Lina Jouker
Sanaa El Guerouch
Al Akhawayn University
Mary Grace Neville
Keep this story going! Share below!
House of Thethana creates beautiful fabrics that enhance interiors and garments. The fabrics and designs are influenced and inspired by the colours, nature, people and ever-changing social dynamics of Lesotho, an enclaved country in South Africa.
House of Thethana integrates traditional design elements with local iconography, resulting in a new design style that has international design appeal without losing its local Lesotho significance and sentiment.
The innovative aspect of House of Thethana (H.O.T.) is the Lesotho inspired prints they design. In Lesotho, the concept of creating Lesotho inspired contemporary patterns was a fairly new idea. No one had done it before, and certainly no one outside their country had done it. House of Thethana is unique because it contributes to commercializing Lesotho’s heritage by using forward thinking textile designs, which are presented through striking visual spreads. This concept is something you won't find in the market, as no one ever thought of spreading the culture of Lesotho through authentic and original fabrics.
The designs are savvy on the global stage, are creative and will represent Lesotho as a whole, from its multitude of landscapes, to its unique culture and the richness of its people.
Their mission is to proclaim market leadership in Lesotho's design scene by recreating familiar Basotho (relative to Lesotho) accessories into something funky and timeless. ( Lineo Segoete, OkayAfrica, 2015)
Maleeto and Phutheto had the idea of starting H.O.T during a conversation they were having back in college. They were talking about how amazing it would be to use their design sense and creativity in a way that promotes Lesotho. Being lovers of beautiful things, they came up with the idea of creating a Lesotho lifestyle brand. They wanted their designs to convey heritage but also for people globally to be able to relate to the imagery. The women decided to incorporate the design concepts into fabric because fabric fits into everyone’s life. Whether it be home interiors or clothing, there is a need for fabric in our lives. So Maleeto and Phutheto saw an opportunity for people to have a piece of Lesotho in their day to day life.
The purpose behind building this particular business was to find creative problem-solving methods to improve and develop the design industry in particular, and the economic industry as a whole in Lesotho. The two partners wanted to start something that brings an open minded approach to the uniqueness of their culture; they wanted to go beyond posting online tutorials of traditional Basotho (relative to Lesotho) dishes to promote Lesotho. They wanted to generate meaning and beauty through design and were hoping to see creativity as a contributor to economic development within Lesotho.
Maleeto Monyau said 'At a young age I knew that I would pursue a career in the creative field and as this business grows, I feel more and more certain that this is my purpose. There have been many challenges but God has always found a way to affirm it. Also I highly enjoy what I do. It never feels like work'
House of Thethana is all about promoting the culture of Lesotho. The two women behind this brand impact the people who cross their way, either buyers or suppliers, with their passion and aim to make their culture spread worldwide through the uniqueness of their prints and design. Whether it be the joy and delight you see in their eyes while putting up their stand in an exposition, or their pride and happiness when asked to be interviewed for a student's project, or even the big genuine smiles you see on their official corporate pictures; Maleeto and Phutheto are truly passionate about what they do. They empower women led enterprises and Basothos, the people of Lesotho, to follow their passion and not to give up on their dreams even in a country like Lesotho.
One piece of evidence that you are making an impact in the world is when the world starts to notice your work. House of Thethana was recently invited to exhibit at the Trade+Impact summit for women-led Social Enterprises in Morocco, an event that introduces women-led businesses to international investors. The previous year, H.O.T. was featured in 'Okay Africa,' a global online magazine which highlights the work of artists from around the continent and shares their stories with the world.
The H.O.T. enterprise has improved artists' skills and created employment. Though their team is still small, the fact that someone is able to make a living through their creative work is definitely an achievement.
H.O.T. has generated societal and environmental benefit by becoming a role model for women and youth who may potentially be interested in starting businesses that advance their own passions. It is possible to be an entrepreneur, and not just that, it is possible to use your talents to make a living. In Lesotho, the expectation is that one goes to school and gets a job, but more younger people are starting to realize that they can stretch their imaginations a little further.
Get stories of positive business innovations from around the world delivered right to your inbox.
Maleeto Monyau, Co-founder
