Stitching Identity Into Global Fashion: The Rise of Zazi Holdings
Stitching Identity Into Global Fashion: The Rise of Zazi Holdings. Some brands are created to sell clothes. Others are born to tell stories. Zazi Holdings, founded by Onwaba Mleve in 2018, belongs firmly to the second category. Its name comes from the Xhosa word ZAZI, meaning to know yourself, a reminder that identity is the heartbeat of personal expression. For Mleve, clothing became a language through which culture, history and individuality could be celebrated with pride.
What began in a Butterworth factory has grown into one of the Eastern Cape’s most influential clothing manufacturers, producing work wear, traditional attire, corporate garments and high end designs that have graced major red carpets. The journey of Zazi Holdings is a lesson in resilience, innovation and the power of building a brand anchored in purpose.
From Butterworth Beginnings to a Growing Provincial Footprint
When Zazi Holdings launched its first factory at Ibika Industrial Sites in Butterworth, the goal was bigger than business. The facility they revived was on the brink of closure, and with its collapse came the risk of 90 job losses. Instead, the company stepped in, preserved those jobs and built a manufacturing hub that would soon service both private and public sector clients.
But the road was far from smooth. Persistent power outages caused by cable theft, water shortages, vandalism and burglaries created operational instability. Rather than wait for conditions to improve, Zazi relocated operations to East London and built a stronger foundation. That decision marked a turning point, positioning the brand for greater national opportunities.
Today, Zazi operates its headquarters and factory in East London, supported by factory shops across different sites. The company employs more than 50 permanent staff members and remains one of the leading manufacturers in the province.
Strategic Wins That Shaped the Brand’s Growth
Zazi Holdings achieved several defining milestones that strengthened its reputation and expanded its reach.
Supplying ENGEN Nationwide
Zazi became the only Eastern Cape clothing manufacturer producing uniform for ENGEN forecourts and refineries nationwide. This achievement proved the company’s capability to meet national standards while competing with established players across the country.
Securing Major Government Procurement
In 2022, Zazi was awarded an Eastern Cape Provincial Treasury tender to supply PPE to all government departments. This contract not only boosted the company’s growth but positioned it as a dependable partner for large scale, high demand supply chains.
Recognition for Productivity and Impact
Closing 2022 as a finalist for Productivity SA cemented Zazi’s reputation as a brand that delivers meaningful results for the Eastern Cape’s economy.
A Cultural Movement That Entered the Global Stage
Beyond manufacturing, Zazi became a dominant force in Xhosa traditional wear. Their approach was simple yet groundbreaking: take cultural attire and elevate it to world class couture.
Their designs transformed traditional garments into statement pieces worn at premium events, including Hollywood film premieres like Wakanda, and by actors in local television productions. This creative evolution caught global attention.
In 2023, Zazi was invited to showcase at New York Fashion Week not once, but twice. The September 2023 and February 2024 invitations marked the brand’s official entrance into the global fashion arena. With a growing international following, demand for Zazi’s designs exploded.
Today, their clientele includes celebrities, royal families, young professionals and members of parliament. The brand has crossed racial, cultural and geographic lines, proving the universal appeal of authentic South African creativity.
Lessons Entrepreneurs Can Learn From Zazi Holdings
Zazi’s growth offers powerful lessons for builders, creators and entrepreneurs across industries.
Root Your Brand in Meaning
Brands built on identity and purpose grow deeper roots. Zazi’s cultural storytelling became its competitive edge.
Turn Challenges Into Catalysts
Instead of remaining trapped in unstable operational conditions, Zazi relocated, rebuilt and opened doors to national opportunities.
Diversify Without Losing Your Core
By manufacturing both work wear and high end fashion, Zazi strengthened its revenue base while staying true to its creative ethos.
Embrace Global Opportunities
Their New York showcase proved that local brands can resonate internationally when the vision is strong and the quality world class.
Invest in People
With more than 50 employees and five interns being mentored, Zazi’s story highlights how building teams strengthens both impact and sustainability.
A Brand That Knows Itself and Moves With Purpose
Zazi Holdings stands today as a testament to what can happen when identity meets innovation. What began as a vision rooted in cultural pride has transformed into a powerful fashion and manufacturing force with national contracts and global demand.
Onwaba Mleve’s commitment to preserving jobs, elevating heritage and pushing South African fashion onto the world stage has created a brand with lasting influence. Zazi’s journey is a reminder that when we know who we are, we build boldly, lead confidently and inspire far beyond our starting point.
