About Us
Brand Essence
Afrika Joe is proudly African apparel — meaningful, well-made t-shirts inspired by the continent's culture, landscapes, people, humour, and spirit.
Every garment is a canvas for original art that celebrates Africa: animals, flora and fauna, landscapes, and the people who bring it all to life, told with warmth, humour, and emotion that creates a real, personal connection to Africa. These aren't trends — they're stories.
We believe in artisanship over fast fashion, in honest production and responsible sourcing, in fewer, better garments built to outlast the season they were made in.
Every design carries meaning, sparking pride, nostalgia, or joy in whoever wears it — because we believe clothing can be more than something you wear. It can be something you feel.
Our Story
Afrika Joe was founded in 2018 in Cape Town, South Africa, out of a simple belief: clothing inspired by Africa should actually be made in Africa — by people who've actually lived it.
It's a proper family affair, started by a husband-and-wife team who set out to build something with a real connection to the continent from the ground up. So they teamed up with designer Jacques Coetzer, who sketches every single piece by hand — no computers, no shortcuts, just pen, paper, and a good eye for the ridiculous.
Jacques picks up his ideas the old-fashioned way, on the road, in the moment, capturing the humour and unexpected charm of actually traveling through Africa — and turns them into artwork that's as real (and as funny) as the trip that inspired it.
Afrika Joe is a small business by choice. Staying small keeps us close to our values, our people, and our purpose — proof that a family business can have global reach without needing to start big to make a meaningful impact. We believe intention matters more than scale, and that care and purpose are what create longevity. That's the storytelling that lives on through our garments: today, Afrika Joe pieces live in homes across South Africa and around the world — a proud reflection of who we are, as a people and as a nation.
Made Locally, On Purpose
Afrika Joe is actively committed to local production, start to finish. 100% of our clothing is made right here in South Africa — all fabrics are African-sourced and knitted at African mills, then cut, sewn, and printed locally.
We manufacture in-house through our own small team, which is 100% women-run, alongside a network of small South African businesses we partner with. It's a deliberate choice: one that creates meaningful employment, supports local skills and artisans, uplifts communities, and keeps value within South Africa instead of exporting it elsewhere.
Our designs carry that same spirit forward — messages of unity that speak across South Africa's diverse cultures — because supporting our communities isn't a one-time thing, it's ongoing.
Sustainability
Sustainability isn't a trend for us — it's a core value.
We use water-based, formaldehyde-free inks across our entire print range, meeting top eco standards. In a world of overconsumption, we choose responsibility: high-quality cotton fabrics designed to last, long-lasting fabric treatments for durability, and timeless designs that don't go out of style rather than chase seasonal trends.
Add to that our commitment to local manufacturing, which naturally reduces our carbon footprint, and it's all part of the same philosophy — make things properly, make them to last, and make them close to home.