The Full Story
Welcome to GUGUBYGUGU
GUGUBYGUGU isn’t just a brand—it’s a bold statement of identity, culture, and craftsmanship. We’re a luxury
streetwear label that breaks boundaries, creating genderless clothing that transcends fashion’s norms. From knitted sweaters, jackets, pants, to tops, every piece we make tells a story of authenticity, creativity, and sustainability. What sets us apart? Our commitment to using natural luxury fibres like mohair and wool, which are locally produced, spun, and woven into every design right here in South Africa. We take these raw, beautiful materials and transform them into one-of-a-kind pieces that invite you to express yourself—your style, your story, your truth. At GUGUBYGUGU, we’re not just designing clothes, we’re creating wearable art, steeped in cultural heritage and elevated by impeccable craftsmanship.
Meet The Founder
I’m Gugu Peteni, the founder and creative director behind GUGUBYGUGU. Fashion isn’t just my profession—it’s my purpose. With a degree in Fashion and Textile Design from Nelson Mandela University, where I graduated Cum Laude in 2018, I’ve always believed that fashion can change the narrative. It’s a platform where stories are told, where we can reshape perceptions and build connections across continents.
From the runways of South Africa to Paris and New York Fashion Week, my work has always centred on one mission: to elevate African designers on the global luxury stage while remaining deeply rooted in local craftsmanship. At the heart of everything we do is a celebration of African heritage, woven into every thread of GUGUBYGUGU.
Our Commitment to Craftsmanship and Sustainability
At GUGUBYGUGU, we’re not here to follow trends—we’re here to lead with purpose. Our focus on sustainability runs deep. We source all our luxury fibres locally, partnering with trusted suppliers who share our passion for ethical production. Every piece you see from GUGUBYGUGU carries the story of the land, the people, and the traditions that inspired it.
We’re proud to be partnered with Mohair South Africa, an organization that has set the gold standard for the ethical and sustainable production of mohair. This collaboration ensures that our mohair is traceable, transparent, and produced with integrity, contributing to the long-term sustainability of the South African mohair sector.
Join Our Movement
GUGUBYGUGU is more than fashion—it’s a movement. We invite you to explore our collections, dive deep into
the stories behind each garment, and be part of a brand that’s making a positive impact on the world of fashion.
Our pieces are designed to stand out, connect, and inspire. So, whether you're in it for the art, the luxury, or the
cause, there’s a space for you in our world.
Welcome to GUGUBYGUGU—where individuality is crafted.