Year 2019 seems to capture the trend and rise of the Kappa brand as everyone is interested in wearing and putting on Kappa outfits. The sportswear that was associated with hooligans and popular around the years of 80s and 90s is making a come and terrorising the market places.
A hawker in Mahalapye, Mariam Moleboge has reiterated that, with the “little men” logo and its unmistakable stripes on the side of sweaters and overalls, the outfit has even attracted people interest and love, but mostly the youth. Moleboge shared that, unlike other sports brands, Kappa has very strong branding elements. “The influence of Kappa sportswear in fashion, culture and politics continues to grow, and can perhaps be explained as a by-product of the digital age”, she said.
It is as if the more virtual our lives become, the more imperative it is to be, or seem to be, connect with real physicality and action. Moleboge shared that, as the Kappa label is currently on fire, it delivers not only the sports angle, but also a healthy dose for those longing for the good old days of the 80s and 90s. She explained that Kappa’s heritage is an inexhaustible source of inspiration for contemporary lifestyle as its details and styles go beyond time and identify a taste and a way of being. By Moses Moleboge