IWISA NO.1 FILLS BOLD DESIGNER SEARCH: THE ART OF CULTURAL EVOLUTION

Fashion has always been a storyteller...

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EARLIER THIS YEAR

Iwisa No.1 invited next-gen local designers to capture their own “cultural moment”, blending bold introspection with their own reflections on the legacy brand, and start a trend. The outcome? More than any of us could have imagined...

In May 2025, Iwisa No.1 (South Africa's iconic maize brand) launched the Fills Bold Designer Search — a groundbreaking platform where heritage met modernity, tradition met transformation and legacy met the future. This was more than a design competition, it was a cultural revolution expressed through streetwear, where young South Africans aged 18-35 redefined what it means to be ‘homegrown.’ Since 1956, Iwisa No.1 has nourished tummies, warmed homes, and connected communities. Now, the brand steps boldly into a new chapter, filling not only the present, but the future with possibility.

When brand purpose meets bold vision

The idea behind Iwisa No.1 Fills Bold was sparked by Phumzile Nhlapo, Senior Brand Manager: Maize, Breakfast and Pasta. For almost 70 years, Iwisa has stood for nourishment, belonging and community. In 2025 that purpose needed a new canvas, one that spoke to South Africa's dynamic youth. Under the leadership of Rahul Jayawardena, Assistant Brand Manager: Maize and Beverages, the campaign became a cultural movement. “Our role has always been to bring people together,” explains Phumzile. “With Fills Bold, we wanted to extend that purpose by creating space for young people to own their place in the brand and the creative economy.”

The brief was bold: design a six-piece streetwear collection – a T-shirt, track pants, jacket, bucket hat, tote bag and socks – that captured Iwisa No.1’s identity while expressing modern South African style. The only rule? Be bold. Be authentic. Be you.