Remember the name Anita Hlazo, because, very soon, you’ll be seeing it everywhere.

Hailing from the Cape Town township of Delft, Anita is a breath of fresh air to the fashion world. Her brand, Afrogrunge, is a powerful expression of individuality, uniqueness, and South African personality, challenging the traditional notions of grunge and reclaiming it for a new generation.

Anita’s journey into fashion began with a defining moment in high school: a workshop at Stefania Morland’s studio on Kloof Street. Witnessing the intricate process of garment making, from pattern to stitch, ignited a passion within her. 

Grunge, often associated with a specific subculture, left Anita yearning for representation.

Growing up in a township, embracing individuality could be isolating.  She found solace in music, exploring genres like rock, house, and hip-hop, but the grunge aesthetic resonated deeply. Afrogrunge was born from this desire to see herself reflected in a style she loved.

What started as documenting her personal style online and tagging it #Afrogrunge, driven by a simple desire to showcase this unique blend, has blossomed into a powerful movement.  Fast forward to 2023, and Afrogrunge is recognised as a beacon of African innovation, even considered for a showcase at Africa Fashion Week in London. 

But what exactly is Afrogrunge? It’s a fusion of seemingly disparate elements: the raw energy of grunge juxtaposed with the vibrant spirit of African aesthetics. Imagine flowing silhouettes adorned with safety pins, oversized band tees reimagined with intricate beadwork, and chunky boots paired with delicate, traditional prints. Each piece is a work of art, meticulously crafted with exquisite attention to detail and a dedication to quality that sets Afrogrunge apart from mass-produced fashion. 

Afrogrunge pieces often feature bold graphic tees with powerful messages, upcycled denim jackets adorned with traditional Xhosa beadwork, and flowing dresses that blend grunge silhouettes with vibrant African prints. This unique aesthetic has attracted a growing following who connect with the brand’s message of individuality and cultural pride.

Anita, quick to correct the term “fashion icons” to “people she visually admires,” draws inspiration from diverse sources like South African artist Moonchild Sanelly and international star FKA Twigs. These strong, visually captivating figures, unafraid to stray from the beaten path, reflect Anita’s own appreciation for boldness and differentiation – a spirit that shines through every Afrogrunge piece. 

Afrogrunge is more than just clothing; it’s a statement.

It’s about reclaiming a narrative, celebrating individuality, and showcasing the beauty of African creativity on a global stage.

With Anita Hlazo at the helm, Afrogrunge is poised to redefine not just a style, but a mindset.