Originals Studio by Adidas is an initiative that connects young creators with industry leaders, offering workshops, talks, and experiences aimed at building confidence and sharing knowledge. It supports original thinking and community growth.
At iQHAWE we believe it is necessary to the DNA of our creative ecosystem. If you have been a follower of our publication since 2019 you will notice that we share the same ethos. We celebrate and tell the stories of creatives and aim to transfer knowledge amongst the creative communities we serve. As media we were fortunate to be able to attend all the workshops and grab some notes for you. Let’s break it down.
The day started on a much warmer note at Victoria Yards, an urban oasis nestled in the heart of Johannesburg. It was the perfect location to host the programme. When you walk in, you’re guided by friendly staff. They point you to registration, where you can sign up for one of four workshops. Behind the registration desk, there’s an exhibition of Adidas’ latest Superstar campaign, starring Focalistic, Bongeziwe Mabandla, and more.
Workshop 1: A Return to the Basics – Ideas, Sketches, and Writing in the Brand-Building Process
Led by Jana & Koos, a creative duo renowned for their bold, conceptual approach to visual communication, spanning art direction, design, and storytelling. In the theory segment of their session, Jana & Koos emphasized the importance of pursuing side quests. Projects that express your original approach and aesthetic. These can help you discover your style as an artist or creative studio.
Workshop 2: From Beats to Mix – The Muzi Method
Muzi is a genre-defying South African artist and producer who blends electronic, hip-hop, and traditional sounds to create music that feels both future-forward and deeply rooted. His workshop felt like Arts & Culture class back in primary school, if Muzi was the fun, unforgettable teacher. He reminded us that creativity thrives when you’re playful, yet intentional. Here are four things that he wants you to know:
1. Learn about mono versus stereo. Know what those terms really mean. Mono doesn’t just mean you’re hearing from one source-it is one source. So sounds that come from a single point should usually be treated in mono. Stereo means two sources, and you’ve got a whole stereo field to understand and work with.
I like to imagine a semi-circle starting from my ears, like that old maths tool from school. That’s how I start visualizing where sounds go in a mix.
2. Study real instruments. Real drums, for example, can teach you where to pan hi-hats or cymbals when you’re producing in the box (on a computer). Everything in the computer is just imitating real life, so go to a music store, see what things look like, ask questions. That context will help you a lot.
3. Get over the jargon. These things aren’t impossible to understand. If you’re already creative, this is just a different process that needs you to stay open and willing to learn. It is a skill set. People study it, get degrees in it. So take it seriously, even while having fun.
4. Don’t kill the energy of the song trying to clean it up. That’s a big one. All these technical rules you read about? They’re objective. The soul of the track still matters more than the perfection of the mix.
Workshop 3: Streetwear from the Ground Up – A Screen Printing Experience by Backyard Group
Led by Shadin “Solo” Kara, the session kicked off with him saying, “We are noisemakers!” and that energy carried through. Backyard is all about the fusion of sonics and fashion. Their message? To stand out, make noise. Don’t downplay your ideas and operate boldly. At the end of the workshop, Solo handed out a screen printer’s cheat guide filled with supplier contacts and tips for building your own brand
Here are 3 Things Every Beginner Should Know About Screen Printing:
1. One Color, One Screen – Each color in your design needs its own screen, so start simple. Keeping your first designs minimal helps you learn how to align layers properly and avoid messy prints.
2. Fabric Choice Affects Your Print – Cotton is your best friend when starting out. It absorbs ink easily and gives cleaner results. Stretchy or synthetic fabrics can be tricky and might require special inks or techniques.
2. It’s Scalable – Screen printing is ideal for batch production, making it great for building brands or limited edition drops—but it requires patience, practice, and attention to detail, especially when done manually.
4. It’s Hands-On, But Worth It – Screen printing takes time to master, from setting up your screens to pulling ink correctly. But once you get the hang of it, it’s a powerful and cost-effective way to bring your ideas to life and produce your own merch or brand drops.
Workshop 4: Discover Your Unique Visual Language – with Yay Abe
Yay Abe, an illustrator and artist based in Cape Town, gave off cool art-teacher vibes. He shared vital insights into the business of art—while guiding guests through a fun, hands-on activity. His key message? Being an artist is serious work. To design for the world’s top brands, like he has, you need to create both for fun and with intentionality. Without the pressure to conform. Imagine landing a bag just from designing for yourself.
While guests were immersed in their workshop sessions, Pamela Mtanga held it down as MC for the Talks programme in the main auditorium.
The first talk was delivered by Nandi Dlepu, a culture builder, community leader, and founder of Mamakashaka. She spoke about Simon Sinek’s Golden Circle theory, which inspires purposeful leadership through three core questions: Why, How, and What. If you’ve ever wondered how Nandi does it all, the answer lies in how clearly she understands her “why,” “how,” and “what” in everything she takes on.
Talk 2 was delivered by Bee Diamondhead, a Creative Director, Stylist, and Fashion Editor who has carved her own lane in the industry. Rising from being overlooked to leading with vision. She touched on what it means to be original in a world where imitation is the norm.
Talk 3 was led by Thebe Magugu, and what the Heli-Yoncé – did he not deliver both looks and knowledge? He broke down how he’s building a fashion brand with purpose through a keynote structured around five powerful pillars:
1. Storytelling.
2. Technology, Digital Tools, Materials Science, and Innovative Manufacturing.
3. Personalisation, Customisation, and a Culture of “We”.
4. Collaboration, Marketing, and Experience
5. Administration and Legalities
To break down each pillar would take another full article, but let’s just say: Thebe’s mind is a universe of its own. There’s a reason he’s the principal of Magugu House. His work is an Afro-encyclopaedia of fashion.
Talk 4 was a panel discussion hosted by Zethu Gqola, featuring:
- Amanda Dandala, founder & managing director of People of Change Creative Agency
- Reba Shai, Artist Manager for Focalistic & 18 Area Music
- Jade Kelly Wilson, Talent Manager & Partner at Africa Creative Agency
Gems were dropped throughout. Reba emphasized the importance of musicians prioritizing strategy in their rollout and aligning their brand for long-term partnerships. Amanda, drawing from her experience, advised artists to create a brand bible – a living document that helps define their unique selling point and encourages reinvention as they evolve. The conversation naturally led to the vital topic of finances and sustainability, with Jade sharing her expertise in building 360-degree businesses for artists.
The talks wrapped up with Thatiso Dube, who broke down the importance of honouring heritage through the lens of modern streetwear. He emphasized the need to normalize Black success and inspire the next generation of GALXBOY. A quote we won’t forget from his talk: “If you don’t cook, you won’t eat!” a sharp reminder that you must work on your ideas to see results. Sitting back won’t cut it. Let us cook!
The day’s programme closed with an electrifying music experience, blending fashion, sound, and pure energy, featuring performances by: Thebe Magugu, MUZI, DJ Doowap, and Tyler ICU.
All images supplied by Set Life Studios SA
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