Vusumuzi Ndima tailors township dreams into global luxury brand

At 40, Vusumuzi “Bob the Stylist” Ndima is a man who wears many hats: stylist, designer, creative director, and visionary.

- By Mbalenhle Zuma

Vusumuzi Ndima reflects on his long love affair with fashion.

(Kenny Mdluli)

As the founder and creative director of Boys of Soweto, Ndima has built a brand that celebrates African identity while positioning township culture on the global fashion stage.

“I've always wanted to place the brand on its own scale,” he told Sunday World. “To take Boys of Soweto to an international audience, because with the knowledge and experience I've gained, I believe I can build something that stands alongside the world's best, while staying rooted in who we are.”

That belief took root over a decade ago, when Ndima began experimenting with fashion storytelling through visuals and streetwear.

“In 2011, we were just documenting style and showing the positive side of black men,” he recalls. “By 2013, I registered the brand. I started selling T-shirts at markets, and tourists would gravitate towards our pieces. That's when I knew I had something.”