MR AM BASS ADOR

THIS IS THE STORY OF HOW THEBE IKALAFENG’S INCREDIBLE JOURNEY TO VISIT EVERY COUNTRY IN AFRICA CHANGED THE WAY HE SEES THE WORLD

THERE’S A STRIKING black-and-white portrait hanging up on the wall behind Thebe Ikalafeng’s desk that will forever remind him of one of his most meaningful achievements. It is a silhouette of a man in a simple white Sudanese jellabiya walking down the centre of a seemingly endless road with the vast desert bordering either side. There is no landscape, no embellishment, no detail.

The painting is of a picture of him taken in Sudan by his friend Thembi Khumalo, commissioned and gifted by his mentee and Anglican priest friend, Rt Reverend Kabelo Motlhakane. The picture was taken the day and moment it fully dawned on Thebe that he had accomplished his ultimate African goal: to visit each of the 55 countries on the continent. There are technically 54 because the Western Sahara is a disputed territory, but the African Union recognises 55.

“Sudan was actually the 54th country,” Thebe recalls. “I still had to visit Equatorial Guinea, but in my mind, on this very day in Sudan, I had finished my journey. I was overcome with a jubilant and incredibly deep emotion.”

There can’t be too many members of the 55 club – individuals who have set foot in every country in Africa – and for good measure, several ‘European’ islands such as St Helena, Mayotte and Reunion, which are practically within the African territory. It does feel a little ridiculous to try and tell the complete story of extraordinary travels, of a person who’s been to more than 115 countries, to every continent, journeyed from Cape to Cairo and from the Artic in Greenland – the North Pole –to Antarctica – the South Pole, and dared the most exhilarating adventures along the way, in one short article.

Looking at each border crossing, each person he met, each meal he’s had, and throwing in the odd real monkey stew, trying out khat, being detained and having his passport retained, threatened to be thrown out of a country, daring crocodiles and pythons or trekking the rare silverback gorillas in the Virunga mountains – every one of his extraordinary experiences will surely find their way into a best-selling book one day.

The story that does bare telling here, however, is how Thebe’s journey across Africa changed him and forever impacted the way he views travel, as well as his relationship with the continent – the art, fashion, culture and the people he’s met along the way. Thebe himself says that the journey was more a metaphor of his philosophy that success and respect start at home.

Best known for his work as an accomplished and award-winning Hall of Fame African marketer, Thebe has purposely evolved his work and life, and is now well recognised as one of the foremost champions of a brand-led African renaissance. His Brand Leadership firm, established in 2002, has over the years consulted to hundreds of brands and organisations as diverse as poultry and politics across the continent. Since 2010, the Brand Africa initiative, through which he pioneered his ‘Brand Africa 100 | Africa’s Best Brands’ survey and rankings of brands in Africa, is recognised as the only and most-cited study and reference of brands in Africa.

In 2020, he founded the African Leadership Academy (ALA) globally to inspire an Africafocused brand leadership and to sharpen the skills of brand-builders, empowering them to build the next generation of African brands. Most recently, he launched an intellectual property law advisory, African Intellectual Property Partners (AIP), to advise brands and entrepreneurs to identify, enforce and protect their intellectual property rights in Africa.

“It’s unacceptable that, as we have established in our study of brands over the past 10 years, on average, only 20 percent of the brands that Africans admire are African, and globally, according to the World Intellectual Property Organisation (WIPO), Africa accounts for less than two percent of the trademarks that are registered in the world. If we as Africans are going to grow and compete globally, we need to invest in building great African brands and in protecting them,” says Thebe.

THEBE PORTRAITS: yourluxury.africa

OPENING SPREAD LEFT: Thebe delights in being a “walking billboard” for distinctive and authentic cultural outfits from every African region. Here Thebe is pictured in a suit by Moshions in Rwanda and a skin on loan from a royal house, a walking stick from Ghana and ostrich-beaded headgear from Botswana under a traditional Zulu headband –umqhele. OPENING SPREAD RIGHT: Thebe wears a Kimono outfit from Ghanaian designer and friend, K.O.D of Nineteen57, and a traditional head dress, Umugara, worn during Intore, the Dance of Heroes, performed at traditional ceremonies in Rwanda. THIS PAGE: Thebe wears an original Akan ‘nwentoma’, also known as Kente, meaning a woven cloth, he acquired at a historical source in Bonwire on the outskirts of the traditional Ashanti region of Kumasi in Ghana. His accessories are also from the region.

