In May 2025, Monkey Shoulder, a whisky brand known for its playful and unconventional spirit, swapped barrels for runways as it took the spotlight at Soweto Fashion Week 2025. Acting as the official pouring partner of the event, the brand made a statement far beyond serving drinks. True to its ethos of being the only whisky made for mixing, Monkey Shoulder injected energy, creativity, and boldness into the fashion week festivities.
The brand transformed the VIP lounge into more than a beverage corner. It became a dynamic space buzzing with creativity and social interaction. At its center was a bold mural designed by George Mars, the 2024 winner of the Brushstroke Battle. The artwork reflected the spirit of Soweto Fashion Week and brought the lounge to life. Attendees, including stylists, influencers, and celebrities, flocked to the space, capturing and sharing the vibrant scene infused with colourful cocktails and artistic flair.
Opening night on Wednesday, 7 May, marked a pivotal moment when media personality Shamiso Mosaka unveiled Monkey Shoulder’s newest creative initiative: the Street Thread Battle. This Johannesburg-based fashion challenge was launched to discover and elevate young designers who are ready to disrupt traditional fashion narratives. The competition invites aspiring fashion students and emerging creatives to submit their portfolios for a chance to redefine the runway.
Participants in the Street Thread Battle have the opportunity to win R20,000 in prize money, collaborate with the renowned BLANK Collection, and receive personal mentorship from its designer, Fulu Rathumbu. The ultimate reward is the chance to showcase their collection at Soweto Fashion Week in November 2025—an opportunity that promises to reshape their careers and open doors within the industry.
This year also marked Monkey Shoulder’s first foray into a fashion collaboration. The brand partnered with Fulu Rathumbu, the visionary behind the BLANK Collection, to present both his latest Autumn/Winter line and a limited-edition Monkey Shoulder capsule collection. This unique partnership blurred the lines between fashion and flavour, merging Rathumbu’s cutting-edge designs with the whisky brand’s distinct identity.
With excitement running high, Monkey Shoulder looks forward to continuing its creative journey alongside Fulu Rathumbu and the upcoming winner of the Street Thread Battle. By merging style with spirit, the brand is helping redefine the future of fashion with a bold, playful twist.
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