Truth Gexa Designs emerged victorious at this year’s Bellville Business Expo, showcasing the hard work and creativity of its founder, Athenkosi Gexa. This four-year-old business specialises in affordable, tailor-made clothing for the South African market, utilising local materials and blending ethnic and contemporary designs to create accessible African-centric streetwear.
In a world where the best-laid plans often clash with reality, Athenkosi’s decision to take control of his future is a testament to the power of perseverance, creativity, and the pursuit of one’s passions.
A Humble Beginning
Athenkosi grew up in a single-parent household in Cape Town, with roots in eNgcobo in the Eastern Cape. His educational journey took him through various schools, culminating in his matriculation in 2013. He pursued his passion for engineering and enrolled in Northlink College, studying Electrical Engineering Heavy Current. However, the road after graduation was not easy. Despite his qualifications, Athenkosi faced a challenging job market, leading him to have to work in retail to make ends meet.
The Spark of Entrepreneurship Ignites
Like that of so many other entrepreneurs, Athenkosi’s journey started out of necessity. With his employment contract coming to an end in late 2019, and no immediate prospects for permanent work, he decided to take matters into his own hands.
He sought the guidance of a friend to learn how to use a sewing machine, and quickly found a newfound passion and undiscovered talent. “The very first day using a machine I felt like I was born for it,” he says. Within weeks, he mastered the basics of sewing and began to nurture the idea of starting his own clothing brand.
By June 2020, amid the challenges posed by the COVID-19 pandemic and his chances of finding permanent employment fading, the idea of starting his own clothing brand was born.
Despite setbacks, including being evicted from his friend’s workspace and not owning his own sewing machines, Athenkosi borrowed money from his brother to rent a space at a sewing project in Marcus Gavey, demonstrating his commitment to his plan and vision. He further taught himself the critical skills of cutting and pattern making through YouTube tutorials, and officially registered his business entity, Truth Gexa Designs (Pty) Ltd in October 2020.
Learning and Growing
Starting as a novice in the business world, Athenkosi encountered numerous challenges. One of the toughest lessons was understanding the importance of identifying a target market. “I still remember my first radio interview when I was asked about my target market, and I answered, ‘everyone is my target market,’” he recalls.
To refine his focus and enhance his business acumen, Athenkosi proactively sought advice from experienced entrepreneurs and enrolled in various business incubation programs, including CFE at Westlake College, UWC Centre for Entrepreneurship, and The Craft and Design Institute. These experiences significantly enhanced his knowledge and skills.
“I received business coaching and mentoring and participated in business pitch competitions to help me scale my business. I now know who my target market is!” he says.
Athenkosi’s dedication paid off as he transitioned from renting sewing machines to establishing his own manufacturing capacity. By May 2022, he began operating from his bedroom, and today, he proudly runs a store at UWC Trade Market in Bellville, employing three individuals—a significant milestone in his entrepreneurial journey.
Celebrating Achievements
His accomplishments over the past few years are a source of immense pride. Some of his notable achievements include:
- Winning 1st prize at the Bellville Expo in October 2024.
- Securing 2nd place for the best business pitch in March 2022.
- Being recognised as the Western Cape Best Fashion Designer at the Mzantsi Art and Media Awards in March 2022.
- Winning 1st place for Best Business Pitch in August 2021.
These accolades not only validate his hard work, but also inspire him to keep pushing forward.
Wear your Brand with Pride
Understanding that customers are the lifeblood of any business, Athenkosi actively promotes his brand by wearing his products everywhere he goes, collaborating with social media content creators, doing radio interviews and participating in expos and fashion shows. His approach to customer service is rooted in respect, transparency, and timely delivery.
Motivation and Legacy
Athenkosi draws his motivation from critical and creative thinking. “I love coming up with new concepts—it ignites that spark and passion in me”.
His purpose is deeply tied to his personal experiences and the desire to create opportunities for others. Having faced the frustration of unemployment after completing his studies, he is determined to change that narrative for himself and his employees. As a proud father, he aspires to set a strong example for his son, instilling the values of hard work and dedication. “I want him to know that wealth is generated through hard work and perseverance against all odds.”
Advice for Aspiring Entrepreneurs
Athenkosi offers three key pieces of advice for fellow entrepreneurs:
- Associate yourself with individuals who share your values and have your best interests at heart.
- Pursue work that ignites your passion, as this will help you persevere through tough times.
- Have Faith: It is the ability to see the invisible, believe in the impossible and trust the unknown.
Athenkosi Gexa’s decision to take control of his future, and his commitment to learning and upskilling is a powerful reminder that challenges can lead to remarkable growth. He hopes the story of Truth Gexa Designs encourages aspiring entrepreneurs to embrace their passions, learn from setbacks, and remain steadfast in their pursuit of success.
