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Local clothing brand causes a stir with raunchy ad on social media

Boerboel Wear, a proudly South African camo and outdoor clothing brand, recently caused a stir on social media when they posted a somewhat raunchy advertisement promoting their new denim Kalahari shirt.

Local clothing brand causes a stir with raunchy ad on social media

Boerboel Wear, a proudly South African camo and outdoor clothing brand, recently caused a stir on social media when they posted a somewhat raunchy advertisement promoting their new denim Kalahari shirt.

 

‘BRINGING THE NATION TOGETHER’

The advertisement, posted on 20 November 2020, clocked in over 9 000 comments and over 4 000 shares on Facebook. Of course, South Africans love the advertisement, with people saying:

“This is what will bring all South Africans together, well done!”

A woman from KwaZulu-Natal jokingly said that she is willing to learn Afrikaans to get the attention of the male model in the photo:

“Ek is baie lief vir jou [I love you]…am willing to learn this language for you we Africans coffee tastes better with milk”.

“I don’t know what any of this means but I am very interested,” said another.

Others started to quote the Afrikaans part of the South African National Anthem:

 

“Ek kaan nie vrostaan afrikaans nie maar Oor onse wege geberstes van die kraanse answoord gee [sic].”

Other said that they need to see the apparel from the front to make an informed decision:

“Can I see the garment from the front to make my decision on whether to purchase. It’s important.”

Some were waiting to see if their better halves commented on the photo:

“I’m just waiting for my girlfriend’s comment. So far I don’t see it here. That means I’m safe.”

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NAME THIS RAP GROUP

In 2019, a picture of three men wearing Boerboel Wear’s Kalahari khaki range was posted on Twitter by comedian Donovan Goliath, with a caption asking people to “Name this rap group”.

Social media users went on to play on Afrikaans words or names invoked by the short-shorts and two-tone shirts. One user named the group “Trappe van vergelyking” (degrees of comparison) – using a common part of Afrikaans school curriculum to refer to the difference in the physical sizes of the three models. This led to another user suggesting, “Boer, boere[r], boerste” (boer, more boer, most boer).

It wasn’t long after when the three ‘models’ in the ad started their very own band called ‘JAN JAN JAN’. Made up of KleinJan, FrisJan en Langjan, the trio released their debut single Wys Jou Vleis. The single is the group’s tongue-in-cheek debut single which, naturally, is laced with a very traditional Boere music undertone. The single is fun and proves that you don’t need to take yourself too seriously to make music for people to sokkie to.

Erene Roux The South African

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