The Story

Up_phelele was established by Aphelele Chonco in 2014, when she was still a Fashion & Textiles student. Initially the Up_phelele brand was a Fashion brand that designed and made ladies clothing, as per order. It was whilst Aphelele was pursuing her business that she identified a need for a specialised Graphic Branding, which caters for a Fashion business. This marked the beginning of her interest in both Fashion & Branding.


UP_PHELELE (Pty) Ltd is a Durban based Fashion and Branding company. We specialize in Fashion Branding where we render services, such as logo development and the creation of Fashion event invites, promotional graphics, clothing labels and swing ticket designs. The UP_PHELELE brand also has a Fashion label under it, which trades as Up_phelele. Under UP_PHELELE (Pty) Ltd is a   proudly South African blog made of an all female contributing team of #LadyBloggers. known as the insideWomen Blog 

Our Mission

Up_phelele is a #ProudlySouthAfrican Fashion and Branding business, which caters to Women of all sizes, through Fashion design and also caters to other businesses/individuals through Graphic branding services. 

Up_phelele's mission is to provide great fashion design solutions for Women of all sizes and to businesses/individuals through Graphic branding.

Up_phelele (Pty) Ltd was founded by Aphelele Chonco in 2014 while she was a fashion and textiles student. Initially the brand was only fashion-focused but, whilst pursuing her business Aphelele saw the need for a specialised graphic branding, more specifically one that caters to fashion brands - that is when Up_phelele grew into a  fashion and graphic design brand. More about Aphelele...