The fashion industry is a space filled with creativity, talent, threads, runways, passion, and everything in between. According to Statista, South Africa’s apparel market revenue reached $603 billion in 2025. This serves as a clear indication that this industry is beyond passion and merely looking good; it’s a highly lucrative industry.
This wasn’t an instant realisation for Neo Mofammere, founder of avant-garde fashion brand NAO SERATI. “I launched NAO SERATI very early in my design career. I was young, ambitious, and willing to try anything. At the time, I didn’t realise I was also starting a business. I imagined it would just be fun and creative,” says Neo.
The Business of Fashion
After starting the brand, Neo soon discovered that designing clothing was just one part of owning a fashion brand and that he would have a lot of learning to do about aligning fashion with business.
“Business has KPIs, budgets, and strict schedules — but much like fashion, it also requires creativity and staying connected to people. Over the years, the brand has evolved with the needs of our community, and I’ve grown from being just a designer into also being a business person”, Mofammere explains.
Questioning Traditional Norms
Much of Neo’s work challenges traditional ideas around gender and sexuality. He says this direction comes from a natural curiosity to question long-standing norms.
“I’ve always been someone who questions tradition. My family will tell you I’m constantly asking why. Why the rules? Who do they serve? Do they still make sense today? Those same questions drive me as an artist. Fashion is a language, a way of communicating. I want to create clothing that allows people to feel safe expressing new ideas about themselves, exploring who they are today and who they want to become.”
The Ups and Downs of Building a Brand
In nearly a decade of running NAO SERATI, Neo counts his greatest achievements as the connections he’s built with clients.
“My biggest win will always be a happy client — and when that client comes back again and again, I know I’m doing something right. It’s almost been 10 years in this business, and I honestly can’t imagine doing anything else.”
But the road has not been easy. Like many businesses, Neo has had to push through unavoidable challenges faced by entrepreneurs. “The challenges are many — from the reality that South Africa’s fashion industry is still underdeveloped, to daily struggles like power cuts and water shortages. But we find ways to keep the doors open, and we do it with a smile.”
Shaping South African Fashion
The NAO SERATI brand has been a key player in the fashion scene, shaping a growing streetwear and contemporary fashion culture in South Africa.
“When I started, I didn’t feel like there was a brand speaking to what I wanted to communicate. In hindsight, that was my youthful ego; I could have learned from many who came before me. Now, I’m proud to see a growing number of brands I consider peers. Together, we’ve influenced street fashion culture and fostered a spirit of just doing it.”
A Vision for the Future
Looking ahead, he hopes NAO SERATI can serve as an example of how designers can build businesses that outlast their founders. Neo has ambitious plans for the brand’s future, expanding its footprint beyond fashion into a full lifestyle offering.
“In 10 years, I’d love NAO SERATI to be a steadfast lifestyle brand — one that extends into festivals, furniture, and homes. I want it to be a niche yet household name, trusted for both quality and style.
Neo is passionate about the essential role South African consumers play in sustaining local brands. “For South African brands like NAO SERATI to become household names, we need African people to buy local and invest in our own industry. Only then can fashion here become sustainable — feeding its creatives, creating jobs, and building legacy brands.”
Neo places a strong emphasis on the need for collective efforts towards ensuring the South African industry thrives. “I don’t think any single brand can survive unless the whole industry grows together, and I’d love to see us focus on that collective future.”
At the core of everything Neo does lies a deep love for the South African people. “At its heart, this business is built on love — love for South African people, culture, and creativity. We want to share that with the world and invite everyone to join us in celebrating it.
