Gaining longevity in the arts is an art within itself.
Very often an artist of any kind may have a shelf life. A moment in time in which what they have to say, or offer is considered relevant or contributing to the zeitgeist.
Being able to have this influence over many years is the hard part.
The smartest way to ensure this is seen when an artist cleverly decides to add to their creativity and diversify their creative output.
Veteran rapper K.O still manages to have smash hits like 2022’s Sete but he is smart enough to have added a few others means in which he can capture the attention of local audiences.
SWave’s suave launch in the city
It’s another warm evening in Joburg as a small crowd gathers on the third floor of the Design District in Rosebank. The occasion is an auspicious one as K.O. is set to open a store that features his Skhanda World clothing line and a few other alluring amenities.
The wait is fairly long and as the store is being launched in partnership with cognac brand Martell, the crowd is put at ease by enjoying a few of the signature cocktails available at the bar area as a DJ spins out a healthy dosage of AKA’s best records.
Before K. O’s arrival, a few of his contemporaries stroll down the blue carpet placed at the entrance. The likes of rappers Da L.E.S, Don Design, Blxckie and L-Tido are all out to show some love.
Even comedian Loyiso Gola is in attendance, and he prefers the ambience outside as the well-designed store space is a little hot what with all the people milling about.
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Rapper Stogie T enjoys the fresh evening air on the balcony. To compliment the cognac, he lights an aromatic cigar or stogie, right after taking a few pictures of it. His time of arrival was well timed as the DJ spins his street anthem Dunno as he strolls into the store.
Skhanda World Avenue
The man of the hour arrives clad in denim, shiny metallic silver sneakers and white frames wrapped around his face. He stops to greet a few of the people along this balcony area before he steps inside to get proceedings going.
“The reason behind the name, just to give you an idea or paint a picture. Some people will say Swavé or whatever. This is not no…none of that s*** you know what I mean. It’s real simple. If you read it in Zulu, it makes more sense. So SWave it is and the reason we call it that is because SW is Skhanda Word and Ave is avenue, so Skhanda World Avenue,” he explains as a collaborative groan of ‘oh’ makes its way around the room as people weren’t certain about the name till this point.
“It’s the rapper in me,” he chimes cheekily.
Standing on a podium with a microphone in hand, his mannerisms and presence are exactly as they would be if he was on stage performing and even through just his speech of gratitude and shout outs, he conducts the crowd like the seasoned entertainer he is.
K.O also explains the layout of the store, which features an ice cream station, a sneaker laundry and juice bar in the hopes of getting people to engage with the space even if they aren’t shopping for clothing.
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“It’s all part of one’s growth and diversifying. Having been in the game and having done what one has done, I have explored different types of avenues of culture as far as entrepreneurial endeavors. I think I have probably reached the ceiling, so I want to tap into other parts of the culture and in a different way.
“That’s the reason why I really went out of my way to immerse myself in the apparel space.”
He recalls the rocky start this move had with the Cash Time Life apparel not taking off as he would have hoped but things aren’t the same for his Skhanda brand.
“I was able to get a partnership with Studio 88 and now here we are. It’s an ongoing story,” he says leisurely.
He says it took him learning and studying his predecessors to be able to bask in a moment such as this after years of hard work paying off.
“You don’t only learn how to get the flashy car or the drip. You also learn the pitfalls. Study the trials and tribulations of people you look up to. If they are able to overcome those and their legacy is that they made it when it’s all said and done, it didn’t happen without the pitfalls. Study the pain, blood sweat and tears and not just the end results.”
“I have never done anything for a photo op. Anything I do has to yield actual numbers in business. I’m inspired by some of the greats from around the world. This is an actual business.
“You can’t keep the lights on by doing things for the photo opportunity. We want to expand, and the success of this particular outlet will see that come to pass.”
He worked closely with a long standing friend and creative cohort, Tsholo who is also known as Felo Morez.
“The name says it all. It’s an avenue, it’s that corner you just wanted to be at growing up where all the cool people are chilling. It is inspired by everything that is dope around us from people like Virgil Abloh and people who gave us the confidence to know we can also do stuff like this.
“This is the first one but not the last one so look out for more,” Tsholo says.
Tsholo also explains how there weren’t many challenges on this journey, “it was just about making sure it looks the way we envisioned. We saw the spot, pitched for it and luckily, we got it. As long as you know what you want, the stars align.”
The Skhanda World cofounder reiterates the sentiments that staying relevant in one lane of art is hard and he would know as this is a man who was once a producer on the first Teargas album and penned a few lyrics on that record.
“I became their booking manager. I was their road manager, then their DJ, K. O’s road manager and K. O’s DJ and now we’re collaborating in this way. Don’t ever limit yourself and that’s what we want people to feel in the store as well as happy, wondering when you will be back.”
DJ and fashion designer Don Design has nothing but praise for K.O when asked about this new store and direction for the Skhanda Gawd.
“It is such an honour and inspiration to see someone like K.O who is a brother and collaborator of mine and just to see him do what he’s doing in the fashion space and growing himself as a brand and what he’s doing for the culture is amazing.
“There is really no difference between the music and fashion they are one thing. To see him extend his reach and taking a risk like this is great. I have bought some of the stuff already and what street wear is doing is incredible, I really appreciate that he’s always one of the first,” Don praises.
The night winds down with a few well prepared snacks and more drinks as the crowd peruse the shelves with a number of people walking out with white shopping bags after making a few purchases.
