Township Brands Store: How Refiloe Molefe Created a Marketplace for Township Fashion
Township Brands Store: How Refiloe Molefe Created a Marketplace for Township Fashion. Refiloe Molefe co‑founded Township Brands Store in Alexandra, Johannesburg, after recognising a chronic challenge among township clothing labels, no access to retail shelf space. He began by showcasing local designers through free pop‑up events in Ekurhuleni townships in 2019. As the movement gained traction, a landlord offered them a permanent store space, officially launching Township Brands Store later that same year.
Seeing Market Gaps and Building a Movement
A key moment came when Molefe realised vision alone would not overcome systemic barriers faced by township brands. Although many had talent, their lack of visibility and distribution channels held them back. He turned this into an opportunity: create a collective retail hub where multiple brands could share exposure and split costs .
Lesson: Identify structural problems in your industry, solutions that solve for many can become a powerful business idea.
Launching with Pop‑Ups to Validate Demand
The initiative began with logistics-light, social media‑promoted pop‑up events featuring some 20 township brands across Alexandra, Soweto, and Ekurhuleni. These pop‑ups both tested demand and created a sense of momentum . Once they proved successful, the permanent store emerged organically.
Lesson: Pilot before committing. Pop‑ups offer quick insight and build buzz before your brand takes root.
Navigating Covid‑19 and Brand Retention
Township Brands Store launched just before Covid‑19. The pandemic caused many small township brands to close, halving their tenant list from 20 to around 10. Instead of retreating, Molefe doubled down on curation, support and partnership to keep the movement alive.
Lesson: Hard times test your foundation. When others retreat, your focus and resolve become a competitive edge.
Expanding through Collaboration and Retail Partnerships
Brands from the store were later invited into other Gauteng retail outlets thanks to visibility and credibility built through the store. Molefe has also partnered with larger retailers and plans to launch an academy to train young fashion entrepreneurs.
Lesson: Collaboration scales impact. Shared success becomes the basis for new opportunities in bigger markets.
Building Trust through Shared Values and Visibility
Township Brands started as a social movement with entrepreneurial values baked in. Molefe’s approach, supporting peer businesses, focusing on township heritage and amplifying local stories through digital media, resonated and reinforced a sense of shared ownership.
Lesson: When your brand reflects community values, trust flows naturally. People engage with causes they believe in.
Actionable Insights for Entrepreneurs
• Spot community‑level inefficiencies – Marketplace problems can become scalable opportunities.
• Test with low‑cost events – Pop‑ups validate demand before full investment.
• Stay resilient in crisis – Support your coalition and refine your mission when times are tough.
• Leverage visibility for brand growth – Store exposure led to broader retail channels.
• Embed shared ownership – Brands and communities that feel represented stay loyal and active.
• Plan for education and support – Training future entrepreneurs benefits the entire ecosystem.
From Pop‑up to Platform
Township Brands Store shows how a locally rooted idea can expand into a movement that uplifts multiple small businesses. Molefe’s leadership created a ripple effect, from township pop‑ups to established retail channels, without losing sight of community mission.
For entrepreneurs, the story offers a blueprint: build platforms that serve others, test your concept in real life, lean into tough seasons with grit, grow through partnership, and ground your brand in shared values. Township Brands Store proves that when your brand stands for collective progress, success is not just measured in revenue but in community impact.
