The Brain Behind MISUNDERSTOOD
Xolani Nojekwa, the visionary behind the streetwear brand MISUNDERSTOOD, was born and raised in Langa, Cape Town. A multidisciplinary creative artist with a passion for photography, fashion design, painting, and film directing, Xolani founded MISUNDERSTOOD in 2015 during his second year as a Marketing Management student.
Driven by a desire to create a brand that not only represented his identity but also resonated with youth across the world, Xolani was deeply inspired by music, fashion, and art. Originally intended as a collaboration with a close friend studying fashion, the project took a solo turn when plans didn’t unfold as expected — a challenge that pushed him to take full ownership and build the brand himself.
His artistic vision draws inspiration from fearless, genre-defying creatives like Kanye West, Tyler, the Creator, Pharrell Williams, Donald Glover, the late AKA, the late Riky Rick, and Brenda Fassie — individuals who challenged norms and embraced authenticity. For Xolani, MISUNDERSTOOD is more than clothing — it's a cultural movement, a message of individuality, and a platform for creative expression that refuses to conform to societal standards.
