Name: What does the global revival of denim mean for Lesotho?
Uploaded: 2025-12-07T15:22:39.060Z
Duration: 5 min 19 s
Description: In Lesotho, designer Khotso Koena is reviving denim the local way. He is partnering with seasoned tailors to craft fashion that is proudly rooted yet globally rated.

In Lesotho, designer Khotso Koena is reviving denim the local way. He is partnering with seasoned tailors to craft fashion that is proudly rooted yet globally rated.

Maseru

The global resurgence of denim as a symbol of cultural pride and fashion staple is prompting change in Lesotho, a country long known for its denim exports. Traditionally, Lesotho has produced millions of jeans annually for major international brands, with the vast majority exported to the United States.

Now, local entrepreneurs such as Hotza Gwena, founder of Savvy Jeans, are leveraging Lesotho's skilled workforce and denim legacy to build homegrown brands. This movement reflects a broader push for local ownership, economic resilience, and a reimagined future for the nation's textile industry, aiming to reduce reliance on foreign clients and foster innovation.

What does the global revival of denim mean for Lesotho?

Denim is being reclaimed by global black icons as a symbol of cultural pride and by top brands as a timeless staple. But what does this global reawakening mean for Lesotho, a nation steeped in denim production? And how is one young entrepreneur reshaping its legacy into a bold new future? For too long our denim has gone out, worn by others. It's time for us to hear our own story. 22-year-old Hotza Gwena from Maseri, Lesotho, is the founder of Savvy Jeans. In a country that has been a major global producer of denim, how is Hotza tapping into local skills and a renewed global consciousness to forge a new path for Lesotho's textile industry? My connection to denim actually arises from the fact that we as Lesotho produce denim and for the past decades we've been producing it for other nations. In the early 2000s, Lesotho emerged as Africa's denim powerhouse, producing over 26 million pairs of jeans annually, with 98% exported to the U.S. It's this legacy that drives Hotza, who's channeling national pride and economic purpose into Savvy Jeans, a brand rooted in Lesotho identity and ambition. Growing up I've always believed that I could become whatever I wanted to become, although by then it did not make sense to a lot of people. So I've always told my friends that I want to be a fashion enthusiast, I want to do that for a living, so they did love and I think things like that really pushed me harder. So that's when I started the whole thing and started thinking about it. Lesotho's denim industry boasts a skilled workforce shaped by years of producing for global giants like Levi's and Wrangler. Hotzo, Savvy Jeans' founder and lead designer, taps into this expertise. But building his own brand hasn't been easy. From sourcing quality materials to securing production space, Hotzo has faced logistical hurdles that test both creativity and resilience. Our production model was actually developed based on what we had when we started. I basically had a few ideas and approached a few tailors who understood where I come from, what I actually want to bring to life, so they executed that and that's how it started. When I design these pieces I always consider low functionality and also try and make fashionable pieces enough so that one can wear for whatever occasion that they want to go. You see, we wanted to bring more color to the denim, you know, so this is actually a collaboration between timber and I. As denim is reclaimed globally as a symbol of Black identity and with Lesotho's legacy as a major exporter, the rise of a Lesotho-owned brand like Savvy Jeans feels both timely and necessary. Hotzo's work reflects a broader shift towards local ownership, cultural pride, and a reimagined future for Lesotho's textile industry. To see brands like Savvy coming into the place and owning a bit of the market share is something that's quite impressive and something that I can also encourage for local production of as many brands. The same way we say Lesotho has quite a reputation when it comes to textiles and garment industry, I think we should have the same reputation when it comes to fashion in general by seeing many brands coming out of Lesotho. For decades, Lesotho has quietly powered the global denim industry, producing for major U.S. and European brands. But heavy reliance on a few international clients and shifting trade policies has exposed deep vulnerabilities, putting the livelihoods of up to 40,000 Lesotho textile workers at risk. Every other country, especially the overseas countries, they've been saying, OK, can we produce also from Lesotho, especially because they are known for producing high-quality products. So, well, we are comfortable. We are ready to do that because the government is also in support of us. The skills and expertise in denim production are deeply embedded within Lesotho's workforce. The challenge now is to pivot this existing talent towards creating locally-owned and branded products that can capture regional and potentially global appeal. My dream is for Lesotho to actually go beyond just producing fashion, but actually build skins to the youth, to actually mentor them so that we can channel our creativity into something that contributes to the economy. Hotsokuena stands at the forefront of a denim revival rooted in local pride by fusing Lesotho craftsmanship with global awareness, he's pushing for a more self-reliant and creative future. His journey signals a shift towards ownership, innovation, and a new generation shaping Lesotho's narrative.

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