How Esjay Began: Thick Fabric, No Experience, and a Lot of Support
In 2015, Esjay was born — not out of a business plan or fashion background, but out of a very simple need: I wanted running clothes that actually worked for my body and my lifestyle.
I had just finished my honours degree in graphic design at Stellenbosch University. I had no experience in fashion. No training in clothing production. No idea what I was really doing.
I just went with what I wanted:
Thicker fabric.
Leggings that didn’t ride up when you ran.
Styles that felt flattering.
And prices that felt fair.
Looking back now, I cringe a little at some of the things I did simply because I didn’t know better. But you have to start somewhere. And that messy beginning taught me more than any course ever could.
What made it all possible was the people around me. My family and friends backed me long before there was anything polished to back. They wore the early designs, gave feedback, encouraged me, and trusted me while I learned on the job.
This photo was taken back in those early days — one of my best friends wearing an original Esjay piece. No fancy shoot. No campaign. Just real life, real movement, and real belief.
Esjay didn’t start as a brand.
It started as a problem to solve.
And a lot of heart.
And somehow, that was enough to get it going.
The week's longest threads keep circling the same problem: campaigns deliver a few orders daily but resist scaling through duplication or budget increases. Contributors share a month of testing around toggling older campaigns, Eastern European COD challenges, and reviving a nearly year-old post. B2B lead form questions about inquiry timing, monthly quotas and pixel data also come up repeatedly. The Veryfb discussion collects these threads in one place.
What a genuine and inspiring story behind Esjay, you can really feel the heart in it. Starting out with thick fabric and no experience is not easy, but the support clearly made a big difference. It reminds me how small businesses also grow through opportunities like tenders in South Africa when given a fair chance. The journey shows resilience, community spirit, and a strong belief in building something meaningful from the ground up.