Two young, enthusiastic and creative women are determined to turn Namibian township life into a trendy T-shirt line.

"I am tired of Billabong," says Natascha Scheidt from Windhoek.

"It is time that we start wearing Namibian labels to show we are proud of where we come from."

Scheidt, who used to work at the German radio service of the NBC, was shocked by how many listeners still viewed Katutura in a bad light 16 years after Independence.

"There is a negative perception that townships are bad and dangerous.

Instead 80 per cent of Windhoek's population live there: the rich and poor, the educated and illiterate.

If that is what people think, they should also think that 80 per cent of people on the street are bad, but Katutura is where life happens."

She says it is as if a section of the population is totally denying a big part of life in Namibia.

"Katutura, and other townships have a lot happening.

"Windhoek is dead by seven every night, while in Katutura there is a lot happening."

In addition, Scheidt has noticed two new trends: many young professionals prefer to live in Katutura and not the richer suburbs where they can afford to buy houses.

"It is not a question of being poor living in a township, but a question being at home."

The other trend she has noticed is that kapana has become hugely popular.

"Dozens of men in suits and ties drive all the way from the city centre to Katutura over lunchtime to buy kapana.

It is the soul food of Namibia."

She says the open markets where kapana and other food are sold have become very social and trendy.

"It is a real event and I thought it was time to promote kapana on T-shirts to improve our self-esteem."

Scheidt felt that musicians and artists were already doing a good job to promote township life in a positive light, and decided to use a fashion angle in her campaign.

"The only things you see tourists wearing are 'Sand Lover' T-shirts, but hardly any other uniquely Namibian labels and designs.

And everybody else is just wearing Billabong, Roxy, Puma and whatever else.

It is high time Namibians started wearing their own labels."

In August Scheidt launched her Tara 4 Life Collection.

Shortly after Charlotte Shigwedha, who started Mondesa Township Tours at Swakopmund about four years ago, saw a friend wearing a 'Lokasie Life' T-shirt.

She was excited about the idea and hooked up with Scheidt.

"We met and immediately started brainstorming ideas for a Mondesa 4 Life Collection."

The new line was launched last week, and Shigwedha has organised to sell shirts at two craft shops at Mondesa, and at her office at the Woermann House.

There are five different designs and prices range between N$100 and N$150.

"Clients always want to take something from Mondesa with them.

I think the T-shirts will put Mondesa on the tourism map, as they will attract attention wherever people wear them.

Shigwedha welcomes the idea that more entrepreneurs use the collection in their own way.

"Our vision is to see a collection for each township in Namibia one day.

The T-shirts are for everybody - Namibians and tourists."

For Scheidt the most important aspect of the initiative is to show that "something positive and creative can come from the ghetto.

There are a lot of reasons for us to be proud of township life despite all the challenges we face.

We want women to feel sexy and men handsome when they wear our T-shits."

They have also not forgotten their social responsibility.

Shigwedha, who has from the start made an effort to give a percentage of her income back to the community she works in by supporting two kindergartens in the DRC informal settlement, will again donate a percentage of the T-shirt sales to charity.

Since the launch of the Tura collection in Windhoek, Scheidt said her creations have become very trendy, especially at music shows.

She has partnered with some musicians, like Elemotho, who are excited to be wearing the unique designs.

"I have also been very surprised how popular they have become among people from other suburbs.

They see Katutura as a cool place."

That is exactly what Scheidt was aiming for: "Let's rather be our own fashion victims."

Anyone interested in buying T-shirts can contact Natascha Scheidt at 081 215 6381 and Charlotte Shigwedha at 081 273 4361.

* Maggi Barnard is a freelance journalist.

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