House of One Breaks Barriers as First South African Brand to Partner with Shein

South Africa has scored a first in the global fashion scene: House of One has become the country’s first-ever brand to seal a collaboration with retail powerhouse Shein. For co-founder Paul Nunes, the deal is more than just a business transaction, it’s the result of years of persistence, creativity, and storytelling that managed to turn a small local label into an international contender.

From PDFs to the World Stage

House of One’s journey is anything but ordinary. Instead of launching with a clothing line, the brand first sold digital sewing patterns. Customers could buy downloadable PDFs, then either stitch their own outfits or take the designs to local tailors. Not a single garment left the studio floor until Shein came knocking.

That unconventional approach quickly set the brand apart. When they launched, they paired fashion with entertainmentrolling out a 12-minute musical film and a four-track EP to introduce their designs. The gamble paid off. Their mix of cultural expression and innovative branding caught Shein’s eye on Instagram.

“At first, we thought the email was a scam,” Nunes admitted. “But it turned out to be real. They loved our aesthetic and wanted to collaborate.”

What the Deal Looks Like

The collaboration will see House of One release 100 new pieces every month for the next year, all hosted on its very own shopfront on Shein’s platform. The brand is being positioned as part of Shein’s “quiet luxury” line, targeting shoppers in their 30s and 40s, a demographic slightly older than Shein’s usual Gen Z base.

Behind the scenes, creative director Ronaldo Engelbrecht leads the design team of three, working hand-in-hand with Shein’s global trend analysts. While production is handled in China, the designs carry a distinctly South African creative signature.

Financially, the impact could be massive. Nunes estimates sales could hit R1.75 million (about $100,000) by the third month. “If we reach that target, it’ll show we’re moving in the right direction,” he said.

A Win With Caveats

The announcement has stirred conversation online, especially around Shein’s reputation as a fast-fashion giant often accused of undercutting local industries. South African social media is divided, some see the deal as a proud moment for homegrown talent, while others worry about what it means for sustainability and local manufacturing.

Nunes doesn’t shy away from the criticism. “You can’t ignore the debate. But as South African brands, we need to compete on more than price. It’s about storytelling, culture, and brand identity,” he argued.

Still, questions remain: Why aren’t the clothes being made locally? Nunes points out that Shein controls the manufacturing, but hints that bringing production home could be revisited in the future.

A New Chapter for South African Fashion

For now, the focus is firmly on the opportunity. With Shein’s reach stretching across 150 countries, House of One is not just exporting clothes, it’s exporting a South African creative identity.

In a fashion landscape where local designers often struggle for global recognition, this collaboration may open the door for more South African brands to claim their space on the international stage.

And if the House of One story teaches us anything, it’s that in today’s world, a bold idea, whether in the form of a PDF pattern or a musical film can be the thread that stitches a small local dream into a global success.

{Source: BusinessTech}

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