When asked about the genesis of his African journey, Thebe says it gained urgency, meaning and momentum when he left his job as Nike’s chief marketing officer for Africa – a rather stellar start to his mercurial marketing career, which won him several global and local awards and immediate recognition as one of Africa’s leading marketers.

“When I left Nike, I knew I was done with corporate, but needed to reframe how I saw myself in the world. Back then, while I was winning awards for excellence in branding and communication, the more popular narrative was that of ‘winning’ best-dressed ‘awards’. It began to concern me greatly that the first perceptions about me were always, “He is so elegant, charming and dresses so well.” I wondered privately: When are they going to say I'm doing something meaningful? I wanted to be remembered for having a meaningful existence in this world.”

Thebe adds, “I needed to move from success to significance – to matter – and began to intentionally chart my journey and focus. We learn as we grow older that whether it’s a social media post, a presentation you make or how you put yourself together, somebody is always watching, and you are making an impression that shapes other’s world view of themselves and, or, of you.”

Thebe says the first things he did were to intentionally stop wearing his signature Western suits, change his engagements and focus his writings and speeches on a narrative that single-mindedly contributed to the continent’s image. He championed brands that build the economy and the continent’s wealth, image and reputation. “Initially, I received a lot of strange feedback. People would ask: “What’s up with these ‘African' rags you’re wearing? We miss your immaculate Gucci suits that you wore so well”,” he says. “But later, I began to see the see the shift among my peers in business and politics – particularly in South Africa –switching too, saying how they had been watching me and felt inspired to change and reflect their pride in their country, cultures and continent.” yourluxury.africa

What is now known as purpose-led marketing has become a way of life for Thebe and meant his mission to travel to every country on the continent was as much of a personal adventure as a purposeful journey to understand his continent better. While his first forays into the continent were a trip to Kenya in 1996 with his American university friend, Robb Hoenick, and to the Africa Cup of Nations in Burkina Faso in 1998, as well as several to his grandfather’s ancestral home in Botswana, he sees summitting Mount Kilimanjaro (which he did once for Mandela’s birthday and then again exactly on his 50th birthday) as the transformative moments that cemented his purpose. Fifteen or so maxi passports and every African country and island later, Thebe’s life, his work and his passion are now all finally aligned.

The logistics, cost and effort of visiting all of Africa cannot not be underestimated, he admits, and he would often tag his African visits onto official business trips. For example, if he was due to visit Kenya to see a client or deliver a talk, he would leave time on one side of the trip to take in another country. “This was often easier said than done since there aren’t always direct flights in and out of neighbouring African countries,” he notes.

Thebe also decided early on that his visits would not be curated, tourist-style African trips. He would immerse himself in the local culture and experience life the way citizens live it. When visiting a country, he says he leaves his own at the border post and opens himself to enjoy each place without judgement or preconceptions. Similarly, when he documents his journeys as he does on social media, he does not sensationalise nor focus on the negatives, but rather celebrates the uniqueness, positives and real experience of each wonderful destination.

Never averse to a challenge, Thebe’s African adventures have included skydiving in Swakopmund in Namibia, summitting Mount Sinai in Egypt, as well as trekking the 116km Moshoeshoe Walk that retraces the path the great Basotho King walked as he led his people to safety on top of Thaba Bosiu’s natural fortress in the 19th century. He’s travelled 155m below sea level when visiting Lake Assal in Djibouti – the lowest point in Africa – rode the 52hour train on the historic 1 860km-long TAZARA train track between Tanzania and Zambia – also known as the Uhuru Railway which was established in 1976 – and has bungee jumped off Bloukrans Bridge, the tallest bungee in the world.

An always-on marketer, Thebe is acutely aware of the message his every move sends out. While he often stays at some of the finest hotels and dines at the best restaurants, it’s never his preference, and he is always sure not to post anything pretentious about his travels on social media. “To me, luxury has always been the authentic experience and not the flashy trappings,” he says. Thebe feels a responsibility to celebrate Africa for the beauty of its rawness – its authenticity. He also emphasises travelling with a sincere approach towards the people that he meets. “I don’t look at people as a moment to transact, but as an opportunity to understand the common bonds, purpose and hopefully enduring relationships, irrespective of our origins or circumstances.”

Thebe’s family and friends who follow his posts have been inspired by his downto-earth attitude. “You have moved us and inspired us to love and enjoy our continent,” they tell him. “They recognise that my posts are not bragging about my experiences, but share insights. And many say that even if they never get to travel to these countries, they’re grateful that I’ve taken them along vicariously – or I’ve inspired their bucket list,” Thebe says.

