In a significant turn of events for the South African fashion industry, Drip Footwear has announced the closure of 14 stores across the country, resulting in layoffs for many employees. This decision marks a somber chapter for the brand that has carved a niche for itself in the competitive footwear market. Understanding the inception, rise, and eventual challenges provides insights into the dynamic world of fashion entrepreneurship in South Africa.
The Inception of Drip Footwear
Drip Footwear was founded in 2019 by Lekau Sehoana, a visionary entrepreneur who aimed to create a locally produced sneaker brand that resonates with South African culture. From its inception, Drip was more than just a footwear company; it was a movement that celebrated individuality and authenticity. Sehoana’s background, marked by his struggles and determination, played a crucial role in shaping the brand’s ethos.
The Rise of the Brand
Drip quickly gained traction in the market, appealing to a youthful demographic that sought stylish yet affordable footwear options. The brand’s innovative designs and commitment to local craftsmanship distinguished it from other competitors. With sneakers that featured unique colorways and patterns, Drip resonated with consumers who valued both fashion and identity.
By leveraging social media and collaborating with influential South African personalities, Drip Footwear established a strong presence in the fashion landscape. This approach not only amplified brand awareness but also fostered a sense of community among its customers. The brand’s slogan, “Wear Your Story,” encapsulated its mission to empower individuals through their style choices.
Drip Footwear’s popularity soared, with the brand even expanding into retail, opening numerous stores in key locations. The rapid growth highlighted the demand for affordable yet stylish footwear, especially among the youth. The brand’s commitment to local manufacturing also appealed to a growing consumer base that prioritized supporting homegrown businesses.
The Man Behind the Brand
Lekau Sehoana, the driving force behind Drip Footwear, embodies the spirit of resilience and innovation. His journey from humble beginnings to becoming a notable figure in the South African fashion industry is inspiring. Sehoana’s vision extended beyond just footwear; he aimed to uplift local communities by creating jobs and fostering economic growth through his brand.
His passion for entrepreneurship and dedication to authenticity resonated deeply with consumers, making Drip Footwear a household name. Sehoana’s approach was not just about profits; he aimed to create a legacy that would empower future generations.
Drip Footwear stands for empowerment, authenticity, and the celebration of South African culture. The brand has always focused on creating products that reflect the stories and experiences of its customers. This ethos of connection and community has been instrumental in building brand loyalty among its consumers.
Moreover, Drip Footwear has championed local manufacturing, emphasizing the importance of supporting South African industries. By prioritizing quality and craftsmanship, the brand showcased the potential of homegrown talent and the richness of local materials.
Despite its impressive growth and strong brand identity, Drip Footwear recently faced financial challenges that ultimately led to the liquidation of its stores. In September, the Johannesburg High Court ordered the liquidation after an application by Wideopen Platform, a company specializing in large, high-impact advertising. This order affects 14 stores in various malls across the country.
Attorney Kim Warren, representing Wideopen, revealed that the brand owed R20 million for advertising services. Warren stated that Wideopen had filed for liquidation in February and that Sehoana attempted to oppose it in March but was unsuccessful.
The closure of 14 locations was driven by a combination of factors, including supply chain disruptions, rising operational costs, and increased competition within the footwear market. The global pandemic significantly impacted retail businesses, leading to decreased foot traffic and changes in consumer spending habits. Many brands struggled to adapt to the new normal, and Drip Footwear was no exception.
In addition, Drip Footwear’s rapid expansion, while initially successful, may have outpaced its operational capacity. The ambitious growth strategy, combined with external economic pressures, created a perfect storm that led to the brand’s recent struggles.
Impact on Employees
The decision to close 14 stores has left many employees without jobs, creating uncertainty for those who have dedicated their time and effort to the brand. Layoffs are never easy, and the impact on employees and their families cannot be overstated. Drip Footwear’s closure serves as a reminder of the volatility of the retail sector and the challenges faced by emerging brands.
Sehoana informed his workers of the termination of their employment on Monday, 7 October 2024 following months of unstable salary payments. Employees, who requested to remain anonymous, expressed their shock and frustration over the situation. One employee recounted that the presence of sheriffs was when they were notified about the store closure.
The closure of Drip Footwear’s stores is a poignant reminder of the complexities involved in the retail industry, particularly for brands that rise quickly but face unforeseen challenges. Lekau Sehoana’s vision for Drip Footwear remains a testament to the power of entrepreneurship and the importance of community support. While the brand may be facing difficulties, its legacy as a champion of local manufacturing and empowerment continues to inspire many.
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