“It all started with research and chats we were having with young people about their sexual behaviour and attitudes,” says Kgauhelo Dube, Brand Manager of UndaG.
“When we asked whether, in the heated moment of passion, they would proceed to have intercourse if they didn't have a condom, the amount of affirmative responses made us aware of the scary reality and resulted in the birth of Unda G.”
The UndaG moniker refers to anything that needs to be hidden or kept secret and appeals to kids who relate to their own niche culture, anything that is not authoritative or coming from parents or society.
“Everyone’s calling for the nation to condomise but, let’s face it, not enough is being done to make it a way of life, let alone something hip that the youth will buy into voluntarily.”
“We anticipate that when the wearer is getting dressed, perhaps for a night out, it will become second nature to stock up his/her "stash pocket" with condoms,” Dube adds.
The team also wanted to keep UndaG truly South African. The prints on UndaG boxers are fresh and revolutionary. They have tapped into the pool of unique illustrators and designers in the SA underground art scene--from graffiti virtuosos to Yeoville arty-types, Kasi-style visualists to hardcore Cape Town surrealists. Each run of UndaG is a ‘limited edition’ with artists’ work licensed on the basis of number of units sold - pretty much like a record deal.
UndaG is the product of Matchboxology, a creative incubator that focuses on innovative socially responsible initiatives for its clients. While UndaG has a youth focus, there is no reason why companies cannot issue or sell them to staff as part of an HIV/AIDS Prevention Programme. The boxer / cammie range appeals to both sexes.
UndaG is fashion with a conscience and while it may have been designed for a particularly South African need, that same need seems to be arising in many nations.
For more information, visit www.unda-g.com
