There are plenty of other elements that I took from Rockville, but this was the key highlight.
Each person involved and featured in this collaboration campaign has a unique role in the fashion industry – Lebo and Fargo are fashion designers and Kat is a prominent fashion stylist. As established figures in the fashion industry, what was your introduction to fashion and clothing? How has your journey in the industry shaped your current roles?
I think it’s safe to say the introduction to fashion and clothing was the curiosity of our lively backgrounds, music, pop culture, the internet and a form of community in the spaces we have put ourselves in. The journey itself has been mind-blowing as each day goes by because the fact that you can live off your daily creative ideas and extend yourself in shaping the next generation of creative individuals is an amazing feeling.
The fashion world can be tough to crack. What strategies have you used to grow and succeed in this competitive industry?
There are a few things I have learnt from this business. One of our earliest lessons was that you need to be different, and you need to stand out using your designs. Then looking closely at the market and trying to see what’s missing; for example, one of our first “loud” designs was a pair of silver cargo pants that really got us out there. Another strategy was collaborating with peers. We all want to make it one day, but you won’t get far without collaboration with photographers, models, illustrators and others. Lastly, you won’t know what you are dealing with unless you start and don’t stop. You have to just keep going.
Many fashion designers hold different opinions on brand collaboration, taking from this creative collaboration. I think you guys have a positive attitude towards such unions. This collaboration suggests you’re open to brand partnerships. How do you see these collaborations benefiting independent brands like Happyville?
We have always been about collaborating. Such partnerships give independent brands a bigger platform to show off their creative work. Also, it makes you look at a more established brand differently because of the “sauce” we introduce to the bigger, more established brands. I think from both sides, you just look at us with a different eye in a good light.
In terms of the current state of fashion, what is “in” for you guys? What are you guys embracing?
We have never been a brand that follows trends, but it is important to know what’s trending, and right now, people are taking fashion from the mid-2000s and bringing it back. Right now, fashion is in the years between 2006 and 2009, just with a little twist added.
Happyville has a unique style in the streetwear scene. How do you maintain this originality while staying relevant in the fast-paced fashion world?
We still maintain our strategy of always looking for what is missing, what aren’t people making or what can’t they find. We also stay true to ourselves, which is very important to us. We design what we feel connects with us and who we are.
Can you tell us more about the limited edition JW Blonde X Happyville jackets? What makes them special?
Firstly, they sold out within the first week! That should tell you everything about the jackets. What makes them special though is the cut and shape of the bomber jackets and the simplicity of the denim jackets. Also, the shine of the labels on the left and right. They just look so good on the jackets.
The pop-up launch at Mea Culpa was a big part of this collaboration. How important are events like this for connecting with your audience and building the Happyville community?
We have events like these so that we can engage with our supporters and build a community of like-minded individuals. We also bring in a different shopping experience for our clients – you can shop, hang around with friends and meet new people who have done amazing things in their respective professions, especially in the creative space.
Looking ahead, how do you think this collaboration with Johnnie Walker Blonde will impact Happyville’s future? Any exciting plans or directions you can share with us?
This collaboration is one that will live on in people’s memories for a long time, and it will definitely inspire the next generation of designers and brand owners to keep going. It’s also a big milestone for Happyville because this is our biggest collaboration with a more established brand. Their reach has really stretched, and the blueprint has been laid out.