Ambition is commonly attributed as a trait of youth. Whether it is fuelled by knowledge or not having the wherewithal to pay attention to doubt, it is a force that when harnessed can do wonders to propel change forward. One such change that has arisen as an opportunity for Botswana has been a shift in the country’s branding. Known far and wide for its diamonds, beef and wildlife attractions, much of this has historically missed the mark when targeting young money. There are, however, ripples in the water, if the collaboration between Suspicious Antwerp and Botswana Tourism is anything to go by.
The online clothing brand has been nothing short of intelligent with how it markets to its targets. Employing the use of disruptive models of communication and sales, Suspicious Antwerp has continuously set the bar high for itself and risen to the challenge at each turn. Founded in 2017 by Frederick Janssens and Philipe Libert, the apparel outfit prides itself on producing high-end, unisex streetwear that appeals to people seeking a combination of comfort and style.
Speaking to Janssens on the road to where they find themselves now, he says: “It has been an adventure and we have been doing a lot of destinations – selling our lifestyle, therefore selling our clothes.” This conversion of lifestyle into a bottom line figure is what has continuously grown the business.
Without inside knowledge, one might not be scolded for not understanding the pull of what otherwise looks like ‘home clothes.’ However, the global streetwear market size was valued at USD 185 billion in 2019, according to data from esteemed firm, PwC. Janssens has also observed a significant influx of new clothing enterprises founded by youth since their establishment, yet he welcomes this.
Where Suspicious Antwerp sets itself apart is that it goes beyond making their clothes billboards for hire but rather memories to be collected. Their collections have included collaborating with brands that have their footprints already, leveraging the collective power that Janssens says has been a cumulative asset for them going from stride to stride.
When the inspiration struck to go larger than they’d gone when partnering with the city of New York for one of their global ‘offline’ pop-up shops, being enamoured with Botswana posed a genesis point for a possible summit. The proposal to collaborate was met with enthusiasm by the Botswana Tourism Organisation (BTO), as Naledi Pule, Marketing Manager – Promotions, shares. “We recognised the value offer that Suspicious Antwerp was bringing to the table,” she says, “especially since we know that there is a market of young people who have money that they could very well spend on travelling but haven’t yet because we’ve mostly been talking to wealthy adults who want to go on holidays and luxury safaris.” Botswana thus became the first country that Suspicious Antwerp collaborated with, and no better icon could have been opted for than the Okavango Delta.
Singing sensation Dato Seiko and social media content creator Uua Murangi were identified by the brands as the right fit for local talent to be engaged. Joined by a selection of personalities that would be familiar to consumers of American Netflix shows, a bespoke experience of various aspects of Botswana was curated by the Botswana Tourism Organisation, leaving the stories to write themselves. This social pull also ties in with the modality that the outfit has maintained of making conscious choices toward sustainability.
Asked if their expansion might see a change in their retail model, Janssens is quick to offer a negative response. “We have seen a lot of success with our pop-ups in cities such as Antwerp, Hamburg, Amsterdam, and now Gaborone,” he says, “We don’t have any desire to have a physical shop because it doesn’t work with how we produce.” The Botswana collection, featuring headgear, hoodies and T-shirts, joins the selection of items that are only available via their website.
The move by BTO to experiment with broadening its market share is a wise one toward its sustainability. Diversified offers of tourist activities have proven to be helpful places and spaces to weather the storms of economic and seasonal changes. The ambition of a disruptive group of young people was all it took to add another lens through which the gems of Botswana could be appreciated.