The squalid conditions in Gugulethu have given an up-and-coming designer a platform to commentate about social ills through what he calls “joyful fashion’.
Pharrel Matroos even named his young company, Joyful South Africa.
Not yet a fashionista by industry standards, Pharrel is intent on making ‘bold and colourful’ statements through creative photo shoots and exhibitions in the township.
His recent exhibition is titled Brakwater – a dirty place in his beloved Gugulethu.
“I grew up playing in Barcelona, the place is filthy and people live there.
“As an artist I created a photo shoot which showcases the fact that in such conditions beauty can flourish,” Pharrel explained during his impromptu visit to the Vukani offices in St George’s Mall.
Pharrel likens the product of what he and his group of creatives do in Barcelona to inyibiba, a lily that blossoms in murky waters.
“Our area maybe what it is but out of here comes the coolest and dopest guys like rapper Zuko Tandeki stage named Steppdady and many more,” he said.
On top of his mind now is the forthcoming photo shoot they will host in August in Gugulethu.
An entire team featuring kasi models, including Asiphe Thandana, Mathuto Qwane, Zintle Gqwaka, Zikhona Yeko, Sive Maxakana, Sonwabile Mhlonyane, Zimkhitha Nyovane and Olwethu Siyo, will be filmed for a short documentary titled, I am from the Ghetto.
The documentary will be made by City Varsity student, Lehlohonolo Lekonyana.
Pharrel said normally photo shoots are done in the leafy suburbs but he chose the township to break the stereotype.
“I want to inspire young children right where I am so that they can dream big,” he said.
He mingles easily with amaphara-phara (young thugs) because some of them like his designs.
“I sit with some of them on the street corners because I want to understand what drives them to crime and maybe through small talk I can uplift them to think positive. My message is always simple, crime does not pay,” he chuckles before adding “I inspire the uninspired”.