In a fusion of skills and excellence, The Singleton, a globally acclaimed Single Malt Scotch Whisky brand, and TSHEPO JEANS, South Africa’s premier luxury denim brand, have come together in a partnership set to redefine industry standards. The announcement, made on 29 February, marks a significant milestone for both brands, signalling a commitment to quality, innovation, and shared values.
Shared Values and Commitment to Craftsmanship
Tshepo Mohlala, the visionary behind TSHEPO, expressed his enthusiasm for the collaboration, highlighting the alignment of values and dedication to craftsmanship.
“This partnership communicates our unwavering commitment to craftsmanship which has earned us a seat at the table; and vindicates the direction TSHEPO has taken to create a luxury aspirational brand that can compete with the best in the industry,” says Tshepo Mohlala, Founder of TSHEPO.
With TSHEPO’s aspiration to compete on a global scale, the partnership with The Singleton offers a platform for growth and international recognition.
“We believe that this partnership will augur well for our brand and will help to carve a niche for it both at home and on the international stage,” says Mohlala.
The Singleton’s Theo Zulu’s Perspectives
Senior Brand Manager for The Singleton, Theo Zulu, echoed Mohlala’s sentiments, emphasizing the synergies between the two brands and their shared ethos of excellence.
“Our partnership not only reflects the synergies between both brands but gives us an opportunity to tell our story of excellence alongside TSHEPO thereby entering a space of creation and expression that is outstanding in the category,” Zulu remarked.
He adds, “While the nature of our trade as a business is to distill the finest single malt scotch whisky that is perfectly blended and matured in combination of casks, we also stand firm about who we are as The Singleton. The Singleton represents every individual with an unwavering determination to do things differently by going against the ordinary and wanting to thrive in their craft which is exactly what TSHEPO is holistically.”
Redefining Creativity
For Tshepo, this collaboration extends beyond mere a business venture; it embodies a shared passion for creativity, innovation, and a commitment to pushing boundaries. This opportunity is to redefine creativity and celebrate African craftsmanship on a global stage.
“Before TSHEPO was formed, I specifically chose denim as my fabric of choice because quality denim is very much like The Singleton – it stands the test of time. Apart from its maturity, good quality denim has purpose and versatility which is what I have been perfecting throughout my 15 years in this business,” Tshepo concludes.
Unveiling the Collaborative Journey
The partnership will kick off with a series of social media content featuring Tshepo in March, followed by an in-store campaign offering consumers a chance to win exclusive TSHEPO merchandise with every purchase of The Singleton. This collaborative effort not only strengthens the bond between the brands but also provides consumers with a unique opportunity to engage with and experience the essence of craftsmanship first hand.
As The Singleton and TSHEPO embark on this journey together, they invite the public to join them in celebrating a union of craftsmanship, innovation, and excellence. The Singleton will kick-off the partnership with a social media content series featuring Tshepo Mohlala in the month of March followed by an in-store campaign where consumers stand a chance to win TSHEPO merchandise with the purchase of every bottle of The Singleton
For more information on this partnership, follow @singletonsa and @tshepojeans on Instagram, The Singleton and Tshepo Jeans on Facebook.
