Local clothing labels have become the most popular brands worn by the fashion conscious, thanks to many young creative Batswana who are flooding the domestic market with their designs.

Two of such young innovative entrepreneurs are 24-year-old Dimakatso Kebuang and Chose Ntsheme, 23, who have in fact gone a step further by creating a label promoting their native Kalanga language.

They told Showbiz that while studying languages of minority ethnic groups in Botswana they realised that their culture was diminishing because of the impact of Western cultural practices on traditional African societies.

So in order to keep some of their time-honoured wise sayings in currency, the duo early this year "invented" a clothing label called Makungulupeswa, which means 'proverbs' in Ikalanga.

"We came up with this idea in order to preserve our culture and educate other people about the richness of Kalanga proverbs because language is an element of culture," asserted Kebuang.

The Makungulupeswa label is superimposed or sewn on all the t-shirts that they sell to clients, some of whom place orders asking for specific Kalanga proverbs to be used at the back or front of their t-shirts. "It should be emphasised that the Kalanga that is used is not meant to discriminate against any tribe but meant to promote our language," he said.

Kebuang indicated that after coming up with the idea they used their savings from their allowances to pilot the label at the University of Botswana (UB) "and the t-shirts sold like hot cakes and we realised that it was a viable project. We then solicited small loans from family members to make many shirts."

He explained that initially, they bought the t-shirts from established outlets and had their label printed on them later. Kebuang states that because they believe in doing things incrementally, they started engaging third parties to sew their garments - depending on the patterns prescribed by clients - and then fixing the Makungulupeswa label on the items.

The youngster also says that when they started they were targeting only the youth but many adults have shown interest in their products. "When we started we made small t-shirts but now we are making XXX-Large. It is not only the Kalanga speaking people who are buying them but all Batswana from across the country. They appreciate the idea and we appreciate their support," Kebuang said with a sense of satisfaction.

He revealed that the Local Enterprise Authority (LEA) has been helping them with the mentoring and workshops on business management and accounts.

Working for mutual benefit with jazz maestro Ndingo Johwa, they have agreed to promote each other's products at their promotional gigs. "Wherever Johwa is performing we will be there promoting our stuff and wherever we are doing some promotional work he would also be there selling his music," Kebuang said. He said to enhance their brand they have added Kalanga literature by Mukani Action Campaign who are based in Francistown.

Topics include the culture of the Kalangas, like how a funeral is conducted, confinement, how wedding processes are done and many more.

The duo, whose offices are based in Ulric House in the African Mall, have created jobs for more than 20 citizens, including four tailors and about 19 representatives throughout the country.