South Africa faces a 62.2% youth unemployment rate, making job creation one of the country’s most urgent challenges. In this landscape, entrepreneurs like Thatiso Dube are showing that creativity and determination can open doors not just for themselves, but for an entire generation.
Dube’s journey began in high school, designing T-shirts for friends. What started as a fun project soon grew into a small business when he realised there was genuine demand for his designs. Inspired by the bold, rebellious energy of youth street culture and brands like Ama Kip Kip, Dube saw potential to turn his ideas into a brand. By 2014, he opened his first physical store. The experience was invaluable, even though the store eventually closed.
Rather than letting the setback define him, Dube doubled down. He took retail management courses and worked on campaigns for established brands, building the skills and insights needed to relaunch GALXBOY on a stronger foundation. Today, the brand operates 15 stores across eight provinces, employs over 200 young South Africans, and boasts a powerful e-commerce presence. Recently, it was named South Africa’s most admired brand by Brand Africa 100.
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Dube’s work has earned him two of South Africa’s top entrepreneurial honours at the 37th annual Business Partners Limited Entrepreneur of the Year® awards: Medium Business Entrepreneur of the Year® and Job Creator of the Year®. David Morobe, Executive General Manager for Impact Investing at Business Partners Limited, says, “Thatiso’s story captures the spirit of resilience we aim to celebrate. Winning both the Job Creator and Medium Business awards is a powerful statement. He hasn’t just built a successful company; he has created a cultural touchstone and provided meaningful employment for hundreds of young South Africans.” Dube reflects, “Setbacks don’t define you. How you respond to them does.”
Building From the Ground Up
Like most real entrepreneurial stories, GALXBOY’s rise included setbacks that could have ended the brand entirely. One of the toughest moments came early on, when the first GALXBOY store closed its doors. “There were many challenges, too many to mention,” Dube says. “But one of the biggest was that first store closing down.” Instead of walking away, he regrouped. He went quiet, recalibrated and rebuilt. “Overcoming that wasn’t easy, but the plans I had had to happen. It was back to the drawing board. I basically went underground for a period of time, but when I came back, I came back stronger.” That resilience has become a defining trait of both the founder and the brand.
Growing Without Losing the Culture
Scaling a fashion label is one thing. Scaling it without losing its soul is another. As GALXBOY expanded across the country, Dube focused on building teams that understood more than just retail operations.
“We’re currently 15 stores strong and soon we’ll have 16,” he says. “When it comes to maintaining the brand’s identity and standard of quality in-store experiences, it’s important to build a strong team that understands the brand, vision and strategic direction.” That clarity of vision is what allows GALXBOY to feel consistent, whether you walk into a store in Johannesburg, Cape Town or soon, Kimberley.
Streetwear That Speaks Without Explaining
Streetwear moves fast, driven by global trends, digital culture and shifting youth identity. For Dube, staying ahead has always been instinctive.
“Streetwear has always played an important role in my life,” he says. “It’s often natural for me to keep up with what’s going on in the broader streetwear world and fashion in general. Sometimes, I’m just ahead of things.” One of the clearest examples of that instinct is GALXBOY’s iconic 8-bit print.
Inspired by an 8-bit tattoo on Dube’s own arm, the graphic has become a signature of the brand. It appears across T-shirts, hats, hoodies and even branded vehicles. The design is instantly recognisable. “When you see that design or pattern, you’ll know it’s GALXBOY,” he says. “The list goes on and on.” It is branding that does not need explanation. It simply exists and belongs.
Youth Culture Drives Everything
Dube is clear about where real influence comes from. “Culture is driven by the youth,” he says. “They’re the ones creating and maintaining all kinds of trends and waves within fashion, music and beyond, especially in South Africa.” African streetwear, he believes, stands apart because of who is creating it.
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“The fact that it’s African and Black-owned means we created a unique and unstoppable culture built on our roots,” he says. “And the best part is, we can compete on a local and international level.” That confidence is no longer aspirational. It is already happening.
Lifting the Next Generation
As GALXBOY has grown, so has Dube’s responsibility to the creatives coming up behind him. He sees mentorship as part of the work.
“I often spread knowledge and inside information on how I made it to where I am,” he says. “I always remind young creatives that being Black and successful should be seen as the norm.” By collaborating with emerging brands and creatives, he aims to demystify the process and show what is possible with focus and consistency.
The Founder Mindset
There is no rigid routine behind Dube’s success, just a clear objective every day. “Every day is different, but every day there’s one goal in mind,” he says. “It’s about working smart, hard and being in sync with your team.”
His advice to young South Africans looking to build in fashion or creative industries is simple and practical. “Never stop working, stay focused and be patient with yourself,” he says. “Combine your skills with those of your friends and don’t limit your ability.” Balancing business and personal life remains an ongoing process.
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“Sometimes the two worlds collide,” he admits. “That’s what comes with running an empire. I just try to keep my head and heart in the right place.”
Thinking Global
GALXBOY is no longer just a South African success story. With an international online store and global collaborations already underway, the brand is positioning itself firmly within the luxury streetwear space.
“We’re strengthening our global presence and building a strong base,” Dube says. “We’ve already entered the global market and worked on global partnerships like Afro Nation.” New collections and product categories are in development, with more collaborations on the horizon.
“They’ll be coming in very hot,” he says. “I know the people will love it.”As for legacy, Dube is clear about what matters most. “I want the next generation to believe in themselves,” he says. “To always focus on creating a world where being Black, South African and successful is the norm.” For GALXBOY and its founder, that future is already being stitched together, one bold move at a time.