His African travels have definitely impacted his sartorial style. Thebe is seldom seen in Western-branded suits and has instead become an unofficial ambassador of African luxury. In every country he visits, he seeks out the best designer and pays the studio a visit. The result is a wardrobe brimming with traditional and designer African clothes and accessories. Thebe has a close relationship with many of these designers and tailors, and they deliver handmade garments to him wherever he is in the world.

And so, with Thebe’s Africa travel mission complete, he continues his other mission to amplify great African brands. “We are the generation that gets to tell a better and real story of Africa as an enterprising, innovative, independent, resilient and prosperous place. Because the politics and politicians have failed us, one thing we can control is the ability to create competitive brands that enable us to change the continent’s narrative, growth and wealth. While we do have a youth dividend, with diminishing resources and open borders, we don’t have the luxury of time. Instead of blaming the world for appropriating our creativity and ideas or borrowing and begging to fund our growth and development, we need to build, appreciate and support world-class African brands for Africa and for the world. Our authenticity is our luxury, our distinctiveness and competitive advantage,” he concludes. @thebeikalafeng; www.ikalafeng.africa ■

My Loves

PENS: Thebe started collecting Montblanc pens after a friend gave him one when he graduated with his MBA 30 years ago. It’s one of the few he’s regrettably lost. But since then, he’s acquired many, and only uses limited-edition Montblanc pens. “My most treasured are the Miles Davis, Jimi Hendricks and Alexandre Dumas pens – the only people of African descent in the MB limited edition series.” His only pen that’s not a Montblanc is the limited-edition Montegrappa Nelson Mandela pen.

GLASSES: Thebe wanted stylish round glasses, and Belgian eyewear brand Theo fitted the bill with its unique flair for individualistic design. “I think they’re now more a collector than a functional item, and I’m constantly getting a pair or two. I also enjoy local brand Aluta’s sunglasses, which I alternate with other global brands on the odd day I wear sunglasses.”

AFRICAN ART AND ARTEFACTS THAT REFLECT HIS TRAVELS: “My 200-year-old Ethiopian Orthodox Bible, handwritten on goat skin, is probably my most treasured artefact. Because of the array, vibrance and diversity of the global African aesthetic of my living spaces, Trevor [Stuurman] calls my home Zeitz MOCAA. But what pleases me is anyone who enters my space usually says it’s exactly what they expected – a reflection of the person and journeys. Every room has art or an artefact, which collectively sum up my African travels and blend elegantly with its Western context. In most cases, I would have met the artist or know the history intimately. What I value most in everything I own or collect is the story behind it, and not the commercial value.”

GROOMING: There are only three fragrances in Thebe’s bathroom, and Aqua di Parma is his go-to daily fragrance. “I’ve been wearing it for over 25 years. Along the way I’ve added Creed and Loewe, and I use Ghanaian luxury shea-butter-based personal care range, Kaeme.”

THE GIFT OF TIME: “The best gift that I’ve given or received is the luxury of time and bringing people together to celebrate. It’s most meaningful to me when I’ve made time for others’ birthdays, graduations, births and other of life’s beautiful moments. I’ve invited many friends along on different African trips and think the gift of time, experience, exposure and inspiration cannot be measured in money. With their experience of the continent, they’ve become inspirations to other people to champion the African story.”

TRAVEL SIGNATURE: “I pack at least one of my favourite African brands when I travel – either my Nigerian brother Tunde’s Ethnik brand sneakers, mentee Tshepo’s jeans or MAXHOSA AFRICA’s swimwear. I wore orange and yellow Camper shoes through most of my journey across the continent. But other than my new favourite Mafi Mafi custom travel shawl blanket by my favourite Ethiopian designer, Mahlet Mafi Afework, I travel light.” Other travel must-haves include his camera with its unique beaded strap from Kenya, 1T iPhone, essential plugs, meds, headsets and an empty memory canvas to record new experiences.

STYLE SIGNATURE: “My incomparable African suits by arguably the finest designers on the continent or Ghanaian Ashanti wraps I travelled to get at the source in Bonwire outside Kumasi. I’m very good friends with most of my tailors and designers and collaborate with them on creating unique outfits for me. Generally, I’m comfortable being a walking billboard for the most distinctive cultural outfits from every region in Africa.”

FOOD AND DRINK: “While I prefer my close friend Desmond Mabuza’s famed restaurant, Signature in Morningside, for fine dining in Johannesburg or mentee and friend Siba’s in Cape Town, I’m at my indulgent happiest at Marco’s African Restaurant in Cape Town, Sakhumzi’s in Soweto and the innumerable African restaurants across the continent.”

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