What began as a vision in Mamelodi in 2008 has grown into one of the biggest conversations in South African fashion. It started with printing T-shirts in Pretoria for friends. Seventeen years later, GALXBOY has cemented itself as a formidable name within South Africa’s luxury streetwear scene.
Thatiso Dube, founder and creative director of GALXBOY, recently introduced the brand’s much-anticipated GXB 012 sneaker collection.
“I feel the love. You know, this is what we do. It’s a new thing for us to do sneakers, but as an entrepreneur, you have to try. If you don’t try, that’s when you lose the most. So this is something we’re trying out,” Dube says.
More than a product reveal, the evening was positioned as a celebration of culture, community and evolution.
For this chapter, Dube partnered with UK-based creative footwear designer Andrew Turner — a collaboration he says would help “shape a new chapter for the brand”. Turner’s portfolio includes work for global heavyweights such as Nike and Adidas, and his international expertise brought a fresh technical and design lens to the project.
“I think it’s very important with a sneaker like this. There are so many sneaker brands out there that are kind of faceless. To really infuse the culture of the brand and of South Africa is super important. What’s also exciting is that it translates beyond South Africa. The design language is rich. The culture here is very rich,” Turner says.
The result is what Dube describes as a sneaker with personality — one that reflects his journey and vision.
“Growing up in the hood, you would never think about something like this happening. Through mentors, I was shown that it’s possible. The idea grew. We developed a vision for where we are today. I wouldn’t say I’m surprised to be here, because this is what we’ve been dreaming about. We put it into the universe that this is what we want to do,” he says.
The sneakers — the GXB 012 Trainer and Runner — capture GALXBOY’s distinct balance of bold visual identity and considered craftsmanship, signalling an evolution in both ambition and execution.
The African sneaker industry continues to expand rapidly. Sales revenue across the continent was estimated at over $2.5 billion in 2021 and continues to grow, driven by urbanisation and a young, fashion-conscious population. South Africa leads the market, valued at nearly $900 million in 2021, supported by a thriving resale culture and emerging local brands such as Drip Footwear and Bathu.
For Dube, this growth signals opportunity — but also responsibility.
“We can’t be one of one anymore,” he says, reflecting on the broader creative economy. “There needs to be more of us.”
He acknowledges how difficult it can be to hold onto ambitious visions when coming from disadvantaged communities, but he urges young creatives to remain intentional.
“It’s tough to have visions like this when you’re from the hood. But to anyone in the same situation: do more research, ask more questions and educate yourself. The people around you might not know much about the industry you want to enter, so make the effort to go out and learn. If you want to be a photographer or a DJ, do that thing every day.
“There’s a quote I always say: the more you cook, the more you eat. If you don’t cook, you won’t eat. Whatever you’re trying to get into, you have to do it every day. Eventually it will become something you can live for — and live off — forever.”
