The Chinhoyi University of Technology has risen to become the foremost educator of the next generation of fashion, art and culture talent. How ironic.
Maybe it should be renamed to the Chinhoyi University of Art and Design.
This is where 23-year-old Princelow Gurenje spent the past four years absorbing the knowledge intended to turn his passion for fashion into a sustainable career. He also managed to gain hands-on experience during an internship at Joyce Chimanye’s Zuvva, a renowned clothing brand.
He has now taken a big step by establishing his own clothing brand called Whats Upstairs; birthed from the work he did as his final-year project at the Chinhoyi University of Technology. Gurenje debuted the collection on June 5th at the Jasen Mpepo Little Theatre in Harare — proving that he really was paying attention during lectures.
We caught up with the young and energetic creative designer of Whats Upstairs after his successful launch to talk about the brand, new collection and future of the brand. Enjoy!
Can introduce yourself?
Hello, I’m Princelow Gurenje. I just completed my Bachelor’s degree in Clothing and Fashion Design at the Chinhoyi University of Technology.
I’m excited to connect with like-minded individuals and explore opportunities in the fashion industry.
What is the name of the brand?
My brand’s name is Whats Upstairs, it’s a statement of confidence, creativity, and courage – for those who aren’t afraid to stand out and make their mark.
My brand is for those who dare to be different, who embrace their unique interests and passions, and who refuse to be bound by conventional norms. I came up with it as my final year project, and I made a streetwear collection that celebrates individuality and self-expression.
What is the meaning behind the name “Whats Upstairs”, and what does your brand represent?
Whats Upstairs is the ultimate destination for those who dare to be different. This brand name is inspired by the idea that the most interesting things in life are often hidden from plain sight, waiting to be discovered. Just like the stairs that lead to new and exciting places, the brand is all about exploring the unknown, embracing individuality, and empowering self-expression.
At Whats Upstairs, I believe that fashion is not just about clothes — it’s about attitude, confidence, and a willingness to take risks. This brand is for those who refuse to blend in, who crave something more than the ordinary, and who are not afraid to stand out from the crowd.
The brand’s story began with a simple question: What’s upstairs?
It’s a question that sparks curiosity, creativity, and a sense of adventure. And that’s exactly what I aim to bring to you – a world of endless possibilities, where fashion meets art, music, and culture.
So, the collection you showcased is it readily available for sale?
Yes. For now, it’s only available online. We font have a physical store yet we’re selling through all our social media platforms.
Why did you choose to do Art and Design as an area of study?
I chose Art and Design because it allows me to express myself in a way that feels truly authentic and fulfilling. I’ve always been drawn to the creative process, and I love how art and design enables me to bring my ideas and imagination to life.
For me, Art and Design is not just about creating something visually appealing, but also about telling a story, conveying a message, and connecting with others on a deeper level. I find joy in the process of experimentation, exploration, and problem-solving that comes with creating art and design.
Plus, I believe that Art and Design has the power to inspire, educate, and uplift others; and I want to be a part of that positive impact.
Most of your fellow students chose to do formal wear on their final projects, but you chose differently. Why streetwear?
I chose streetwear for my final project because Streetwear is a genre that’s often overlooked in favour of more traditional formal wear, but I believe it has a unique beauty and relevance to modern culture. I’m fascinated by the way streetwear combines comfort, practicality, and self-expression, and I wanted to explore that in my project.
Plus, streetwear is a reflection of the world we live in today – it’s diverse, eclectic, and unapologetic. By choosing streetwear, I wanted to show that fashion can be both high-end and accessible; and that everyone deserves to feel confident and stylish regardless of their personal style or background.
Describe the preparation, creative process and presentation of the collection?
Preparing for the collection was a stressful journey which I loved and enjoyed doing.
It started with extensive research into the latest trends, styles, and cultural influences that inspire the streetwear aesthetic. I immersed myself in the world of streetwear, attending fashion shows, reading industry blogs, and engaging with streetwear enthusiasts on social media.
Next, I developed a clear concept and vision for my collection, drawing inspiration from my own experiences, interests, and values. I sketched out designs, experimented with fabrics and textures, and refined my ideas through feedback from peers and mentors.
The production process was intense but rewarding. I spent countless hours sourcing materials, pattern-making, prototyping, and refining my designs. I also collaborated with a team of talented models, photographers, and makeup artists to bring my vision to life.
Throughout the preparation process, I stayed focused, organized, and committed to my vision. I’m proud of what I’ve achieved, and I’m excited to share my collection with the world.
Are you satisfied with the outcome?
Yes, I’m extremely satisfied with how the collection turned out.
I set out to create a streetwear collection that was true to myself and my vision, and I feel like I’ve achieved that. From the initial concept to the final product, I’ve poured my heart and soul into this collection, and it’s amazing to see it all come together.
Of course, there are always things I could improve on, but overall, I’m really proud of what I’ve accomplished. I’ve learned so much throughout this process, and I feel like I’ve grown not only as a designer but also as a person. Seeing my collection come to life on the runway or in photoshoots has been incredible.
Most designers we have featured are self-taught. What did the formal education in Art and Design do for you?
Attending school provided me with a solid foundation in fashion design, access to resources and industry connections, and a well-rounded understanding of the business.
While self-taught designers bring a unique perspective, I believe my formal education gave me a comprehensive understanding of the industry. Ultimately, passion, dedication, and hard work are what matter most in honing one’s craft.
Any brands that have impressed and you wish to work with?
I’m delighted to express my admiration for the exceptional work of local clothing brands such as Samsara, Zuvva, House of Shona, Natai Natai, and others who have consistently demonstrated a commitment to excellence and innovation in the fashion industry.
However, I am particularly drawn to Rozebowl and Corropt, brands that resonate with my values and design philosophy. I believe that a collaboration between our brands would result in something truly special and would allow us to push the boundaries of streetwear fashion even further.
Are we going to be seeing Whats Upstairs on the shelves soon?
Absolutely, my goal is to make this brand accessible to a wider audience, and that includes having products on shelves in stores.
This has been a difficult year for fashion, with some brands even closing shop. This being your debut collection, how are you going to maintain consistency going forward?
I understand the challenges of operating in an unstable economy. However, we’re committed to maintaining our high standards and quality.
We’re also focused on building a strong online presence, which will enable us to reach customers directly and maintain a consistent brand experience, regardless of economic conditions. Our goal is to build a loyal customer base that will support us through thick and thin.
What does the future hold for Whats Upstairs. What is the next step?
The future is exciting! After showcasing my debut collection, I’m looking to establish myself as a prominent designer in the industry.
My next step is to expand my brand’s online presence, engage with customers, and build a strong community around the brand. I’m also exploring collaborations with like-minded brands and artists to further push the boundaries of streetwear.
In the near future, I’m planning to showcase my collection at fashion weeks and trade shows. I’m also working on building a strong e-commerce platform to make my designs accessible to a larger audience.
As for the long term, I envision Whats Upstairs becoming a household name, synonymous with innovative, high-quality streetwear. I aim to inspire and empower young designers like me and creatives to pursue their passions and challenge the status quo.
Ultimately, my goal is to leave a lasting impact on the fashion industry and to continue creating art that resonates with people from all walks of life.
