30 May 2021

In the wake of high unemployment rate in the country, Kanye-born Tlotso Enosa has established a motivating factor to fellow youth through his clothing brand called ‘Sleep Is For The Rich (SIFTR)’.

The label is intended to motivate people that they should move from their comfort zone in order to succeed in life and meet the daily demands.

“The idea started in 2019 when I realised that most people are under a lot of pressure to change their financial situations and sustain themselves and their families. I was also inspired by the fact that people who aspired to be successful deprived themselves of sleep hence the brand Sleep Is For The Rich,” Enosa explained in an interview recently.

With only pocket money at his disposal, the 22-year-old started off by printing few clothing items like t-shirts and headwear to convey his message and introduce the brand to the masses. Even though there were few hiccups due to movement restrictions that came with lockdowns, the brand was finally certified in August last year.

He attributed its progress and growth to the intense marketing in social media platforms. However, Enosa said due to financial constraints, he was yet to achieve his goal of reaching other markets countrywide and employing more young people.

“I want to diversify the brand and would like to see it grow into something that creates employment opportunities. I also aspire to grow it into a big brand and open outlets across the country,” he said.

Just like many self-financed projects, Enosa said currently he was working with his younger brother to come up with various designs for t-shirts, sweaters, hoodies, shorts and headwear and they re-invested the proceeds to keep growing the brand.

However, he remained optimistic that his dream of growing into a renowned brand would be realised once they secured sponsorship. ENDS