R’Frique’s rental model is redefining luxury fashion in Africa

Founded by Sijabuliso Ceejay Panguene and Olebogeng Barfour-Osei, R’Frique is a trailblazing clothing rental store with a mission to amplify African designers and make luxury fashion accessible to more women. The brand was born from a shared passion for celebrating Africa’s rich heritage of craftsmanship, storytelling, and garment-making traditions. By curating pieces from both established and emerging designers, R’Frique not only champions sustainability through rentals but also highlights the artistry and cultural significance woven into every stitch.

For the founders, R’Frique is more than a business, it’s a movement to reframe how women experience fashion: one where accessibility, cultural pride, and sustainability meet on the same runway.

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What inspired you to start a clothing rental store with a focus on African designers?

For a long time, we felt that African designers hadn’t received the amplification they truly deserve. The continent is so rich in history, with incredible techniques and garment making traditions that have been passed down for generations. As two proudly African women heavily influenced by the diverse cultures across the continent, we knew we wanted to build something that celebrated these gems and everything Africa has to offer while also giving women the opportunity to adorn themselves in beautiful garments that celebrate our continent in a way that is attainable, all while supporting the designers.

A Bam collective garment. Image: Supplied

Are you working mainly with established names, emerging designers, or a mix of both?

When we started R’Frique, we looked for African brands that were established in their own right but not necessarily well known in the South African market. Since then, we’ve discovered so many new designers some of which are emerging, and the others a lot more established. In our first collection, all of the designers were more established names, but our upcoming collection will feature a beautiful mix of both emerging and established.

Which African designers do you currently work with?

We currently stock designers such as Desiree Iyama, Kilentar, Bam Collective, Christie Brown, and Fruche, to name a few.

Sijabuliso Ceejay Panguene and Olebogeng Barfour-Osei founders of R'Frique rental. Image: Suppied

What makes African design unique in the global fashion landscape?

What we love most about African design is how deeply rooted it is in tradition and heritage. We have 56 incredibly diverse countries on the continent, each with its own unique identity, cultures, systems and ways of being. All of these heritages tell stories about the people of Africa; how we have lived, where we have been, and where we’re going all without ever losing sight of who we are at the core. That is very different from what you often see across the globe. Few continents still honour their traditional textiles, symbols, and patterns in fashion the way Africa does. That is what makes African design so unique.

Who is your rental service designed for? What kind of customer do you imagine walking through your doors?

We created R’Frique for every woman who appreciates the craft of true African fashion. We are strong believers in slow fashion, and while that often means the price tags of these garments (due to how they are made) may not be accessible to everyone, our rental model allows women to wear these pieces and experience the craftsmanship behind them at a fraction of the price. We built R’Frique for every woman because you are the occasion, and you deserve to look & feel good .

What has the response been like so far from people trying out the rental model?

PHENOMENAL! We’ve had so many women visit our studio, who are so excited to have a chance to wear designers they never thought they could afford, or to wear a showstopping dress for one occasion without needing to own it. Most importantly, a lot of these women are discovering new designers that they never even knew existed. The response has been so encouraging and shows us that women are becoming more conscious about how they shop, while also celebrating Africa in their everyday lives.

How do you ensure accessibility while still offering luxury and exclusivity?

We’ve worked hard on our business model to keep pricing as low as possible while maintaining quality and sustainability. This includes negotiating with brands so that cost savings can be passed on to customers wherever possible. Accessibility also means reach so we deliver across South Africa so whether you’re in Kuruman or Nongoma, you can still rent a dress from us.

Fashion rentals are often linked to sustainability. How do you see your store changing consumption habits?

We believe that every woman who has rented a dress from us would likely have bought one if clothing rental platforms didn’t exist. So by its very nature, our business encourages a more responsible way of consuming clothing and reducing single-use purchases. We feel so honoured to participate in driving sustainability through reframing how people think about fashion and encouraging them to consume with intent, less often, while still being able to play with their wardrobes without constantly buying new clothes.

How does your store celebrate the cultural heritage behind the pieces you carry?

One of R’Frique’s core values is showcasing the incredible designers across Africa. By stocking designers beyond South Africa, we naturally create opportunities to share different cultural silhouettes, fabrics, and techniques. For each product, we also clearly list the designer’s name and country of origin, and wherever possible, we provide information about how the garment is made. This is such a great tool for people to learn about the inspiration and heritage behind both the designer and the piece.

How do you see your business growing—locally first, or do you have plans for expansion into other African cities and globally?

We are so excited for what’s ahead for R’Frique. African fashion isn’t “having a moment” it finally has the global stage, and our plan is to turn that stage into our runway. For now, our focus is on growing locally, but in the near future, we aim to expand beyond South Africa and foster cultural exchange by introducing African designers into new markets. Our dream is to sit at a café in Kigali and see women wearing Neo Serati, or to land in Milan and meet women dressed in Sevaria. We want Africans to celebrate our homegrown talent here and now, without waiting for it to be exported before it is appreciated.

What do you ultimately want your customers to take away from the experience of wearing African design through your store?

One of the saddest things we’ve encountered is the perception that African fashion is of lesser quality or not worth investing in which couldn’t be further from the truth. We want women who may never be able to buy a Thebe Magugu dress to experience what it feels like to wear one. We want women to understand that the money they might spend on a YSL bag is just as meaningfully spent on a Cape Cobra piece. At the heart of it, we want our customers to walk away with pride in wearing African design and a deeper appreciation of its true value.