While others may think dreams are “just dreams”, this proved to not be the case for Nondumiso Yolanda Evidence Zulu (24) from Durban, KwaZulu-Natal who saw a logo in a dream and drew it in a notepad upon waking up. A logo that would now be known to be that of her clothing brand, Asukume Apparel which Zulu founded in January 2021.
“Asukume is a brand built on courage, determination, and faith the size of a mustard seed and it aims to inspire people who have fallen and need to be motivated to dust themselves off and try again,” said Zulu.
Asukume is an isiZulu saying which means “she/ he must rise or stand up”.
Asukume Apparel founder, Nondumiso Yolanda Zulu.
Zulu is a Philosophy Politics and Law graduate, and a Bachelor of Laws final-year student at the University of KwaZulu-Natal. She is an African spirituality enthusiast with an innate desire for justice. She is also a proud African and says she built Asukume on the roots of her identity.
“My mission is to provide great quality clothing that is comfortable and affordable, with a unique logo and a slogan that can be read in a split second but leave a lasting impact.
“Apart from impacting the lives of people who may feel there is no light at the end of the tunnel, my goal is for Asukume to be a well-known brand associated with kindness, warmth, strength, and selflessness.”
When asked what sparked the idea of her clothing business, Zulu said it is her love for comfort and comfortable clothing. She wanted to offer both comfort and empowerment – to get a message across that no matter the circumstance today, you should wake up tomorrow and emerge. “I also wanted to remind the youth that there are always gaps in the market which we can fill with our skills and be successful in our niches. The trick is in starting,” said Zulu.
Zulu did not have a lump sum of funds to start her business, but her innovative mind coupled with her determination led to her using a small amount of her savings to make one item which she then advertised on social media, and that is how her business took off.
Zulu can be described as the best ambassador for her business because she lives the message she is trying to share while being an inspiration to others.
After a year [2020] that many could describe as the worst for businesses, Zulu found the courage to start a business in the middle of a global pandemic and is still making it work. Although she does not sew the garments herself, she, however, is very much involved in the production of the clothing items. All the designs which go onto the garments are designed, edited, and placed by her.
She is also hands-on in other aspects of her business such as scouting and dressing the models who model her clothes and capturing all the images that showcase her clothes on Asukume’s social media platforms.
Motivated by her mother, and the women and men who form part of her lineage who were unable to share the ideas they had and exercise their entrepreneurial skills because of the circumstances they grew up under, Zulu decided to use her creativity, drive, and passion to honour her ancestors by creating something they were unable to.
“Asukume is in fact not my first business, it is a division of my company, Risen Entertainment which too places an emphasis on building a risen generation. These [businesses] have both taught me that perseverance is key in entrepreneurship,” said Zulu.
Asukume Apparel currently offers a range of shorts, hoodies, t-shirts, sweatpants, sweaters, baseball caps and bucket hats. Being the visionary that she is, Zulu says she plans to expand her product range to include warm socks and beanies for winter, as well as gym gear in spring.
To keep up with Asukume Apparel’s product offering, visit their social pages and DM them to make a purchase. They are @Asukume_ZA on all social media platforms.
