The Story

Up_phelele was established by Aphelele Chonco as a fashion brand that catered for ladies. This business later expanded into branding, specialising in fashion branding. Miss Chonco also ran a personal blog, which grew and transitioned to


Up_phelele is a Durban based fashion, branding and blogging company.
We specialize in Fashion branding and administer a ladies fashion label. The insideWomen Blog is a blog with all female contributing team of #LadyBloggers, which is brought to you by Up_phelele (Pty) Ltd.


Everyone deserves a designer life and so our mission is to provide that life
through fashion, branding & blogging.

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...