WHO WE ARE: a luxury fashion brand that specialises in custom made ladies wear.

UP_PHELELE caters for the style-assured woman. This is the type of woman who understands her personal style and navigates the world of fashion with that knowledge.


CORE BELIEF: everyone deserves a designer life! Our intention is to make yours accessible to you through fashion design and blogging.


BLOGGING: This brand also administers a blog written by women with the aim to inspire.

This blog is known as the insideWomen Blog, do pay us a visit – www.insidewomen.co.za


UP_PHELELE was founded in 2015, by Aphelele Chonco whilst she was still studying towards her first fashion design qualification. Miss Chonco was a fashion student at the Durban University of Technology in the sunny side of South Africa.

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She fell head-over-hills in love with the city of Ethekwini and therefore this became the city that saw the birth of

UP_PHELELE the brand.

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When miss Chonco completed her studies she knew she wanted to pursue fashion entrepreneurship, that is when

UP_PHELELE (PTY) LTD was registered as a company and since then she has tirelessly worked towards turning her passions into self-sufficient trades that also provide employement for local artisans.




Aphelele ZL Chonco is a Durban based #ZuluMaiden with a passion for design, fashion, inspiration and blogging.

She was born and bred in Esikhawini (north of KZN) and grew up professing that she’ll grow up to be “a singing, acting fashion designer…” 🎤 🎭 🎨

Miss Chonco remained faithful to her dreams and completed her high schooling at the National School of the Arts in Braamfontein, Johannesburg. She then moved closer to home to complete her undergrad diploma at the Durban University of Technology.

The University of Johannesburg is where she obtained her BTech Degree in Fashion Design, after which she persued full-time entrepreneurship See Aphelele Chonco’s CV

Our Collections

Go ahead and browse through UP_PHELELE’s closet, be warned: you might fall deep in love 😍



To establish a locally loved and internationally acclaimed luxury fashion brand, which is supported by a sustainably profitable business model.


For the insideWomen Blog to be a highly-regarded media brand, with a successful sustainably profitable business model.

Visit Us

  • 127 Johannes Nkosi Street, Durban, 400
  • info@upphelele.co.za
  • 076 989 1958