With a wealth of experience in the fashion world under
his belt, the South African designer moved to London.
Finishing a BA honours in Textiles and Menswear at
UEL, Sibu’s collection was picked up by British Vogue.
“To build a brand in London was more challenging,”
both Sibu and Peter agree, “ What is most important in
such a different environment like London is collabora-
tion, it’s really the only way to survive.”
Replicating the approach they took in South Africa
Sibu won further funding in London. Receiving a start-
up capital from the East London Small Business Centre
meant that Jaded Life could be exhibited at the Pure
London 18/19 winter show.
The couple’s stand at the retail event was part of the
‘Jaded Life Hub’ , a collaborative social enterprise
set up with the ideology of giving a leg up to recent
graduates. Citing this as an important component to
furthering his reach Dladla explained; “Without collab-
orating with up and coming professionals, you can’t
really take on some of those titans in fashion.”
Knowing your market and cliental is vital, however to
ensure viability Sibu looks at the wider picture; “follow-
ing trends should not be important what is important is
to remain futuristic.”
“Sibu has always exuded entrepreneurialism” partner
and business aid, Peter Huffman says. Even before be-
coming a designer Dladla has been immersed within the
fashion industry, beginning his career as a model in his
native South Africa.
“
Sibu’s brand Jaded Life will be relaunching and re-
branding as ‘Sibu Dladla.’ With a new collection com-
ing out in June. Sibu and Peter are set to be heading
to Ibiza this summer to exhibit their clothes in store and
have been invited to this year’s New York Fashion Week
to showcase their work.
Doing fashion weeks and knowing
back to back what the industry looks
like, from the back stage to the front
stage really changed my mind and my
idea of it, and that’s what I fell in love
with
”
With the help of his brother and best friend, Sibu set up
the fashion company Jaded Life in Cape Town hosting
fashion events, further the budding entrepreneur’s climb
up the corporate ladder. In the space of three years
Jaded life had worked with an abundance of high pro-
file clients, such as Levis, Hugo Boss, Lamborghini and
then securing a contract with Coca Cola. It was around
this time that Peter Huffam came into Sibu’s life as both
a personal and business partner.
In 2010 Dladla entered the ‘Young Entrepreneurs of the
Year’ competition. Winning the kick-start award Sibu
secured a substantial grant of close to £100,000. “These
are the types of competitions people need to look out
for, you need to and steer away from the mind-set of
‘I’m in fashion’ and look to wider business awards. You’d
be so surprised how many people just ran for fashion
awards when there are so many funds that will also
help”
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