After designing its logo, Mpumelelo Macu was asked to describe the Thesis brand in three words. “Soweto’s beautiful future,” was his reply.

A more perfect encapsulation could not exist.

The brand is, undoubtedly, an extension of its 32-year-old co-founder, Wandile Zondo: super-cool, globally minded, yet proudly rooted, unpretentious, straight-up, steeped in integrity and a visionary.

Thesis began in Soweto 11 years ago – fashionably ahead of the curve.

By identifying global trends and localising them, Zondo revolutionised the corner store when he opened the doors of Thesis’s first space in Mofolo.

A decade on and another retail store later, in Kagiso, and the brand has become as much about Zondo’s values as it is about fashion. In addition to helping township youth afford quality and “cool”, the Zondo effect is positive and far-reaching.

Inheriting his passion for running, music and cycling; Thesis’ Run Cru, weekend hangouts, and bike rides are as popular as the brand’s must-have bucket hats.

With the vision to turn a dumpsite into a container-housed corner store in Kagiso that’s as hip as any in Braam’ and an “everything’s possible” attitude, Zondo leads from the front. He’s the epitome of the Thesis tagline which highlights the importance of being authentically “you”.

Find Wandile on Twitter: @ThesisLifestyle