The Soweto giants have stepped into a bold new era of lifestyle expression with the launch of the Kaizer Chiefs x Sealand collection - a collaboration that fuses the heartbeat of football with the future of sustainable design. For us, this partnership is more than product; it’s a shared journey of purpose, creativity, and South African excellence. The debut range - the Toastie Storage Bag, the Rowlie Backpack, and the Toastie Storage Bag - is now available at our Sandton City and V&A Waterfront store as well as online.
This is not just a drop. It’s a cultural link-up. A collision of two proudly South African institutions united by a responsibility to people and planet. Born from the energy of the stands and brought to life on our production floor, the collection transforms what was once waste into premium, functional gear built for real life - from match day to everyday. Street-ready, travel-ready, future-ready. Every stitch carries a story of culture in motion and progress in action.
The design language of the collection is distinctly modern and made for movement. Each piece is crafted from 100% recycled and upcycled materials that feel premium yet are engineered for daily use. Clean lines, spacious interiors, and thoughtful pocketing make the range as practical as it is stylish. True to the partnership’s purpose, elements of Kaizer Chiefs’ own history live inside every bag. Sealand has upcycled 88 metres of retired Chiefs banners - diverting them from landfill and repurposing them into durable inner linings. The branding now continues its journey in a new form: carrying everyday essentials while carrying its legacy forward.
Rooted in streetwear culture but refined by intentional craftsmanship, the silhouettes are designed for the city commute, travel days, and match day fits alike. Subtle Kaizer Chiefs branding is integrated with purpose, letting the iconic gold and black speak with quiet confidence.
It is this shared vision that sits at the heart of the collaboration, as our Brand Director Howie Kahn explains:
“The partnership between Sealand and Kaizer Chiefs is more than a brand alignment. It’s a meeting of two institutions that carry the spirit, resilience and creativity of this country in everything they do. What makes this collaboration so ground-breaking is the fusion of heritage and innovation. It’s a celebration of what South Africa has achieved and what it is capable of becoming. Purpose-driven design and world-class sport are not mutually exclusive - they can elevate one another, inspire fans, and champion a new standard for local partnerships.”
For Kaizer Chiefs, the collaboration reflects the Club’s evolving vision of impact beyond the pitch. Marketing Director, Jessica Motaung, says:
“What makes this partnership with Sealand so powerful is that it allows our very own history to be reimagined through sustainable design, with elements of our Chiefs branding repurposed into the fabric of these products. This means our supporters can carry the Amakhosi badge with pride, knowing they are also supporting local craftsmanship and the protection of our planet.”
Together, we are proving that heritage and innovation don’t just coexist - they elevate one another. From the pitch to the production floor, from supporters in the stands to artisans crafting each piece, this partnership belongs to every South African who believes in excellence done the right way.
