South African luxury streetwear brand, Ascend Label, is making a bold return to the fashion scene. The brand, founded by designer and creative Inga Gubeka, has been relaunched with fresh designs and a broader collection for both women and men. The comeback includes revamped versions of its popular golfwear, turtlenecks, dresses, and accessories.
The relaunch campaign will feature some of the brand’s loyal customers showcasing the new collections alongside the signature pieces. Gubeka explained that the decision to relaunch was driven by increasing demand in South Africa for luxe, chic athleisure that reflects Africa’s diversity, energy, and style—while remaining trendy and timeless.
When Ascend was first launched, it quickly gained recognition for blending global streetwear trends with a proudly African aesthetic. As the brand expanded, its goal was to redefine aspirational, desirable fashion that’s accessible to Africans and the world alike.
New management now oversees the brand. Ascend Label is part of the Neo-Inga Group (Pty) Ltd, with Neo Lekgabo stepping in as Group CEO. Known for his strategic marketing and sales expertise, Lekgabo is excited about the opportunities the relaunch offers in a globally connected marketplace.
He highlighted the brand’s focus on expanding distribution channels, exploring export opportunities, and growing its presence on international runways. With global trade tensions and tariffs, Lekgabo emphasised the importance of strategic growth, creativity, and quality to secure a larger share of the market.
Lekgabo also underlined the importance of catering to South African consumers by offering key pieces that reflect local tastes and affordability, ensuring the brand remains relevant and desirable. He expressed confidence that with the new management, Ascend Label is poised to make a significant impact both locally and internationally, blending urban chic with African pride on a global stage.
This relaunch marks a new chapter for Ascend, promising stylish, high-quality fashion that celebrates Africa’s vibrancy and creativity—ready to dominate both local streets and international runways.