Midrand: AfricUpdate – News Desk
House of One has made history by becoming the first South African fashion brand to collaborate with global retail giant Shein. Speaking to CapeTalk, Co-founder Paul Nunes said the partnership is a milestone for the company and a testament to how creativity and persistence can propel a small, homegrown label onto the world stage. Nunes explained that the brand deal entails 100 fashion pieces every single month for the next 12 months, with House of One having its own shopfront on Shein’s platform. Interestingly, House of One didn’t begin by producing physical clothing at all. The company started out by selling digital patterns only.
“We hired talented designers, created full technical packs, and sold PDFs to consumers who wanted to make their own clothes or take them to a local tailor. We didn’t sell a single item of clothing until Shein came along,” said Nunes. The brand’s creative approach helped it stand out. House of One launched with designs, storytelling, and cultural expression. “We created a 12-minute musical film and a four-track EP for our launch. We wanted to entertain people and hook them into the brand journey. That’s what made our content so different,” Nunes explained.
The strategy worked, and Shein discovered the label on Instagram, impressed by both the aesthetic and the way the brand presented itself. “At first, we thought the email from them was a scam. But once we realised it was legitimate, they told us they loved our designs and the way we told our story,” he said. “They said our aesthetic fit what they were looking for, and asked if we’d like to do a collaboration.” While the opportunity is a breakthrough, Nunes acknowledged the wider debate around fast-fashion retailers like Shein. “You can’t deny the impact. Local industries around the world, not just in South Africa, have raised concerns about being undercut,” he said.
“But I think as local brands, we need to compete on more than just price. It’s about knowing your market, building your brand, and leaning into what makes you unique.” Some have also questioned why the garments aren’t being manufactured locally. Nunes explained that Shein handles the manufacturing as part of the agreement, and that happens in China. “But when we were selling patterns, people were making clothes locally with local fabrics and tailors. That’s something we may revisit in the future.” For now, the focus is firmly on making the most of the collaboration. Nunes said Shein has positioned House of One as a “quiet luxury” label on its platform, targeting a slightly older demographic than its usual base.
“Their core market is 18 to 25, but they told us our aesthetic appeals more to the 30 to 40 age market, which is new territory for them. It’s exciting to know that our designs could bring in a completely different shopper.” House of One’s creative director, Ronaldo Engelbrecht, leads the design team alongside two colleagues, and together they work closely with Shein’s global trend analysts. “They send us monthly reports and even provide us with fabric samples to choose from. That allows us to maintain a certain level of quality control while designing for an international audience,” added Nunes.
The scale of the opportunity is clear. The company is expected to reach around $100,000 (R1.75 million) in sales by the third month. “If we can hit that, we’ll know the collaboration is heading in the right direction.” Nunes also noted that working with Shein has been seamless. “They’ve been extremely efficient. No meetings are missed, no deadlines are moved. It’s exactly what you’d expect from the world’s biggest fashion retailer,” he said.
