By Seleoe Nonyane
Alutacrochets is a clothing brand that produces crafted clothes and textiles made of various kinds of yarn which was established in September last year.
Alutacrochets founder is a 23-year old Mosotho Tṧolo Phelanyane from a village called Lejoe-Motho, Ha Lejone in Leribe district.
Alutacrochets focuses on bringing unique taste of high quality fashion from streetwear to office-wear using authentic crocheted clothes in different textures, feel and colours that resonates well with people’s emotions and identity.
“We bring to people all fashion styles from vintage and modernism,” Phelanyane said.
Phelanyane, who is also the manager of Alutacrochets said the aim of the brand is to provide the youth -which is their target market- with a sense of hope and motivation through clothes.
“Hence the name “Aluta” which is derived from a Portuguese phrase “Aluta Continua; Victoria ascerta” which simply means “The struggle continues; victory is for certain,” he explained.
He emphasized that the brand is targeted at the youth because he has experienced that the youth is really hopeless when it comes to job opportunities, resources and equipment. Therefore, without these some young people fail to make a living out of their careers after they finish their higher education studies.
“So the brand is more like a hug of “it will be alright soon only if we keep pushing our hustles” to the youth,” he said.
The 23-year-old mentioned that this all started as a hobby and later developed into passion because it aligns well with his interior architecture career.
Phelanyane is an honors degree graduate who holds a Bachelor of Arts in Interior Architecture from the Limkokwing University of Creative Technology.
He believes that collaboration is essential in order for him to grow his brand and he plans on partnering with different stakeholders in the fashion industry so that he can dominate.
“Working with more people will help me grow the brand smoothly. Designers, models, photographers, influencers, journalists, publishers and local store owners and distributors will be involved.
“I need all these professionals to make the brand grow and progress. So, working with them will not only help me grow the brand but also help me exchange ideas and perspectives towards what people like in this fashion industry,” he said.
The architect is also into carpentry, graphic design and is a lover of good music.
He aspires to be a mogul, an influencer and a person who is able to help his community where it lacks improvement.
For orders he can be contacted on +266-57625304. The social media handle is alutacrochets on three platforms facebook, twitter and Instagram.
