Hovhorosi Style spills into South Africa

Julius Malema and his Economic Freedom Fighters compatriots' sartorial choice for the SA parliament swearing in set tongues wagging.  

Clad in overalls and maids' uniforms, the EFF seem determined to represent the working class blacks fro whom the end of apartheid has been sorely a political change with their social and economic status at the bottom of society remaining the same.

But could Malema be taking a leaf out of Zimbabwe's much hyped Hovhorosi Style that hit Zimbabwe a while back, then seemingly receeded into obscurity?

The overalls as a fashion statement hit the headlines a couple of years ago when Zimbabwean youths fell over each other to place orders.

Demand then ebbed with designer Herbert Huruba citing the economic challenges being faced by Zimbabweans in general.

But it could be that the hype and the fad all went down because naturally with fashion, there is need for revamps and updates to keep consumers addicted.

EFF leader Julius Malema, who has visited Zimbabwe on numerous occasions, seems to have adopted the Zanu-PF youths style of berets symbolising both countries' guerilla-inspired liberation movements.

And as Malema took the bold move to go into politics full-time they became visible with their red berets and T-shirts but this evolved when the party moved further to adopt the blue collar apparel as their uniform during their campaign.

Although Malema did not get his regalia from the Zimbabwe designer, Huruba says he is elated that the youthful EFF leadership had adopted the style which hopefully will revive interest in the look.

"The style is now recognised around the globe, especially through Zimbabweans in the Diaspora who have visited the country and fell in love with our designs.

"These are the same people who have bought extra outfits for their friends and relatives in the foreign countries and they have made the design what it is today," he said.

The Hovhorosi Style with the signature of President Robert Mugabe comes in different shapes and colours including white, green, red, black and yellow.

The designer outfits are a brainchild of Zimbabwe Entrepreneurship Youth Action under a project called "Youth Building Zimbabwe Hovhorosi Style".

Huruba yesterday said while the economic challenges have affected their production line the Hovhorosi Style is there to stay and they are plans to engage investors to satisfy the growing popularity of the brand.

"If you check our Facebook page, the number of ‘likes' has gone beyond the million mark and these are the people who would want to have a piece of our style but we hope to push more volumes on the market since our colleagues in South Africa have  done us a good marketing job," he said.

Huruba added that they have since widened their designs beyond overalls and related clothing to include socks, shoes, T-shirts and berets with President Mugabe's signature.

"We started this in honour of one of Africa's greatest leaders and in recognition of President Mugabe's legacy that we continue to take inspiration from.

"We are also grateful to our colleagues in the EFF for pushing our ideologies further while strengthening Africa's resolve to be the truthful owner of her resources," he said.

In an earlier interview, Huruba and his business partner James Pande, expressed confidence in their bid conquer the Southern African region.