Our Vision: to empower our customers to use our clothing to embrace & celebrate their uniqueness.

UP_PHELELE is a slow fashion brand that specialises in custom-made occasion wear for women and men. Our mission is to re-introduce custom-made clothing into the mainstream. All with the hopes of it serving as an alternative to mass production and curb its adverse effects.

We produce annual season-less collections, which are made-for-order and fully customisable. Browse our collections and shop your favourite looks.

Additionally, we offer bespoke services that are suited to render to our clients’ needs & preferences. You may place your bespoke orders via email or by using our WhatsApp.


UP_PHELELE was founded by Aphelele ZL Chonco in 2015, whilst she was studying towards her undergraduate fashion design qualification. 

Becoming a fashion designer was Ms Chonco’s childhood dream, which is why UP_PHELELE was registered as a business immediately. She is fuelled by her passion for fashion and how she can use it to create for, heal and restore her clients’ self-image. She believes business to be her best teacher yet and is forever ready to learn, grow and master.

Our Founder

Aphelele ZL Chonco is a designer (fashion & graphic), entrepreneur, writer/blogger and singer. 

Her work experience and business pursuits have afforded her with exposure to contributing to and leading various teams, building and maintaining a clientele and more. She has a background in arts & design (attended the National School of the Arts), which informs her creative direction.

Ms. Chonco’s eagerness to learn and her determination to turn information into action has contributed to UP_PHELELE’s growing success. She also believes that mindfulness and empathy are key attributes for achieving true success – a principle she lives out through her interests in yoga, meditation, reading, and writing.