Sole sister: Kim Jayde steps out

From Bulawayo to New York, Kim Jayde's self-funded sneaker show proves African creatives belong on the world stage

- Busi Lethole

Having grown up in Bulawayo, Zimbabwe, Kim Jayde's childhood was conservative. She had the kind of upbringing where girls were taught to wear dresses, stilettos, and always have their nails, hair and makeup done. Moving to South Africa exposed her to an entirely different world - one that enabled her to express herself freely without restriction.

"I learned about sneakers and sneaker culture," she says. "And what it really boils down to is the fact that you can express yourself however you wish to. And at the time, it was a very male dominated space. You did not see a lot of girls wearing sneakers and definitely not wearing sneakers on the red carpet."

While working for MTV Base Africa and traveling the globe, Jayde was exposed to international fashion and culture, which is where her deep love for sneakers first took root.

During the height of COVID-19, while many were trying to hold on to their jobs, the media personality quit her job. She decided a change was needed.

"People told me I was nuts. They were like 'What do you mean you're quitting your job during COVID-19?"

Jayde attributes the decision to her faith.

"I prayed on it a lot. I'm a Christian, and God just really is behind a lot of the decisions I make. Because the decisions I make are absolutely insane. But, I prayed on it for a few months and ultimately decided to leave. And it was a really, really great decision".

With her sights firmly fixed on new opportunities, Jayde embarked on a journey into the world of entrepreneurship. It is during this time that she launched her web series Kickin' It With Kim Jayde on YouTube.

"We really started from my sneaker room years ago during Covid and it was Zoom calls because, you know, none of us could connect in person."