Sithole Eyewear, founded by actor Aphiwe Sithole, is reaching new heights with profound recognition from leading brands.
Aphiwe, who is renowned for portraying Bonisile Nongena on Poppie Nongena, Bongani on Donkerbos, Athandwa Grootbom on Kelders Van Geheime, and Thabani on Mooiweer en Warm, has ventured in the eyewear space.
Hailing from Khayelitsha in Cape Town, Aphiwe recently sat down with BONA to delve deep in the birth and rise of Sithole Eyewear.
Also see: How to choose the best eyewear for your face shape
According to the thespian, eyewear is intimate. It sits on the face, the most visible and expressive part of a person.
“It can transform posture, presence, and perception instantly. I was drawn to that. There are many fashion brands, but very few African luxury Houses. I didn’t want to build something seasonal. I wanted to build something architectural, something that could evolve into a House with multiple categories over time. Something that will be here long after I’m gone. Eyewear became the entry point,” he said.
Aphiwe highlighted that creativity has always been a part of his life. When he was still in high school, he used to write poems and perform them whenever there was a school function.
“Then as an actor, I’ve experienced storytelling from within. Now as a founder, I’ve realised creativity is the ultimate form of authorship. You get to decide how something enters the world, how it feels, and what it represents.
“I’ve always been drawn to aesthetics, architecture, silhouettes, minimalism. Creativity allows me to translate internal vision into something tangible. It’s less about trends and more about creating objects and moments that feel considered and timeless.
“Sithole Eyewear was born from a desire to see African design positioned within global luxury conversations, not as an alternative, but as an equal. The brand was built on three pillars: Scarcity, Narrative and Craftsmanship. From the beginning, I made the decision not to chase mass exposure. Instead, we focused on cultural credibility, intentional placements, strategic gifting, and controlled releases. The target market is the individual who understands presence. The person who values detail. The person who appreciates owning something not everyone can access,” said Aphiwe.
Also see: Top eyewear trends to look out for in 2025
He further told BONA that the designing process begins conceptually, not with shapes, but with meaning.
“Each frame starts with a story. From there, I move into silhouette exploration, proportion refinement, and structural detailing. Balance is crucial, eyewear must feel bold but wearable. We’re also moving into more bespoke production conversations internationally, as we continue refining our craftsmanship standards. Nothing is rushed. Every release is treated like a chapter,” he said.
Reflecting fondly on his upbringing, he shared that it has moulded the person he is today. He was raised by his mother, Nokonwaba Happiness Sithole, who instilled discipline and respect in him from a young age.
“You knew you ‘love your neighbour and respect your elders’. This played an extremely important role into the man I grew up to become.”
As Sithole Eyewear continues to grow, he looks forward to many special milestones. Currently, the brand has an upcoming Cape Town presentation which will mark a defining moment.
Speaking to us about the presentation, Aphiwe said: “It is being structured as a curated experience, intimate, controlled, and architecturally intentional. Two new frames will be introduced in limited quantities, reinforcing our commitment to scarcity and narrative. The presentation is about signalling the next chapter of Sithole Eyewear, not simply as an eyewear label, but as a luxury House in evolution.”
Also see: De Luca launches exquisite new eyewear collection
Be the first to know – Join our WhatsApp channel for content worth tapping into. Click here to join!