Finger clothing brand Rises from Tshepong to turn heads

A bold new wave in local fashion is taking shape in Tshepong Phase 1, where Ishmael Leotlela ‘25’ is making noise with his unique Finger clothing brand. From stylish cargo pants and balaclavas to sleek hoodies and caps, this proudly kasi brand is striking a chord with the youth.

Founded in 2022, the brand’s slogan, “If it’s meant to be, it will be,” reflects Leotlela’s journey of perseverance after losing faith in partnerships that went sour. “I started this brand alone, after my dreams were shaken. I used my knowledge and time when I had no money,” he says.

FINGER stands out through its creative branding, abstract wordplay, and consistent visual identity, all designed to attract young adults aged 15 to 39. Ishmael’s designs aim to evoke confidence, individuality, and authenticity, something he says many big brands overlook in local communities.

Though competition is stiff, he’s already made strides by clothing local music artists like Disnal Dlamini ZA, Aquarius YGee, and Stress Wase Vaal. “When I see artists rocking my gear, I know I’m on the right path,” Ishmael says proudly.

Backed by family support and his drive to rise above past mistakes, Ishmael is building more than a brand — he’s building belief. Besides fashion, he is also an experienced photographer, capturing raw emotion and real-life stories behind the lens.

Finger is more than clothing — it’s a symbol of resilience.