By Lesley Mofokeng
The name David Tlale is at the tip of every tongue when one talks about premium South African fashion. A titan of sartorial elegance who turned 50 last month, his business empire boasts a factory in downtown Johannesburg that employs dozens of people, stores across South Africa, Europe and the US.
He runs a hugely successful internship programme and has starred in his talent search reality show on TV. For the man who was born and raised in Vosloorus on the East Rand, the journey to the top was not easy.
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Counting on the support of his now late mother, Joyce, and his faith, Tlale has weathered storms to become a household name.
In an interview with Vutivi News, he opens up about how escaping from an auditing class at Vaal Technikon turned his life around and how hard work and a Psalm power his 21 years in business.
How do you summarise your entrepreneurship journey?
The journey has been about hard work made visible continuously until the vision comes to life. If you believe in something, put your heart and faith in it and never give up, no matter what storms you encounter. If you have a dream or a vision you have to work at it, it will not work on itself.
What are the toughest business lessons you learnt?
I’ve had to learn how to take my God-given talent and abilities and turn them into a business. It has been an evolution from being a creative to a businessman. I’ve had to learn the whole value chain from the sourcing of the raw material, how the cotton is harvested to being a fabric, to having to convince people to consume my product and be profitable. I am not the first person to sell clothes, I had to establish how I stand out from everyone and to maintain high standards while evolving.
What business principles do you live by?
This is one of the most important things I teach in my internship programme. If you don’t stand on principles, you will fall. You have to love what you do, be punctual, respect your craft, work hard and more than anything else, believe in God for the talent he gave you and always pray over the success of your business.
How has your faith influenced your decision making?
My faith is a lifestyle. It is a continuous relationship with God. It directs my path and helps me make sober decisions. It reminds me that it’s not only about me, but for the glory of God. When you are chosen you become a changemaker. My steps are ordered by the Lord on a daily basis, just like Psalm 23 says, the Lord is my Shepherd and He leads and guides the flock to the right direction. My faith has helped me to remain steadfast through everything, the mistakes and the flaws.
How has the business of fashion evolved since you started?
When I was in school there were big fashion brands. The likes of Stoned Cherrie, Julian, Clive Rundle and Norman from The Boys paved the way in fashion. There were also amazing men and women in the townships who were dressmakers who did not understand the role they played in the textile industry, but they managed to fight poverty and alleviate unemployment. Then came the rise of Africa Fashion International that emphasised the need to understand that the fashion on the runway has to sell. The fashion industry can never be underestimated for its economic power. Its value chain involves farming wool, cotton and ostrich for example. We have continuously evolved and yet government has neglected and underrated the sector. Everyone needs to wear clothes and be covered; it’s a viable and sustainable business. The picture of how the retail store has also changed and luxury brands like Maxhosa and Thebe Magugu are doing amazing things in the world. We just need the support of public and private sectors.
How has technology impacted the production of fashion?
It has made a few things easier. Personally, I don’t believe in things like robots making clothes. If that were to happen, we will be taking bread out of mouths. There are some things that technology cannot do. In terms of manufacturing, fibre processing and finishing, the human hand is still needed. Putting people out of business and unemployment will affect our industry negatively. We still need them to earn money to afford the clothes.
What does it take to expand into foreign markets?
You will need to be exposed to those foreign markets and understand how their systems work. Ensure that there is a need for your products or even an appetite. The people must know you. You have to do the groundwork to establish your business. It’s important that what you bring is different to what they already have. What I know is that our Proudly South African goods are needed in the world, our wine, fruit, music, fashion… What we need is that government ministries must work with us as creatives. We need to partner and amplify the message of who we are so that South Africa remains appetising to the world; not only on Instagram. A collaborative effort empowers us as creatives and our country will win and that makes lobbying easy.
What are the three things every entrepreneur needs to survive?
Hard work, hard work and hard work.
What has been your lowest point in business and your highest?
The everyday stress of an entrepreneur of how I am going to do things and make sure that the overheads are covered. But you know what, I am always grateful to be up in the morning and have a chance to make change. We are now 21 years in the industry. It hasn’t been easy, but we are still standing and growing. When I left the auditing class to study fashion at the technikon, I took a leap and everything that followed has been a testament of my faith. I won the Elle New Talent award at SA Fashion Week in 2003 and haven’t stopped since then.
What is the most precious award you have received?
It is the gift of life. I treasure everything. Everything I have achieved has affirmed me and are testimonies that I am on the right path. I appreciate the gift of faith and taking the first step. The gift of boldness to tap into unknown territories. When you have faith, you have courage.
What are your projections for the future of David Tlale brand?
It’s a continuous journey from the day I wanted to globalise the brand. Every day, every week, every month and year I give the project a go. The attitude is that let us win, let us grow. From working in a small studio in Kelvin, Johannesburg, to today where we have an entity with stores distributing all over world, it has been fulfilling. We keep working on the vision, to be greater and for the brand that goes beyond my lifetime.
