Today, _thebemagugu_ is launching his label’s first e-commerce site, a platform for both shopping and exploration.
. Through his crisply tailored, nostalgic clothes, Magugu provides a road map through his own personal journey of growing up in the Northern Cape Province of Ipopeng, while also teaching and telling stories around postapartheid South Africa. He aims to make these historical and cultural narratives accessible to the rest of the world, and now he’s taking that quest a step further. Today, Magugu is launching his label’s, which is designed to look like an academic .edu platform.
The tees, which will also be sold exclusively at Dover Street Market, are introduced through a 2000s-era class photo-inspired campaign shot by South African digital artist Francesco Mbele and featuring 12 exciting young creatives in the country who work in music, art, fashion, and photography. As Magugu explains, “With Extracurricular, I wanted to create a space that’s youth-facing, prioritizing ideas of community, inclusion, and most importantly, the light-heartedness I have so missed in 2020.
The fall 2020 campaign featured on the new e-commerce site speaks to this as well. Photographed by South African image maker Travys Owen, the images showcase Magugu’s “muses” interacting and posing with objects that are representative of the designer’s childhood, whether “my favorite toy bike or the satellite dish my mom saved up for which exposed me to our industry. Those all have a special place in my heart.
Magugu points out that the launch of the e-tail site was, of course, partly due to business decisions made during the pandemic. After canceled orders from stores, the designer and his team felt it immediately critical to build a digital storefront, but one that felt engaging and genuinely representative of the brand’s core values. And again, education, inspiration, and reach were key.
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