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THRRR…PHAAA! | SAFW AW27

Before the runway, there was rhythm. Musician, composer and THRRR…PHAAA! founder Selaelo Selota shares the experiences that shape his approach to fashion, from discovering fabric weights and sizing to finding inspiration in the denim he wore during his mining days. For Selota, clothing holds memory. Denim speaks to endurance and resilience, while music brings rhythm, energy and storytelling to his creative process. In this conversation, he reflects on South Africa’s cultural richness and the importance of expressing your own identity while belonging to a collective. THRRR…PHAAA! THRRR…PHAAA! is a South African luxury streetwear brand founded by Selota, bringing his musical background into clothing through colour, silhouette and handcrafted detail. Its debut SAFW collection, The New Resonance, explores rhythm, heritage and self-expression. Filmed at Workshop17, with thanks to the team for hosting this conversation and providing a space for South African creative voices. SA Fashion Week Since 1997, SAFW has connected designers with the people, platforms and opportunities that help their businesses grow. The AW27 Collections bring established names and emerging talent to The Forum, Hyde Park Corner, Johannesburg, from 20–25 October 2026. Public ticketed shows run from 21–25 October. See The New Resonance on the runway THRRR…PHAAA! shows alongside Sober Design House. Thursday, 22 October 2026 Arrival from 20:30 | Show at 21:30 The Forum, Hyde Park Corner, Johannesburg Book for the show: https://www\.quicket\.co\.za/events/399816\-south\-african\-fashion\-week\-autumnwinter\-2027/ Where Design Becomes Industry. Since 1997. #JCLeRoux #CollectionbyJCLeRoux #947 #702 #PrimediaPlus #BioMedicalEmporiumxSAFW #BioMedicalEmporium #SAFWAW27 #SouthAfricanFashionWeek #SAFashionWeek #SAFWxHPC #HydeParkCorner #THRRRPHAAA #SelaeloSelota #TheNewResonance #Workshop17