Cape Town fashion label becomes first SA brand to collaborate with SHEIN
In an unprecedented leap for South African fashion, Cape Town’s House of One has become the first local brand to secure a collaboration with global online retailer SHEIN.
From humble beginnings selling digital sewing patterns to a curated fashion debut on one of the world’s largest platforms, this partnership is a landmark moment.
For co-founder Paul Nunes, the deal isn’t just a business win, it’s proof that bold creativity and persistence can elevate a niche local brand to international relevance
Contrary to conventional fashion startups, House of One began its journey not with garments, but with downloadable PDFs.
Nunes explains: “We fundamentally sold you inspiration.” Customers either made garments themselves or took the patterns to local tailors before a single physical item was produced.
Their distinct approach of blending design with narrative seemed to catch the algorithm’s attention.
A 12-minute musical film served as their launchpad
That innovative storytelling captured the interest of SHEIN’s acquisition team via Instagram.
Nunes recalls the moment of discovery: “At first, we thought the email was a scam. But once we realised it was legitimate… they said our aesthetic fit what they were looking for, and asked if we’d like to do a collaboration.”
Under the year-long agreement, House of One will release 100 new pieces every month, hosted through its own branded storefront on SHEIN’s platform.
The brand has been positioned as part of SHEIN’s “quiet luxury” offering, targeting a slightly older demographic of 30- to 40-year-olds, distinct from the platform’s traditional Gen Z base.
Meanwhile, the SHEIN X capsule collection, reportedly featuring 50 refined wardrobe staples, showcases the label’s signature aesthetic of clean lines, soft tailoring, structured yet understated designs with details like pleats and piped edges.
Lead Designer Ronaldo Engelbrecht sums it up: “This collection embodies our belief that clothing should feel like a reward – elevated but never fussy.”
As the collaboration unfolds, sales expectations are high. Nunes estimates the brand could reach around R1.75 million by the third month – an early benchmark that could signal the venture’s success.
Still, the arrangement raises questions, particularly around fast-fashion dynamics and local manufacturing. Nunes acknowledges the concerns: “You can’t ignore the debate… as local brands, we need to compete on more than price. It’s about storytelling, culture, and brand identity.”
Production remains with SHEIN in China, though the option to shift to local manufacturing remains on the table for the future.
For now, House of One’s creative director, along with a small team, collaborates closely with SHEIN’s trend analysts.
They receive monthly reports and fabric swatches to maintain quality control and ensure global appeal.
IOL Lifestyle