Every year during the festive season, many families in the Eastern Cape come together to celebrate an important traditional rite of passage for young men called imigidi.
This ceremony honours boys who have completed their journey into manhood. As part of the celebration, families buy special traditional clothing and accessories that are worn during the festive season.
This year, local clothing shops have reported an increase in profits as customers scrambled for fashionable traditional wear costumes.
Many more people are visiting these shops to buy Xhosa traditional outfits to welcome the young men home. The festive season and imigidi celebrations have become a major boost for local business owners who sell cultural attire.
One of the business owners seeing success this season is Sikelela Qwakele. Sikelela owns a clothing shop in eNjoli in Port Elizabeth that sells traditional outfits, including blankets, headpieces, beaded accessories, and shirts made in cultural designs. She says this season has been her best.
“This year has been amazing,” says Sikelela. “So many families have been coming to buy traditional clothes for imigidi. People are proud to wear cultural attire and celebrate our young men. I never expected so many customers, but the support has made a huge difference.”
Sikelela explains that last year her shop struggled after a slow start to the year, and she worried about keeping the business going. But the influx of customers during imigidi celebrations has changed things for her.
“The profit I’ve made from selling these outfits will help me fix up the shop,” she says. “I am planning to repaint, buy new displays, and stock more traditional clothing for next year. This season’s success has given me hope and confidence to grow my business.”
Many families travel from rural areas and even from towns nearby just to shop in eNjoli’s clothing stores. They come looking for outfits that show cultural pride and respect for tradition. These include the colourful blankets worn by Xhosa men, specially designed shirts, and gear for the ceremony itself.
Another success story is Moja Culture, a brand that has gained attention from buyers not just in the Eastern Cape but across South Africa. Moja Culture was founded by Luvolethu Nxala, who had a vision to make traditional Xhosa clothing more accessible and affordable, especially for people who cannot easily visit local shops.
Luvolethu started Moja Culture online, where customers can place orders and have their outfits delivered quickly and at a lower price. She says the response has been incredible, especially during the festive and imigidi season.
“This year, we have seen more online orders than ever before,” Luvolethu says. “People are excited to wear traditional clothing to honour their culture and celebrate with family. Being able to offer affordable Xhosa outfits that arrive fast has made a big difference for many customers.”
Moja Culture’s online platform has helped young people and busy families save time and money. Some customers order entire outfits for their families without having to leave home. Luvolethu believes this convenience has helped her brand stand out.
Both Sikelela and Luvolethu agree that the popularity of imigidi celebrations has created a valuable economic opportunity for local clothing businesses. The growth in demand for cultural garments has not only helped their stores financially, but it has also encouraged pride in tradition and community.
As the festive season continues, local clothing brands in eNjoli and online are ready to serve more customers and grow even more. For many business owners, imigidi is not just a tradition, it’s a chance to build a stronger future.
siphosethu@vutivibusiness.co.za
