Two South African brothers making millions from a simple rugby jersey idea which has gone global

The South African company that started in a Stellenbosch dorm room has gone global, partnering with big names locally and abroad.

Old School was founded by two brothers, Stef and Daneel Steinmann, while they were studying at Stellenbosch University.

The company made vintage-style rugby jerseys, inspired by past Springbok kits, such as those worn in 1995.

Stef Steinmann told BizNews TV that they wanted to own the vintage rugby jerseys they kept seeing around them, which are often passed down through families.

“If we feel this way, surely other people feel this way, and it just can’t be found anywhere,” he said.

In the beginning, the brothers struggled to bring their ideas to life, as many potential suppliers turned them down. “We had to contact over 100 suppliers before we could get their business going,” he said.

He said the company initially struggled with modest sales. However, the 2023 Rugby World Cup in France changed everything. Many South Africans were looking to get their hands on Springbok supporter gear.

Old School also secured its first major deal this year, partnering with the Springboks to produce official team merchandise.

Steinmann said this was a major turning point for them. “We reached a deal which was monumental for us. That was a tipping point for us,” he said.

The brothers have since expanded their operations to include their own physical stores in Pretoria, Johannesburg and Cape Town.

The company also sells its products through several stores across the country and operates its own online shop.

Old School takes on the world

After its initial success with Springbok merchandise, Old School sought to expand its product line to other teams and sports.

Staying with rugby, the team partnered with South African clubs such as the Blue Bulls and Sharks to make specialised merchandise.

The company then turned to soccer, working with prominent teams in the Premier Soccer League (PSL), South Africa’s top-tier club league.

These deals included working with Johannesburg’s Kaizer Chiefs and Orlando Pirates, two of the country’s biggest names.

Steinmann noted that these deals did not succeed at first, as the company struggled to enter new markets.

However, they continued to work closely with the teams, developing ideas which could help them connect with different audiences across South Africa.

Recently, Old School has seen booming business following its collaboration with Bafana Bafana on World Cup apparel.

The company’s jerseys have taken social media by storm, with iconic names such as Siphiwe Tshabalala seen wearing them in South Africa and at the World Cup abroad.

Steinmann said the partnership with Bafana Bafana was a big deal for them, as it allowed them to work with local artists to develop their newest ideas.

Outside of South Africa, Old School have formed partnerships with global sports brands in England, Spain, and America.

These deals include working with English Premier League teams such as Manchester City and Liverpool, as well as Spanish teams like Real Madrid.

These European teams have massive global followings, widening the appeal of Old Schools products beyond South Africa.

Steinmann said they recognised an opportunity for these products within South Africa as well, where international sports leagues are massively followed.

South Africans who follow international sports may sometimes struggle to find merchandise to support their teams, giving the company a chance to cater to these consumers.

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Old School photos

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