Apparel brand UDARKIE officially opens its doors to the Joburg market, as it seeks to inspire and redefine its unique offering, through high-quality products. The concept of the lifestyle brand was born in 2017, then became a side hustle for the owner and online store a year later, which resulted in the actual trade store it is today.
“I was sitting in my room in Tembisa when the idea hit me, I kept on seeing the umlungu t-shirt on a few popular figures and I liked the t-shirt but it was not resonating with me and after a few names, I settled on UDARKIE. What made the name even more meaningful for me was that historically it was used as a derogatory term – so the idea of redefining the term seemed like an exciting challenge to me”, said Mongezi Masombuka, owner of UDARKIE.
Celebration and validation aren’t the only things you’ll feel when you walk into the store despite how the name will scream “uncustomary’’ at first, the likers of the brand have discovered the brand to have a new meaning each time they purchase an item.
“UDARKIE enhances who you choose to be as an individual, not based on gender, age, or ethnic group! I enjoy the brand, the quality of the clothes, and the aesthetic all around. It’s a brand I’d also want my kids to wear one day, said Katlego Sekati, UDARKIE customer and launch attendant.
The local brand prefers to grow organically, which means any collaborations or brand partnerships should be with brands that share the same values- should there be rapport and cohesion between the two brands. They also hope to re-introduce their brand identity as part of their plans for the future.
Visit the store at Unit G4 Cnr. Brand Road &, Swart Dr, President Park AH, Midrand, 1685.
Check out their Instagram page - udarkie_sa