Motswako star-cum-businessman-cum-fashion designer, B-Block has returned to the city where it all began, opening an urban lifestyle store in Francistown.
Located in Barclays Plaza Mall and officially opened on Thursday, the new outlet, named Scheki Lifestyle, is part of the Gohard franchise, a clothing label with a Ghetto footprint dating back to 2010.
Back then, B-Block, real name, Baboloki Dambe, 34, launched the brand as ‘F/Town We Gohard clothing’ before shortening it to simply ‘Gohard’ in 2018 as part of a strategic plan to diversify the company’s appeal.
It was then that the rapper, a 2015 Yarona FM Award (YAMA) winner in the Best Motswako Single category, opened his first store in Gaborone at Main Mall.
Five years later and B-Block has finally brought the brand back to its roots.
“Francistown did not have any representation or store despite the label being born in the city. Customers used to travel to Gabs to buy Gohard products or order and spend more for the good to arrive at the destination,” noted B-Block, who has employed two people to run the Ghetto branch.
Filled with colourful, hip apparel, including baseball caps and trendy bomber jackets, the gear is sure to appeal to the younger generation,
When asked why he did not call the business Gohard like its sister store in Gaborone, the singer explained he wanted a name that was already in the minds of customers and one they could identify with.
“Schekie is a lifestyle that is already positioned in the minds of the target market; there is an image or perception about the type of clothing when you say Scheki or Lecheki. It’s also known as Scheki Lifestyle because it houses different styles for urban culture,” clarified B-Block, a Charted Procurement Specialist (CIPS) by profession.
