House of One Makes History as First South African Brand to Partner with Shein

South African creativity has officially hit the global runway. Cape Town-based fashion label House of One has become the first local brand to land a collaboration with Shein, the Chinese retail giant known for its fast-fashion empire.

From PDF Patterns to Global Fashion

For co-founder Paul Nunes, the deal represents more than just commercial success it’s proof that unconventional ideas can rewrite the rules of fashion.

House of One didn’t even start out selling clothes. The brand built its name by producing digital sewing patterns and selling them as PDFs. Customers could either stitch garments themselves or take the patterns to local tailors.

“When we launched, we weren’t pushing clothing at all,” Nunes told CapeTalk. “We hired designers, built full technical packs, and sold digital downloads. Clothing only came into the picture once Shein approached us.”

Creativity That Stood Out

What caught Shein’s attention wasn’t only the designs, but the storytelling. House of One’s debut was packaged as an experience: a 12-minute musical film, a four-track EP, and a brand narrative that blurred the line between fashion and culture.

Shein’s team first spotted the label on Instagram and reached out. At first, Nunes admits, they thought the email was a scam. “When we realised it was real, they said our aesthetic fit perfectly with what they wanted and asked if we’d be open to a collaboration.”

The result? A year-long deal that will see House of One release 100 new pieces every month with its own dedicated shopfront on Shein’s global platform.

A Global Stage, A Local Debate

The partnership hasn’t been without questions. With Shein often criticised for undercutting local textile industries, some South Africans are asking why the garments aren’t being manufactured at home.

Nunes acknowledged the criticism but says the partnership is about strategy. “Shein’s manufacturing is based in China, but when we sold patterns, people used local fabrics and tailors. That’s something we could revisit in the future. For now, we’re competing on brand, story and aesthetic not just price.”

Quiet Luxury, New Audiences

Interestingly, Shein is positioning House of One as a “quiet luxury” label, aimed at slightly older shoppers. While Shein’s core base sits in the 18–25 age bracket, House of One’s aesthetic is targeting 30–40-year-olds, potentially opening new ground for both the retailer and the South African brand.

Designs are created by creative director Ronaldo Engelbrecht and a small design team, who work closely with Shein’s global trend analysts. Shein supplies fabric samples and monthly reports to guide collections, ensuring quality is maintained for international markets.

A Million-Rand Milestone in Sight

House of One is already eyeing major numbers. By the third month, the collaboration is projected to hit $100,000 (around R1.75 million) in sales. If that benchmark is reached, Nunes says, it will be a clear sign that the brand has secured its place on the global stage.

For now, the mood is one of cautious celebration. “They’ve been incredibly professional,” Nunes said of Shein. “Every deadline is met, every meeting happens on time. It’s exactly what you’d expect from the biggest retailer in the world.”

From a small Cape Town start-up selling PDFs to an international label dressing a new generation, House of One’s journey shows that South African fashion has a louder voice than ever before.

Source: Business Tech 

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