UP_PHELELE is a slow-fashion brand that creates occasion wear for ladies and gents. We empower individuals to celebrate life’s special moments with confidence.
We are dedicated to creating exquisite collections of occasion wear that seamlessly blends modern trends with South African cultural richness. Through our creations, we aspire to be the go-to fashion brand for those who seek to make a lasting impression at every special event.
Our brand is run through UP PHELELE (Pty) Ltd, which was registered in August 2015 and founded by Aphelele ZL Chonco. With a focus on inclusivity, sustainability, and cultural appreciation, we strive to redefine occasion wear, leaving an indelible mark on the hearts and wardrobes of our diverse clientele.
At UP_PHELELE, we believe that every occasion is an opportunity to shine, and we are honoured to be part of your unforgettable moments.
UP_PHELELE was founded in 2015 by Aphelele ZL Chonco during her undergraduate studies in fashion design.
From a young age, Ms. Chonco dreamed of becoming a fashion designer, and her passion for the craft led her to register the business right away. Driven by a love for bold, transformative fashion, she aims to empower her clients, helping them heal and rediscover their self-image through her creations.
Viewing business as a continuous learning journey, Ms. Chonco embraces every opportunity to grow, refine her skills, and master her craft.
Aphelele ZL Chonco is a multi-talented designer, entrepreneur, writer, blogger, and lecturer with a passion for fostering creativity and innovation.
Her diverse work experience and entrepreneurial journey have equipped her with the ability to contribute to and lead dynamic teams, build lasting client relationships, and develop sustainable business strategies. With a strong foundation in arts and design – honed at the National School of the Arts, the Durban University of Technology and the University of Johannesburg – Ms. Chonco brings a unique perspective to her creative direction.
As the visionary behind UP_PHELELE, she combines her drive for continuous learning with a commitment to translating knowledge into action, fuelling the brand’s steady growth and impact. She believes that mindfulness and empathy are essential for achieving lasting success, values she embodies through her love for yoga, music, reading, and writing.
