Sjava’s contributions to South African music have won him a ton of praise. What really makes him unique is his unwavering dedication to maintaining the authenticity of his traditional Zulu values in a field that is becoming more and more influenced by other forces.
In order to maintain his identity as a traditional Zulu man, Sjava collaborated with the shoe company Omega on their newest collection of shoes, which features African styles and heritage. The Umama hitmaker used social media to reveal his collaboration with the shoe company, showcasing the Qwellers in an announcement video.
Excited to announce the Official Sjava x Omega Collab Range dropping soon.
Pre-Order’s Now Open: https://t.co/XyPIvnNLe7
📹 featuring @Qwellerspic.twitter.com/Sx4NySv2V2
— Sjava indlalifa (@Sjava_atm) June 21, 2024
Prior to the partnership, the rapper was a huge fan of the Omega sneakers because he frequently appeared in public wearing them. The Omega shoes come in a variety of patterns made from real leather, and they are painstakingly produced for traditional African males. The collection, which is specifically designed to appeal greatly to South African males, combines both modern, cutting-edge looks and timeless classics.
Each pair pays homage to African workmanship and cultural roots while yet embodying a modern flair and legacy. Musically speaking, Sjava’s debut album Isina Muva was widely praised when it was published in 2016 by the independent label Ambitiouz Entertainment. His work is referred to as ATM (African Trap Music), fusing trap with various South African genres such as maskandi, mbhaqanga, and isicathamiya.
