Thebe Magugu studied design, fashion and photography at the prestigious LISOF School of Fashion design in Johannesburg, South Africa. He launched his brand in 2017 driven by the strong desire to elevate the view of African fashion. He creates modern clothes with an African twist, employing local resources, using local crafters and artisans. The brand won 2019 LVMH Prize. In 2022 Thebe Magugu made collections for AZ Factory and Adidas, a capsule with Dior and a collaborative exchange with Valentino Couture.