How Markham and Exact are uplifting communities and changing lives across South Africa 

We live in a country where gender-based violence (GBV) continues to affect countless lives, so two of TFG’s fashion-forward brands — Markham and Exact — are stepping up to use their platforms for forward powerful, lasting change. Beyond selling style, they are writing new narratives of hope, safety and healing by championing community upliftment through bold corporate social investment initiatives.  

Since 2023, Markham has been with TFG championing a transformative cause, one that aims to address GBV at its roots. In partnership with What About The Boys?, a national movement dedicated to reshaping the narrative around masculinity, Markham is helping South African boys become the changemakers their communities need. 

At the heart of this initiative lies a radical yet essential mission: redefine masculinity to promote emotional intelligence, empathy and accountability. Through school-based film screenings and powerful mentorship dialogues across the country, the campaign reaches boys in Grades 8 to 12 – a pivotal age for identity formation. The message is simple but profound: boys are allowed to feel, care and stand up for what’s right.  

Each teen who engages with What About The Boys? is challenged to confront stereotypes, connect authentically with others, and make a personal #DoBetter pledge committing to being part of the solution to gender-based violence.  

For Markham, this initiative is about more than ticking off a checkbox; it’s an act of responsibility. As a leading men’s fashion retailer with a wide national footprint, Markham is uniquely positioned to reach and influence young men. Its ‘What About The Boys?’ product line – featuring T-shirts and sweatshirts – allows customers to wear their values proudly. With R50 from every T-shirt and R100 from every sweatshirt going to the initiative, fashion becomes a visible vehicle for change.  

The goal? To raise R1.35 million and reach thousands more boys with a message that has the power to change a nation. It’s a bold, necessary step towards a future where masculinity is not defined by dominance, but by kindness and courage.  

Exact is focusing on empowering survivors of GBV — one denim donation at a time. The brand’s impactful partnership with the Kolisi Foundation has sparked a movement rooted in sustainability, empowerment and healing. 

Launched in August 2024, the Denim Drive collected 800 pairs of pre-loved jeans, which were transformed into handcrafted bags by GBV survivors at the Power2You Centre, a division of the Saartjie Baartman Centre for Women & Children in Cape Town. Each bag isn’t just a product — it’s a story of survival, stitched with resilience and dignity.  

During last year’s 16 Days of Activism campaign, 200 of these bags were sold at TFG’s head office, with all proceeds supporting the Kolisi Foundation’s work with survivors. But the impact doesn’t stop there. Exact is committed to scaling up the project, providing even more survivors with access to income, creative healing and visibility.  

These efforts build on a legacy of meaningful intervention. In 2020, #ExactCares worked with the Kolisi Foundation to begin distributing Power2You Packs — practical safety kits that include pepper spray, a whistle, emergency contact info and a resource-rich journal. To date, more than 9 000 packs have been delivered across four provinces via 20 local NPOs.  

Exact’s commitment to the cause has also manifested in-store: proceeds from pepper spray sales go directly to GBV awareness and survivor support. And in a move that reflects real allyship, Exact Clothing has pledged to match every Power2You Pack donation. 

At Exact, we stand for the change we want to see in our world, communities and families,” says marketing manager Waseema Sukhadia. “It’s been so fulfilling to work with an organisation that aligns with our brand purpose and values. Exact cares about enriching lives now and for generations to come, and together with the Kolisi Foundation, we’re proud to be making a difference in building a stronger South Africa.” 

Together, Exact and Markham show that corporate brands can be powerful agents of social transformation. They aren’t just responding to South Africa’s GBV crisis — they are proactively shaping a safer, more compassionate future.  

By addressing both sides of the problem — prevention through education and support through empowerment – they have created a holistic, heartfelt model for change. This is not just corporate responsibility; it’s human responsibility. And it’s an open invitation to all of us — to donate, to support, to raise our voices, and to show up for survivors and boys alike.  

Whether you buy a bag, wear a T-shirt or sponsor a Power2You Pack, know this: you’re not just supporting a cause. You’re joining a movement – one that believes in justice, healing and the power of people to rewrite the future.  

By: Charlton Knight
Photography by: Supplied
Text courtesy of Club magazine