How Hibacci Transformed From Rugby Cleats to Luxury Sneakers-Lessons in Local Revival and Brand Resilience
How Hibacci Transformed From Rugby Cleats to Luxury Sneakers-Lessons in Local Revival and Brand Resilience. Hacjivah Dayimani, a professional rugby player, and designer Bheka Dlamini launched Hibacci in Johannesburg in 2019. Their shared goal was crystal clear: create affordable, high-quality footwear that could stand out in South Africa and beyond.
Their beginnings were humble. Hacjivah’s entrepreneurial fire was forged on the rugby field and through life’s daily hustles. He went from selling sweets at school and pumping petrol to designing and selling his own boots. Bheka, then studying graphic design, was customizing sneakers for local DJs and celebrities. A connection on Instagram led them to found Hibacci, seeded from passion and mutual belief.
Turning Passion Into Purpose
Hibacci’s early designs combined minimalist elegance with a bold statement: sneakers that appealed not just to fashion tastes, but also to values. In 2020, they designed a sneaker with neon printed names to honor victims of domestic violence, intended to spark awareness rather than profit. It was a firm stand in support of #MeToo and related campaigns.
This choice revealed an early brand strength: purpose-driven design. Hibacci was building identity through design that meant something.
Production Crisis and Reinvention
Then came the pandemic. Hibacci halted production during the COVID-19 lockdown. The main reason? A reliance on imported materials, which fell through as imports dried up and public sentiment turned against them.
Faced with bankruptcy, the brand did something bold. They rethought manufacturing entirely and committed to sourcing materials locally. They began buying fine leather from Cape Town and partnered with a factory in Gauteng for production. This shift wasn’t just about continuity. It was about reinvention, grounded in “local is lekker” ethos.
Creating Jobs, Rebuilding Trust
Bringing production home meant more than fewer supply chain headaches. It meant job creation. Hibacci built a team of fifteen designers and shoemakers, breathing life back into the business and offering livelihoods in the Pretoria-Johannesburg area.
This move addressed two challenges at once: it solved material sourcing problems and built trust with customers and communities. Hibacci no longer seemed like an import-reliant novelty, it became a locally grounded brand with integrity and impact.
Relaunch With Style and Clean Aesthetic
When Hibacci unveiled its rebooted line in October 2023, the style spoke for itself. Sleek all-white sneakers with multi-panelled leather uppers. Hand-finished. Classic yet contemporary, striking a balance between understated elegance and thoughtful design.
This relaunch was not just a product drop. It was a statement: “We’re back, stronger than ever.” Dayimani’s words echoed resilience. “We’ve taken stock, we digested the learnings, cemented our credentials” and emerged with a product and a story worth believing in.
Lessons for Aspiring Entrepreneurs
1. Build from Passion, But Define Your Shared Vision
Hacjivah and Bheka came from different worlds, sports and design but they aligned around creating quality, accessible sneakers. A shared purpose can anchor any venture.
2. Stand for Something-Design for Impact
Their domestic-violence awareness sneaker showed early that brand is more than commerce. It’s about connection and values.
3. Know When to Pivot and Do It Fast
When imports failed and public sentiment shifted, Hibacci changed course quickly. Local sourcing and production saved the brand and deepened its authenticity.
4. Make Community Part of Your Business
Creating jobs and manufacturing locally didn’t just solve logistics. It built trust, local pride, and narrative, essential for longevity.
5. Relaunch with Purpose and Polish
Their relaunch was clean, intentional, and resonant. It was steeped in a backstory that mattered, not just another sneaker release.
Final Thought
Hibacci’s journey from a passion project in 2019 to a proudly local, resilient luxury sneaker brand in 2023 is no fairy tale. It is shaped by real challenges, clear pivots, and courageous choices.
For entrepreneurs, Hibacci offers a roadmap: begin with a mission, design with intent, pivot when needed, anchor in your community, and relaunch with clarity. That is how you build a brand that stands firm, not just for fashion, but for meaning and momentum.
