Tlotso Enosa grows his clothing brand SIFTR
Budding entrepreneur Tlotso Enosa has established a clothing brand that is currently making waves in the fashion world. The 22- year- old from Kanye said he has endured many adversities in establishing and operating his business, but he has persevered because he believes in the brand. Spurred by passion, from a young age Enosa has always been a breadwinner and had to find ways to help his family supplement their income and this planted the entrepreneurial seed within him. He explained that he realised that he could use his God given talents to eke a living.
The idea to come up with a clothing brand came to him in December last year. “I noticed that people around me were pulling their weight and trying to achieve something, so I thought to myself, why can’t I also come up with something despite my lack of finances. In the process of trying to establish this business I remembered that people who are trying to be successful are always sleep deprived and that is where the name was derived from: ‘Sleep is for the rich’,” he said.
He however stressed that a clothing brand needs more than just an exquisite apparel design to create a lasting business. “It needs all the trappings of a successful business as well. As an apparel, retailers you need to master marketing, manufacturing, and retailing, among other things,” he said.
Although the brand started operating in March this year, it has been well- received by the public and is slowly getting recognition. To make his brand stand out, he also dedicated a design to the LGBTTQ community because he had realised that they are not appreciated as much as they should be, he noted.
Sleep is for the rich finally became a certified brand in mid-August, it was expected to be certified earlier but due the lockdown caused by the coronavirus there was a delay in the progress of the brand. “I plan to diversify the whole brand, and I really want to see it grow to something that actually create employment opportunities, for instance if I open a Sleep Is For The Rich (SIFTR) outlet, surely there has to be someone to deal with sales that were the employment opportunity is born,” he said.