AMA KIP-KIP

World of Business by Sunday World

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T-Shirts for store opening have become a solid brand

Many brands that have had an impact on our lives were birthed by accident. The story of Sunlight soap comes to mind - the famous bar was designed as a household soap but is widely used as a personal wash.

More than 15 000 Ama kip-kip t-shirts have been sold since late 2006, when they were not meant to be a stand alone brand. In fact, founder Siya Njokwane says when they printed the first 200 shirts, they were part of their promotions strategy for their clothing shop in Rosebank.

"The first batch was given away free," he says. "But then people came back for more."

He says the success has been phenomenal. "Because of that three guys have permanent jobs and we are all able to progresively better our lives," he says. "And we can pay for some sundries." The bran soon gained grip with the fun-loving, easy-going young crowd. Now Siya says they have reps outside Souh Africa in places like Botswana nd Mozambique.

"We sed reps to spread ourselves outside of our initial market of Gauteng," he said. The t-shirts are also available in the Eastern Cape, Western Cape, Limpopo and other provinces including the sleepy Free State, he said.

The t-shirt business is not new. In the 1970s and 1980s they were used to advance the struggle. Wording like Black and Proud and I write what I like were common on the streets. T-shirts are an effective, low cost vehicle for below-the-line advertising campaigns to promote events. Two years ago Class of 76 t-shirts were printed, filling the streets of Soweto with colour.

"The t-shirts were something we did to get an idea out but it became the idea itself," said Siya. "All we wanted was to promote the shop but soon we ended up with a markatable concept that helped bring in an income."

Story by: Mzwandile kaBizokwakhe