House of One partners with Shein in a historic first for a South African brand. Image: House of one shared via Instagram @HouseofOne.
(The Post News) – Popular retail giant Shein has signed its first collaboration with South African fashion brand House of One.
In this partnership, House of One will have a dedicated shopfront on the Shein platform. They will also release 100 clothing pieces each month over the next year.
House of One co-founder Paul Nunes is excited to break this homegrown, small brand into international markets. According to Business Tech, co-founder Paul Nunes described the collaboration as a breakthrough moment for the small, homegrown label.
The partnership is expected to help the company reach an international audience, with a projection and aim of around R1.75 million ($100,000) in sales by the third month. A milestone for the company, which didn’t start by producing physical clothing, just digital sewing patterns, until Shein came along.
The brand’s creativity and persistence around their branding made them stand out to Shein on Instagram. For its launch, House of One released a 12-minute musical film and a four-track EP, blending fashion, culture, and entertainment.
Nunes also addressed ongoing debates about the impact of fast-fashion retailers like Shein on local industries. He admitted that fast fashion can undercut local brands but stressed, “We need to compete on more than price.” He continues, “It’s about knowing your market, building your brand, and leaning into what makes you unique.”
As part of the deal, Shein will handle manufacturing in China, while House of One focuses on design. Creative director Ronaldo Engelbrecht leads the team alongside two colleagues, working closely with Shein’s global trend analysts. The team will review monthly reports and fabric samples to guide the design process. This will help ensure the brand maintains consistent quality.
Nunes said the brand may one day return to selling digital patterns to encourage local tailoring and fabric use; however, for now, it seems the focus is firmly on growth and maximizing the opportunity. As a “quiet luxury” label on Shein, House of One aims to attract shoppers aged 30–40, in addition to its usual younger base.
This collaboration is the start of a new, bigger, and exciting era for House of One.
Please email Lukhona for more information: journalist-lukhona@thepostnews.net
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