A South African startup is making waves in the global fashion industry, proving that local ideas can scale internationally. What began as a simple idea between two brothers has grown into a fast-rising athleisure brand partnering with some of the biggest names in sport.
Founded by Daneel and Stef Steinmann, Old School started in a dorm room at Stellenbosch University. The idea came ahead of the 2019 Rugby World Cup, when the brothers struggled to find vintage-style Springbok supporter gear. So, they created their own.
At the time, they didn’t fully understand intellectual property laws. ‘We just put a Springbok on there and sold it,’ Daneel later admitted. But what started as a naive experiment quickly turned into a booming business.
When South Africa won the World Cup, demand surged. By the 2023 tournament, Old School reportedly made R4 million in a single day selling supporter shirts, a major milestone for the young company.
Breaking into the Global Market
Today, Old School operates in a highly competitive global sportswear industry valued at nearly $97 billion. Yet the brand has carved out a unique niche by focusing on vintage-inspired, lifestyle-driven sports apparel rather than traditional performance gear.
The company has secured partnerships with global giants such as the National Basketball Association and Manchester City, while also producing merchandise for top South African teams like Kaizer Chiefs and Orlando Pirates.
Its reach continues to expand. Old School has recently signed deals with Liverpool FC, with potential collaborations in the pipeline involving FC Barcelona and Real Madrid.
A Turning Point: From Legal Trouble to Legit Partnerships
The brand’s growth hasn’t been without challenges. On the eve of opening its flagship store in Stellenbosch in 2024, Old School faced a lawsuit from the South African Rugby Union over copyright infringement.
Instead of derailing the business, the legal dispute became a turning point. The company shifted toward licensed partnerships, transforming from a risky startup into a legitimate player in the sports merchandising space.
This strategic pivot allowed Old School to move ‘down the value chain,‘ focusing on storytelling, fashion, and fan culture rather than competing directly with giants like Nike or Adidas in performance wear.
The Power of Nostalgia
Old School’s success taps into a growing global trend: nostalgia. Consumers increasingly want clothing that connects them to identity, heritage, and fandom, not just function.
By blending sport with lifestyle fashion, the brand offers fans a way to wear their passion beyond match day.
Expanding Beyond South Africa
The company now employs over 250 people and operates more than 20 retail outlets across South Africa. But its ambitions go far beyond local success.
Old School has begun expanding internationally, launching operations in the UK through a partnership with Schools’ Sports Ltd., and entering the Indian market one of the world’s largest and most complex retail environments.
As part of its India strategy, the brand is releasing a tribute collection for cricket legend AB de Villiers, tapping into his massive fan base in the country.
Building a Brand Around Unity
At its core, Old School isn’t just selling clothes, it’s selling connections.
‘We believe sport can unite this country,‘ said Steinmann. ‘And merch is a powerful way to do that.‘
By combining storytelling, nostalgia, and strategic partnerships, this South African startup is proving that local brands can compete and win on the global stage.
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Picture: Samuel Yongbo Kwon/ Unspalsh
