Innocent Soul was founded by two boys from the West Rand of Johannesburg, Bokang Motseare and Reitumetse Mantjiu, in a bedroom with nothing but a sketch. From a simple logo hoodie in 2022 to hand-stitching each piece in 2024, the brand has grown through every season between 2022 and 2026, evolving along the way. 

We didn't make many sales in the early days, but a handful of people believed in the vision and in the two young men behind it. 

"That belief is why we brought in Tume - my best friend and a creative genius, as our Creative Director. He designed our Dreamers collection and redesigned the logo, giving the brand a new look, feel and life. Quality has always been at the centre of Innocent Soul, and quality takes consistency, so we now hold ourselves to one typography and one colour scheme across everything we create. We are more intentional than ever about how the brand is perceived." - Bokang

Clothes have become expensive, quality clothes especially, and Innocent Soul is here to bridge the gap between quality and affordability. We call it casual luxury: pieces you can wear to the office on a Friday (or even a Wednesday) and still look professional, then wear out with your boys or your girls and still look expensive, without hurting your pocket. We're not trying to be like any other brand. We're here to be refreshing, and we make clothes for everyday people.