S2 EP 8: Luxury x Streetwear with Gugu Peteni

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Africa on Luxury

Buyi Mafoko

24 episodes

4 days ago

AFRICA ON LUXURY Podcast chronicles the history of African Luxury, explores cultural centres across the continent and connects with creators and curators. We set out to define luxury in the African context and decode global perceptions of luxury in emerging markets. EXPLORE A series of explorative conversations with our business, academia and industry. INFORM We take on a consultative tone to explore various subjects that interest the audience, aiming to leave them well-informed. CREATE This is a culturally-rich journey of collaborative creation and excavation of collective knowledge.

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S2 EP 8: Luxury x Streetwear with Gugu Peteni

Africa on Luxury

59 minutes 37 seconds

4 months ago

S2 EP 8: Luxury x Streetwear with Gugu Peteni

She is the visionary founder and creative director of GUGUBYGUGU, a South African luxury streetwear label renowned for its bold, gender-neutral knitwear. Gugu’s work is deeply rooted in authenticity and sustainable innovation—using locally sourced mohair and merino wool. She has showcased at New York and Paris Fashion Week, and earned the Best Young Designer Award at Paris’s Africa Fashion Up during Haute Couture Week 2024

Her designs are characterized by striking silhouettes and refined comfort and celebrate African heritage while pushing global fashion boundaries. Each piece from GUGUBYGUGU is crafted with intention—designed to spark connection, honor identity and promote mindful consumption. Her work is reshaping the global narrative around African luxury fashion and adding a unique lens to streetwear.

In this episode

How GUGUBYGUGU sits boldly at the intersection of luxury and streetwear and why this fusion uniquely reflects the African experience
Translating African heritage into modern, luxury streetwear fashion without compromising authenticity
Using locally-sourced natural fibers like mohair to connect both to the land and the brand's mission for sustainability
Bringing exceptional craftsmanship into the fast-evolving world of street fashion
Streetwear is closely tied to youth culture and this brand is bringing hope to young Africans through its designs

Links

Subscribe to our YT channel ⁠⁠https://www.youtube.com/@africaonluxury
Follow us on IG/ LinkedIn @africaonluxury @nobleliving
For media and sales enquiries email experience@noble.africa
Follow @gugupeteni & @gugubygugu on IG