Relevance For Men: Tshepo Mashego’s Blueprint for Tailored Success in South Africa
Relevance For Men: Tshepo Mashego’s Blueprint for Tailored Success in South Africa. When Tshepo Mashego founded Relevance For Men in Centurion in 2015, he did more than launch a premium suit brand, he created an experience for modern African men who wanted to look sharp and feel confident in any space. His evolution from suit collector to entrepreneur offers valuable lessons for aspiring founders in fashion or beyond.
Discovering a Niche Through Personal Passion
Raised in a stylish home, Tshepo grew up watching his parents dress sharply, this planted the seed of his personal style and deep appreciation for quality tailoring. After collecting bespoke suits, he saw an opportunity: formal menswear tailored to the diverse, professional man. This authentic connection with his target market guides every decision he makes.
Mastering Craftsmanship & Premium Fabrics
Relevance For Men isn’t just another tailoring business; it’s a premium experience. Tshepo offers handmade suits using luxurious Italian fabrics like Vitale Barberis and Dormeuil. Clients go through three fittings over three to five weeks, with pricing starting at R12 500 for full suits. This quality-first approach turned his brand into a symbol of polished professionalism.
Expanding Mindfully into Ready-to-Wear and Shoes
Tshepo launched a shoe line, the Dublin Wallabee, selling most of the stock on day one. He later added chinos, tuxedo shirts, linen wear, and footwear into his ready-to-wear offering. This carefully curated expansion ensured the brand remained relevant to evolving client needs while upholding premium quality.
Building a Multiracial Brand That Matters
Unlike many high-end brands, Relevance For Men attracted clients across all racial groups. Tshepo celebrated this diversity as a core strength, affirming that excellent design resonates with anyone, regardless of background. This inclusive positioning strengthened both brand reach and social impact.
Marketing with Presence and Engagement
Tshepo maintains a dynamic presence online. His suit reveals on X (formerly Twitter) regularly spark engagement, and his Instagram highlights tailored details, client portraits, and behind-the-scenes moments. By allowing clients to feel seen and celebrated, Tshepo builds deeper connections and trust.
Navigating Challenges with Strategy
- Maintaining quality at scale: By limiting bookings and fitting appointments, Tshepo maintained attention to craftsmanship.
- Staying relevant: He actively expanded product lines aligned with client needs, not fads.
- Building trust across markets: His celebration of diversity and consistent quality turned Relevance into a trusted choice for all.
Entrepreneurial Lessons to Apply Now
- Turn passion into business insight
Tshepo’s love for fashion led him to identify a genuine market gap. - Invest in expertise
Handmade tailoring and premium fabrics signaled quality from the start. - Expand with intention
Shoes and ready-to-wear items were added only when they complemented the brand story. - Embrace diversity as an asset
Serving a multiracial clientele strengthened brand presence and cultural relevance. - Show and engage
Documenting tailored suits in action builds emotional connection and credibility. - Prioritize long-term loyalty
Quality fittings, materials, and service turn customers into brand advocates.
Final Takeaway
Tshepo Mashego’s journey with Relevance For Men teaches us that authentic passion, unwavering quality, strategic growth, and inclusive storytelling can build a luxury brand with real depth and profits. He proves that in business, looking good is just the beginning, feeling relevant in every space defines true impact.
