South Africa’s most loved Zulu brothers are at it again, and this time they’re celebrating the continent’s culture and heritage through means of fashion by partnering with Castle Milk Stout recently launched “Don’t Fear Black, Savour It” initiative, which is a celebration of richness, boldness, smoothness, taste, and culture without limits.
The Zulu brothers – Wiseman Mncube, Kwenzokuhle Ngcobo, Thulane Shange, Sipho Ndlovu and Mondli Makhoba , first came under spotlight when they made their first appearance on Showmax – hit series The Wife. Fans were hooked after the first season and marked every Thursday as the 5AM gang on the socials whilst waiting in anticipation for new episodes which were released every Thursday.
As part of the initiative, the brand partnered with the lead actors to showcase the streetwear pieces which Castle Milk Stout created with Butan – a premium African streetwear brand that’s inspired by African narratives, celebrating.
Castle Milk Stout has always been a brand that inspires Africans to embrace their “Africanness” explains Castle Milk Stout brand manager Khensani Mkhombo speaking to Bizcommunity. “Our research showed that many young people were averse to trialling Castle Milk Stout because of its dark black liquid.”
Mkhombo says that as a brand hey delved into this further and discovered that the colour black, because of the negative connotations tied to it, is often feared by many people. “It was this realisation that led us to undertake a journey that would celebrate and decode black and in essence make our liquid more appealing to try.”
The Don’t Fear Black, Savour it campaign was born. “Here we talk about and celebrate blackness without holding back,” says Mkhombo.
But it meant that they would need to tackle black conversations that are normally feared and show that although complex in nature, black has a lot of elements to savour and embrace. “Just like Castle Milk Stout, black is rich, bold, smooth and different and is not something to fear,” says Mkhombo.
“This is what informed the format chosen for this campaign,” adds Mkhombo.
“We wanted to lay out the foundation of the campaign by making black more approachable through telling the story of Inkunzi Emnyama as Castle Milk Stout is affectionately known as, and then decoding complex and predominantly feared black conversations to tackle these head on and speak about them openly, showing there is nothing to fear about black, but everything to savour and enjoy,” explains Mkhombo.
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