Bathu Group CEO Theo Baloyi, Monosi Kotsoe founder of Monosi Movements, Baka CEO Thabiso Siwawa and Boys of Soweto founder Vusimuzi Ndima. Picture: Supplied/DNA Brand Architects
Image: Supplied/DNA Brand Architects
Last year, entrepreneur Theo Baloyi moved into the Bathu Group headquarters in Centurion and opened his first international store at Maerua Mall in Windhoek, Namibia. The 35th Bathu store.
One of Baloyi’s ambitions was to see the growth of the Bathu Group, and not hold the popular sneaker brand, this has come to fruition with the introduction of five subsidiaries; Flowers For Society, Boys Of Soweto, Monosi Sneakers, Avenue Exchange and Baka.
Group CEO, Baloyi announced his latest bold move at the Bathu Annual Conference 2025 in Sun City.
The CEOs of these subsidiaries were present, sharing their passion and vision for their respective brands, reinforcing Bathu Group’s commitment to growth, collaboration, and innovation.
Vusumuzi Ndima popularly known as Bob The Stylist is the CEO of Boys of Soweto, a renowned luxury brand in the country. Boys of Soweto has grown immensely from t-shirts, jerseys, and suits. They have gone from pop-up stores to stores.
Vusumuzi Ndima popularly known as Bob The Stylist is the CEO of Boys of Soweto, a renowned luxury brand in the country. Picture: Supplied/DNA Brand Architects
Image: Supplied/DNA Brand Architects
Ndima explained to IOL Lifestyle that while he excels as a creative director, he recognizes the need for a structured business system to sustain and scale the brand. "I understand my abilities as a creative director but recognise where I lack.
“Partnering with Bathu makes sense because they have a proven track record. From 2015 to date, they've built 35 stores and created jobs. Their structure and expertise will help Boys of Soweto grow beyond just being a passion-driven brand."
For Ndima, the partnership isn't just about business—it aligns with his values. "When I was in my late teens and early 20s, I had local favourite brands and designers, but today many of them no longer exist. They focused on the creative side but lacked the business element.
“I don’t want Boys of Soweto to face the same fate. Bathu Group understands both creativity and business, which makes them the right fit."
Beyond fashion, Ndima is drawn to Bathu Group's community-driven ethos. "They help kids with school shoes. It’s not just about survival but about uplifting our community. That’s the kind of impact I want to be part of."
Despite the collaboration, Ndima is adamant that Boys of Soweto will maintain its identity. "I spent seven days with Bathu’s leadership overseas and got to know them as people. I realized their values align with mine. This partnership won’t dilute Boys of Soweto, it will strengthen it."
Looking ahead, Boys of Soweto is set to make a bigger mark on the fashion scene. While traditional runway shows aren’t Ndima’s primary focus, he acknowledges their necessity.
"We will participate in SA Fashion Week, but we’ll also be creating our own fashion showcases. People will see more of our unique vision come to life."
With this strategic partnership, Boys of Soweto is not just growing, it’s securing a future in the ever-evolving fashion landscape.
The Bathu Group
Flowers For Society – A premium German sneaker brand, with which Bathu Group holds a licensing agreement.
Boys Of Soweto – A high-end fashion brand rooted in storytelling and style.
Monosi Sneakers – A Pretoria-born sneaker brand, celebrating local innovation and craftsmanship.
Avenue Exchange – A luxury perfume boutique dedicated to fine fragrances and curated scent experiences.
Baka – A bespoke premium furniture brand, that blends artistry with functionality.
Get your news on the go, click here to join the IOL News WhatsApp channel.
IOL Lifestyle