Finchwear, the fashion label founded by Kwanele Thusi, is set to mark a major milestone with its first official South African showcase at Soweto Fashion Week.

Speaking exclusively to My Afrika Magazine, Thusi described the debut as deeply personal, calling it a “homecoming” for a brand built on identity, expression and redefining African luxury.

“This moment is deeply personal. Finchwear has always been about identity, expression, and redefining what African luxury looks and feels like. To showcase in South Africa, specifically at Soweto Fashion Week, feels like a homecoming,” Thusi said.

Finchwear’s latest collection blends softness with strength, featuring futuristic silhouettes rooted in African identity. The use of pink tones challenges conventional ideas of masculinity, symbolising vulnerability, confidence and rebellion.

“You’ll see pieces that feel futuristic, yet rooted in African identity. It’s about pushing boundaries while staying connected to who we are. The pink tones in the collection are a deliberate choice, representing vulnerability, confidence, and rebellion. “In menswear, it challenges traditional ideas of masculinity,” Thusi said.

For Thusi, the runway is more than fashion, it is storytelling. Every detail, from music to movement, is carefully curated to create an immersive cultural experience. With plans for global expansion, Finchwear’s Soweto debut signals the beginning of a bold new chapter for the rising brand.

“Each partner adds a layer to the experience; they’re not just sponsors, they’re part of the story. This is just the beginning. We’re looking at expanding globally, building stronger collaborations, and continuing to evolve the brand into a full cultural experience — not just fashion, but storytelling across different mediums,” said Thusi.