The reality in SA, especially in townships is that poverty is one of the main concerns which prohibit the development of the country in its entirety. Not everybody eats three-meals a day. And it’s fascinating just how other people like the socialite Khanyi Mbau can blatantly say: “I’m not going to feel sorry for someone not having bread, if they can’t put bread on their table, too bad. I’m going to have my croissant with my blue cheese.” on national TV, while she was featured on 3rd Degree.
So somehow, despite the fact that; daily there may be hundreds of people that go to bed on an empty and growling stomach, it is that type of mentality that I would think further propagates the ill-mannered youth culture of Izikhothane from manifesting itself as a fad, trend or whatever it may be. This of course being my opinion. To each her own.
Izikhothane, a Zulu word which in direct translation means “those who lick”, have gained a pretty notorious reputation for their spendthrift acts- they buy and wear pricey labels or rather flamboyant designer clothes and shoes which costs thousands of rands- such as your DMD, Rossi Moda’s designer Porsche shoes, Nike, Carvela, Guess and Adidas-only to tear, rag them apart ,then burn them. *SMH*. As part of their culture, some of them even boast blingy and flashy Krugerrand earrings and gold teeth(s), claiming it’s a way of showing “uhleka ngemalini” (how much are you smiling with) as Lebo Motshegoa, director of Foshizi, a company that specialises in market research into the black consumer market puts it. To them, whom without the gold teeth, is cheap! Even better, this track here should reveal what S’khothanism is all about, take a moment and listen to it.
And…what do you think? LMAO…enough said right?
Whilst these youngsters remain unapologetic for their lifestyle and their love of expensive brands- costly accessories, designer clothes and expensive alcohol, it is also not just the consumption of these costly items that earns the popularity or prestige. There is more of where this comes from. Being a S’khothane is all about going to the park and dressing up in oh-so-colourful yet expensive clothes to put up a show before an excited and expected crowd, recklessly sloshing expensive booze or the likes of Cognac onto the ground, as well as (and this saddens my heart but strangely open up my healthy appetite) pouring, spatting and spilling abundant amounts of Ultra Mel custard across the township streets of Soweto all around instead of “licking” it.
To some extremes, a S’khothane will S’khoth’ (lick) so hard by burning wads of cash and wares, then trample over them. And oh, of course…this life it’s also about owning various multiple brands- even having the same type of shirt or shoe, although in different colours. One of the ways of “showing off”, as we would put it in Kasi.
Which in truth it is a way of bragging and boasting, I mean as part of their culture they even created this prayer:
Our Guess who art in Spitz,
Hallow be thy Carvela,
Thy Gucci came,
Thy will be worn eKasi as it is in Sandton,
Give us Arbiter, our daily wear and forgive us for buying Dickies
As we forgive those who buy fong kongs (obviously being fakes)…(and it goes on)
Which undoubtedly shows that we live in a world bombarded by brands. But, Clinical psychologist Simphiwe Sinkoyi maintains that this culture “really it comes off as an over exaggerated homage to consumerism – the desperate quest for individualism that ties its success to brand names and price tags.” For those S’khothanes, this implies a game theory in which they compete with their rival groups as to prove who can afford the most expensive apparel, and afterward when the affronting battle is over, they perform a “gloating dance”.
They either do it this way or the other one
The day is still young…
Just a year ago, the fast-food franchise-Nando’s- even capitalised on the S’khothane spectacle in one of their latest adverts, which then went viral within hours.
It was not hard for me to believe what was going on in that ad, because I’ve had first-hand experiences of such scenes.
Which deep down still makes me wonder and ponder about this fad and a just explanation as to why Izikhothane are doing what they are doing, are relatively the same as Sinkoyi’s who said: “It is a search for self-value, and not notoriety. When all the romanticism has been sucked out of the ghetto, when history’s lessons have stripped you of what should be inherent self-respect, dignity is inferred”. If you always had nothing in your life, the minute you have something what do you do? Aren’t you just quick to show it? The same reasoning can be attributed to this sub-culture, even though many of these kids’ parents aren’t working high-class jobs, the least they are workers at supermarkets or factories. And yet their kids pressurise them into main ting their lavish lifestyle.
To date, however…as Kasi Nativist see the world, she can boldly say the tag of being a S’khothane is no longer a sensation only found in the townships, but probably within each and every one of us. Oh yes! I’m sure you asking how? Well, today after reading this post, you may be shocked about Izikhothane, but next week you will be mocking those who own Blackberry 8520 Curve or Nokia X2!Heheheh…ai, this life. At times it just really makes me wonder how many of us are Izikhothane deep down, but do it in different & more ‘sophisticated’ ways? Huh *raises eyebrow*?
That’s food for thought, look within!