Markham has launched its latest What About the Boys (WATB) collection, continuing a four-year partnership focused on addressing gender-based violence (GBV) through education, mentorship and conversations with young South Africans.
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The new collection connects retail with social impact, with every purchase contributing directly to the programme.
Markham will donate R50 from every WATB T-shirt sold and R100 from every hoodie sold, helping fund educational initiatives, mentorship and facilitated conversations in schools and communities.
The initiative forms part of Markham's broader approach to purpose-led retail, where products provide customers with an opportunity to support a social cause through their everyday purchases.
Fashion supporting education and mentorship
Since its inception, What About the Boys has focused on addressing the underlying attitudes and behaviours that can contribute to GBV by engaging young people early.
Over the past three years, the programme has reached more than 60,000 boys across 180 schools in all nine provinces, supported by more than 400 mentors and 35 strategic partners.
Programme evaluations have reported a 67% reduction in bullying, alongside positive changes in attitudes associated with violence.
Markham has supported the programme's national rollout through initiatives including school-based educational screenings, facilitated discussions, mentorship sessions, learner resources and community outreach.
These engagements provide young people with opportunities to explore issues such as identity, emotional wellbeing, healthy relationships, respect, positive masculinity and personal accountability.
“At Markham, we believe that what we stand for is just as important as what we sell,” says Akhona Booi, senior marketing manager for Markham.
“Our partnership with What About the Boys is not a once-off campaign. It is a long-term commitment to helping shape the next generation of men and creating spaces where young people feel heard, supported and empowered to make positive choices.”
Turning purchases into participation
The 2026 Markham x What About the Boys collection comprises two T-shirts and one hoodie.
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The direct donation attached to each item creates a straightforward link between consumer spending and programme funding. Customers purchasing the collection effectively contribute towards keeping educational and mentorship interventions running across South Africa.
For retailers, such initiatives also demonstrate how purpose can be incorporated into the product proposition rather than treated solely as a separate corporate social investment activity.
In this case, the WATB merchandise becomes a vehicle for awareness while generating financial support for the programme.
“Every item purchased helps sustain a programme that works directly with young people to challenge harmful attitudes before they become entrenched,” says Booi.
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Expanding the conversation
This year's initiative also coincides with the introduction of What About the Boys 2, which broadens the programme's focus to include girls.
The expansion reflects the view that preventing GBV requires engagement across genders, with the programme seeking to build greater empathy, accountability, mutual respect and healthier social norms among young people.
Bringing boys and girls into the conversation is intended to strengthen understanding of relationships and behaviour while encouraging young people to participate actively in creating safer communities.
“For Markham, making your mark is about more than individual success,” adds Booi. “It is also about recognising the impact we have on the people and communities around us.”
The latest collection therefore gives Markham customers a way to connect fashion consumption with a longer-term social purpose, while supporting a programme focused on changing attitudes before harmful behaviours become entrenched.
The Markham x What About the Boys collection is available at selected Markham stores nationwide and online through Bash.com.
