FRNDLY South Africa, founded in 2021, is a movement that supports creative businesses, art, and culture. Its main goal is to use design to bring people together and promote activism, focusing on celebrating South Africa’s diverse cultures while tackling current social issues.

The FRNDLY creative team is launching a new self-marketing strategy because they realize that today’s market focuses not just on products, but also on the people behind them. This change is influenced by a socially engaged culture shaped by popular online figures, many of whom can’t afford to hire influencers.

The FRNDLY South Africa creative collective has over six members, each with specific roles. They work from various townships around Johannesburg, which makes them relatable to a wide audience. The brand proudly comes from Johannesburg, including areas like Eastrand, West Rand, and Soweto. None of their members has more than a thousand followers. They connect directly with their niche audiences and often share the saying: “It’s not about the numbers; it’s about the movement,” a piece of advice from their friend, Thapelo Stylerjam Molefe.

We have been in ongoing talks with the UK and South Africa-based brand HOODGOLF about innovative strategies for mutual growth for several years. Their work resonates with our youthful spirit and reflects the passion of golfers who always strive to improve. Recently, we explored their latest collection, the HOODGOLF Country Club, which has generated significant interest in sports research, especially regarding township golf tournaments. This has inspired us to humorously discuss a project that celebrates that cultural experience.

Photography and direction:@insta_calvin
assisted by @larry_ walkhardt and @ojay_theyoungin

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