Joachim Garments, a leading Basotho luxury streetwear label, has been named one of Lesotho’s most admired local brands in the 2025 Brand Africa Rankings.
This prestigious recognition highlights not only the brand’s meteoric rise in the fashion industry but also its growing influence on African cultural identity and entrepreneurship.
Joachim Garments walked away with several top honours in this year’s rankings, including: Most Admired African Brand Contributing to a Better Africa – Lesotho, Most Admired Lesotho Brand, Most Admired African Brand (Spontaneous Recall), Most Admired African Brand (Aided Recall).
These accolades mark a remarkable achievement for a brand that began just six years ago in the modest confines of a rented room. Founded in 2019 by self-taught designer Katiso Tsoho, Joachim Garments has carved a niche for itself with bold, contemporary designs that reflect and celebrate Basotho heritage, resilience, and cultural pride.
“As a young kid chasing a dream from a small rented room in Katlehong, I remember spending weeks sewing day and night, with only short naps on the machine to keep me going,” shared Tsoho in an emotional statement following the announcement.
“I never imagined that one day, a brand I built with calloused hands and relentless hope would stand here… recognised as the Most Admired Brand in Lesotho and one of Africa’s Most Admired Brands.”
Tsoho emphasised that Joachim Garments remains a grassroots operation with a small team and limited resources. “We are a small team. A young brand. No fancy systems. No major capital. Just vision, grit, and a deep-rooted love for our people. Every stitch, every thread, every pattern, crafted with intention. Built from scratch by Basotho.”
Joachim Garments has become known not only for its innovative streetwear pieces but also for its commitment to community and youth empowerment. The brand often collaborates with local creatives, models, and photographers, creating a platform for emerging talent while keeping the brand firmly grounded in the Basotho community.
The Brand Africa Awards are based on extensive consumer surveys conducted across the continent, measuring brand recognition, trust, and admiration. In Lesotho, these rankings reflect the voice of the people, highlighting the brands that are not only popular but also perceived as contributing positively to society and national identity.
Brand Africa’s founder and chairman, Thebe Ikalafeng, has long emphasised the importance of elevating African brands on the global stage. The rankings are part of a broader movement to promote self-reliance, creativity, and economic development through local enterprise.
Joachim Garments’ recognition in multiple categories is a reflection of its authentic storytelling, cultural relevance, and unwavering focus on quality. It also signals a shift in consumer behaviour, where Basotho and Africans at large are increasingly embracing and celebrating their own brands.
As Lesotho continues to support the growth of creative industries, Joachim Garments stands as a beacon of what is possible when vision meets resilience. Its journey from a dream in a bedroom to a nationally and continentally admired brand serves as an inspiration to aspiring entrepreneurs across Africa.
With eyes now turning toward the future, Joachim Garments is not just setting trends, it’s making history.
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