Matsidiso – A Brand for the Liberated - T H R E A D S . M E D I A

Liberation; noun – the action of setting someone free from imprisonment, slavery, or oppression – to release

Liberation; freedom from limits on thought or behaviour

The meaning of liberation takes on so many forms in each of our lives. For some – liberation is the incessant urge to travel or the fact that a digital age allows us to work under a tree. For others – liberation is about helping people reach their dreams or using creativity to make something out of nothing. We all possess that which liberates us, for Matsidiso – it is about creating beautiful footwear with a beautiful purpose.

A Step in the Right Direction

After meeting her now husband, in South Korea – Jinae (American) and Christiaan (South African) decided to settle in Southern Africa. With a strong digital marketing background and a decade of experience – Jinae started out helping her mother-in-law, in her ballet / dance-wear manufacturing company. Intrigued and inspired by this new expedition – Jinae took great interest in the business as a whole. She saw boundless potential in its ability to manufacture fashion footwear, in addition to the handmade dance shoes that were already in production. Enthusiasm and freedom of exploration allowed new laces to be looped.

It turned out that a fashion footwear division was a long-standing idea for the business but without a dedicated driving force – remained unclaimed.

Like the in step to a shoe, Jinae’s unique eye for design, expressive passion and assertive spirit, fitted perfectly! Her efforts then became an integral part of the Matsidiso brand, as we know it today.

A Story of Liberation

Growing up in the Free-State, Jinae’s Mother-in-law was given the name Matshidiso by her ‘Sotho Mothers.’ They doted on the young girl who was born after a miscarriage. They felt that the name bore a reminder of life’s eternal challenges but also it’s endless joy’s.

When Jinae heard this story for the very first time – It was a pairing of divine proportions. This layered name – with such incredible history, heritage and personal connection was woven into the very fabrication of the brand.

Simplified but not subtracted Matshidiso became Matsidiso. With each pair that sold, came a story. A story of positivity in the face of reality. A story, each and every South African could relate to. A story – of Liberation.

Ethical Notions

For the Matsidiso brand, maintaining ethical and sustainable values are of the utmost importance. On the factory floor – this means using recycled fabrics or turning off-cuts into finished products – like shoe bags. Materials are sensibly sourced and suppliers carefully considered all whilst creating a unique A-grade product.

‘We are also very picky about our local suppliers. Their values are our values. Therefore, we choose suppliers, who make a greater effort to recycle, uplift their staff or are small businesses that need the support themselves.’ – Jinae Heyns, co-founder – Matsidiso Shoes

The Hands that Mold

Each finely crafted pair of Matsidiso shoes is brought to life by an expert team of cobblers, some of who hold over 35 years of experience in the footwear industry. Christiaan and Jinae’s family ideals spill over into their work life, as they endeavor to create a better employment structure for their employee’s. By offering team members pension plans and educational funds, Matsidiso aims to equip their workforce with the right skills and subsidies. They see this as a crucial notch in the practice, of empowering their employees to live more liberated lives.

‘Matsidiso’s vision is that through their ethically made shoes, they will have the opportunity to help build the SA economy by offering team members pension plans, educational funds for their family members, and will offer ongoing learning and up-skilling, to ensure that their team is more resilient to the sometimes unforeseen changes in a rocky economy.’ – Jinae Heyns, co-founder – Matsidiso Shoes

African Inspirations

The brand draws inspiration from a blend of vibrant Pan-African cultures and melds this together in a modern and luxurious way. With their ardent use of vibrant colours and textures, played off amid a very polished and modern setting – Matsidiso has imprinted itself, upon both local and international markets.

Shoes for Thought

Anyone and everyone who follows fashion, knows that it can be fierce! A tough exterior is often necessary for survival. For Matsidiso, the conditions are no different but their Ubuntu is… As sure as the sunrise, Matsidiso stays true to their core principals. They maintain and grow an economically empowered workforce, whilst ensuring that their quality products are as ethical and as sustainable as possible.

This brand not only holds heritage but it is a beacon of hope for the future. A shining example of the little leaps, small businesses can make in order to bring about some big changes in society.