When I started The Threaded Man, I wanted to build a platform that would give African men style advice whilst also giving them a voice. I wanted to work with brands to tell the stories of African men – in the right way.


For this reason I was honoured when I was contacted by South African Breweries, to help them tell the story of their new premium beer: Carling Blue Label.


As The Threaded Man, my job was to look at four different characters and build stories for them, which would be told through their style. The hero character has worked hard to attain huge success, and to match his achievements we dressed him in a grey suit from T.M. Lewin, a white shirt and finished off his stylish look with the Orion watch from Titan.


His three friends all come from different backgrounds but they are all Threaded Men in their own right. Friend number one lives in the Eastern Cape, so he tends to be more reserved and his style is traditional, yet modern. Friend number two is a creative living in Braamfontein – he is street smart and his unique style represents this. Friend number three is an easy-going jazz artist and his look is very classic. Together, this group represents modern-day African men who are cultured and threaded.

It has been a privilege to work with SAB on this project and you can now watch it here: https://www.youtube.com/watch?v=RZj5bOzdmdM

Tell us what you think after you’ve watched it!