As a young boy growing up in Ludeke village in Mbizana, Luthando Nyameni loved sneakers and wished to own just a pair. Little did he know that he would one day own an entire brand.
He was 13 years old when his cousin bought him his first pair, a cherished gift that changed his life then and forever.
In 2020, when Covid-19 restrictions were enforced and lockdowns imposed, Nyameni lost his job at a chicken franchise in Mthatha and was forced to stay at home.
Frustrated and trying to find ways to provide for his family, the father of three tapped into his love for kicks and sketched his first sneaker design. Even though he never received formal training, his passion and determination drove him until he produced his first pair.
“I named my first sneaker ‘DALA’, meaning ‘do it’, but later found out the name was already taken. I then opted for the name IRAZA, which is the 10 of diamonds in a pack of playing cards.” In cartomancy and tarot, the card represents a journey through which you will gain riches and wealth.
He says all these are the focal features of his brand, “They are smart and trendy too. You can pair them with a nice pair of jeans for a casual look, but they also work well with smart casual or formal attire.”
Nyameni said his entrepreneurial journey has not been without challenges. “I struggled to get funding for my business and had to raise the capital on my own. At some point, I was even scammed out of my savings, but I took that experience as a lesson; teaching me the importance of due diligence. I learned to be cautious; now I verify references and always confirm before committing.”
He currently has two people in his employ and says when he started out, he constantly prayed for his brainchild to be a success, but its swift growth has exceeded his expectations.
The shoe brand recently announced a collaboration with multi-award-winning, double platinum-selling singing sensation Zuko SA. According to Nyameni, the collaboration is a strategic move as their visions are aligned.
“Zuko SA complements our brand values. He is authentic and is all about the people. Both our brands resonate with the public on a personal level, promoting self-expression while fostering a sense of belonging.” He says he dreams of expanding and having outlets across the country.
IRAZA sneakers are available at www.iraza.co.za or on their Facebook page; IRAZA.
