A Soweto entrepreneur is carving out a niche in luxury fashion with handmade, custom-designed products that prioritise quality, individuality, and craftsmanship.
Thabiso Masake, 35, is the founder of FIND YOUR FACE. He began learning to sew in 2022 and officially launched the luxury streetwear brand in 2023. What began with a single handmade bag has since grown into a thriving enterprise taking custom orders and selling online.
Masake, from Protea Glen, draws inspiration from international luxury houses like Brunello Cucinelli and Loro Piana, admiring their focus on durable fabrics and longevity. While sourcing premium materials like cashmere remains beyond his current budget, Masake hopes to incorporate them as the business grows.
The brand produces tote bags, crossbody bags, backpacks and jackets, with each item individually tailored.
“What makes FIND YOUR FACE different is our work is custom-made. We don’t mass produce. Every piece is made for that specific person and the life they live,” Masake said.
The meticulous production process—from sketching and pattern-making to hand-cutting, sewing and finishing—can take between eight and 16 hours per bag. Masake personally inspects all genuine leather and quality fabrics sourced from trusted Gauteng suppliers.
While FIND YOUR FACE has expanded from serving friends and family to gaining recognition across media platforms like Entrepreneur Times, Radio 2000, Lesedi FM and Motsweding FM, the journey has hurdles.
High material costs, limited funding, managing operations single-handedly, and competing with cheap imports present ongoing challenges. To build his market, Masake relies on social media platforms like Instagram, TikTok and Facebook, alongside word-of-mouth.
Looking ahead, Masake aims to establish FIND YOUR FACE as a global luxury fashion house originating from Soweto. His future plans include opening a Johannesburg studio, employing township youth and eventually exporting internationally.
For aspiring designers, his advice is simple: “Start with what you have. I started with one sewing machine in 2022. Don’t wait to have a lot of money. Learn your craft well, focus on custom work that makes people feel seen, and be patient. Quality will always speak for itself.”
