Botswana is a land of multiple textures and stories. Whether it is the patterns woven from reeds in baskets or the tanned hides worn by dancers of various tribes, the relationship between nature and art runs as a consistent thread through communities across the country. In an effort to add her unique voice to the growing history of Botswana’s textile industry, Sabine Matsheka took on a challenge to put mother nature as a star, as has been the way of the nation’s peoples for generations. In establishing MARU, Matsheka sought to bring the focus of fashion-lovers directly to the good and harm of this ubiquitous art form.
To the lay-person, anyone who works with fabric could be considered a ‘fashion designer’. However, experts will tell you that there are distinct differences between those who conceptualise, make, and mend in the world of fashion, with none of them being prerequisites for the other. This is where the birth of MARU stands out as a marriage of concept, principles and creation. It is a first-of-its-kind sustainable fashion brand and garment manufacturer based in Gaborone that aims to tell the contemporary story of Botswana’s people and its land through conscious craftsmanship.
The slow fashion enterprise serves an amalgamation of its founder’s interests. With a background in climate policy and storytelling, Matsheka’s journey to fashion is as unconventional as her business. Holding a Masters in Science in Media, Communications and Development from the London School of Economics and Political Science, and a Bachelor of Social Sciences in International Studies and Journalism from Monash University South Africa, Matsheka shares that she developed a “deep interest in how our stories were being told in the global spaces and places I encountered in my work”, continuing, “I wanted to see and hear more stories about our country alongside our world renowned natural diamonds that have sustained our livelihoods”. Recognising the gap in the local market for high-quality, sustainable and timeless garments for individuals and businesses, she set off to be the change she wished to see.
Founded in 2020, even in its early stages of operations, the vision behind the risk to build MARU has borne its rewards. In 2025 alone, the brand formed part of the French-funded Creation Africa Botswana programme cohort and saw Matsheka participate in the Standard Chartered Botswana Women in Tech development programme as well. Both initiatives provided financial incentives for competitive businesses, and MARU won its first equity seed funding through Creation Africa Botswana in the form of a P100,000 sponsorship from Lucara Diamond Company, and went on to be presented the Most Impact Award from Women in Tech to the tune of USD5,000. However, the world of business demands long-term vision, something Matsheka’s small team of three full-time staff possesses.
“My experience has had many highs and lows”, states the entrepreneur, “the industry is still developing, yet there is limited access to large-scale production facilities, quality fabrics, and skilled labour.” She cites high import costs for materials and equipment as some of the key challenges that further contribute to raised expenses, while a relatively small consumer base makes it difficult to achieve economies of scale. “As local designers, we also face strong competition from cheap, imported clothing and work hard to educate consumers on the value of locally made fashion”, an embattled but undefeated Matsheka opines, adding: “despite these challenges, creativity, cultural expression, and growing interest in locally made products offer opportunities for brands like ours that can balance quality, affordability, and authenticity”.
A move toward smart strategic placement for the business has been to offer diverse access points for its diverse clientele. From trading through their website to operating pop-up shops, establishing business-to-business engagements at regional and international levels, and serving their identified niche through luxury safari operators and cultural museums, MARU is determined to make eco-conscious fashion accessible against all odds. “Sustainable fashion isn’t a trend or a tagline, it’s simply good business done with a longer view,” says Matsheka, continuing: “it asks who made the garment, what it’s made from, and where it ends up; because those answers affect costs, quality and the livelihoods of our communities. Ignoring that is expensive, short-sighted, and increasingly out of step with how the world actually works”.
With such momentum behind them, the MARU team have indeed set the bar quite high for themselves. Who knows, perhaps in the next five years, MARU will stand as Botswana’s leading name in sustainable fashion and ethical uniform production, representing a homegrown company founded by a self-made businesswoman that merges creativity, quality, and responsibility. As the proverb reminds us: “A river cuts through rock, not because of its power, but because of its persistence”, so too is the outlook toward making MARU a thriving enterprise that not only drives economic growth but also inspires a new generation of consumers and creators to choose sustainability, authenticity, and proudly “Made in Botswana” products.
