Brand Strategist. Fashionista

Based: Johannesburg

From SA to Kenya to New York City, homegrown entrepreneur Gugu Nkabinde brings underwear for brown skin tones to market. 

For decades the idea of skin coloured underwear was rightly followed by the question – whose skin colour are we talking about?

Gugu Nkabinde’s leap from the well-paid security of being a creative strategist to boldly entering the uncharted waters of starting a business was driven by a vision. 

Starting the business offered Gugu her dream job. She playfully dubs her role of CEO as Chief (Experience) Officer. The customer’s overall experience is what she is intent on getting right.

After surviving the two years in which many entrepreneurs sink, this lady is clearly swimming. The Gugu Intimates features everyday women as their models who come in every shape and size under the African sun. Whether they boast stretch marks or love-handles, the simplicity of the product allows their bodies to shine.

International interest now sees Gugu Intimates sold through a concept store in New York and she recently launched in Zimbabwe. With orders and enquiries coming in from Kenya they are looking to open there soon.