MANZINI – Ahead of this year’s Luju Food & Lifestyle Festival, rising local fashion brand Ruff Cut is gearing up to make a statement on the runway. Known for its edgy use of denim and bold streetwear silhouettes, Ruff Cut will be among the designers showcasing under the theme “Threads of Time” at House On Fire from August 1 to 2.
Ruff Cut co-founder and designer Madoda Vilakati sat down for an interview with The Independent News, sharing the journey of the brand, its inspiration, and what to expect at this year’s show.
Tell us how Ruff Cut came about.
Ruff Cut is a street brand which emerged from Ngwane Park in the town of Manzini, also known as Bremmasdorp. It was founded by me and my childhood friend Ntsetselelo Maphosa. I was inspired to get into sewing during my teenage years. I used to help my aunt with her sewing work, and I learned a lot from that experience. After high school, I realised this was my talent and I enrolled at SEW AFRICA in Johannesburg from 2009 to 2011.
In 2014, I reunited with my high school friend, and we came up with the brand Ruff Cut Industries. We were both artists in high school. We named it Ruff Cut because of the roughness in our designs and the toughness of the materials we use for our clothing.
What sets Ruff Cut apart from other streetwear brands?
Our distinctive stitching makes our clothing one-of-a-kind, and that’s uncommon. That’s why our slogan is ‘One Stitch Above the Best.’ Being in the fashion industry is no mistake for me—it incorporates a lot of artwork, which I truly enjoy. I’m just glad I’m doing something that’s in my genes and represents my style.
How does Ruff Cut engage with its customers?
Our main concern is customer satisfaction, so we always go the extra mile to find the best quality fabric and accessories. If we need to import materials, we do. We have open discussions with our customers and advise them on design, body shape, and fabric choices to ensure we meet their expectations.
What should people expect from Ruff Cut at this year’s Luju Festival?
We’ll be showcasing six or more looks, each completely independent from the other. Expect a lot of creativity in denim, colour, and other materials. This will be our third time showcasing at Luju, and I think it has really helped grow our brand in terms of recognition and marketing. We’re really thankful for the opportunity given by Standard Bank and its partners.
What are some of the challenges you face as a designer in Eswatini?
Our biggest challenge is sourcing good materials and accessories. Local suppliers try their best, but often they can’t meet all our demands. That’s why importing is sometimes the only way to keep up with trends. What I’ve noticed with many young designers is they don’t put in the effort to source high-quality fabric—they just use whatever is locally available, and that compromises their brand.
Any advice for young designers?
I’d really advise young designers to study fabric if they want to take their brands far. Don’t settle. Fabric choice can make or break your collection.
What’s next for Ruff Cut?
Next year, we’re looking at launching an online shop that will ship items internationally. I was really pleased with our recent collaboration with MTN Bushfire—it gave the brand international exposure, and we made sales to visitors from outside the country. That’s the direction we’re aiming for.
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