The collection, debuting during Heritage Month, draws inspiration from the country’s rich cultural environment, blending different visual languages, traditions, and perspectives into a cohesive narrative.
A Celebration of Cultural Connection
Lineage is more than a product line; it represents a celebration of connection through contrast. This approach is reflected in the womenswear collection and an exclusive signature fragrance, both designed to unfold over time through carefully curated drops starting in September.
Manie Maritz, CEO of Woolworths Fashion, Beauty and Home, highlighted the significance of the partnership. “At Woolworths, we believe the most meaningful design tells a story,” he stated. Lineage marks a new chapter, expanding the scope of their creative relationship.
Expanding Creative Expression
For Thebe Magugu, the collaboration offers an opportunity to explore his creative world across fashion and fragrance. “Woolworths supported my work early in my career, so returning to the relationship in this way feels particularly meaningful,” he said. The collection balances restraint with bold expression, tradition with modernity, and structure with freedom, allowing customers to build a wardrobe and beauty collection that tells a story.
Phased Collection Rollout and Expanded Creative Collaboration
Each release allows customers to gradually build a wardrobe and beauty collection over time. The pieces reflect a shared commitment to exceptional quality and thoughtful design, merging Woolworths’ reputation for excellence with Thebe Magugu’s distinctive creative vision.
Launch and Inclusive Vision
The Lineage collection will launch from September 10, 2026, in selected Woolworths stores nationwide and online at www.woolworths.co.za. Detailed product information, pricing, and availability will be accessible from the launch date. This initiative aligns with Woolworths’ Inclusive Justice Initiative (IJI), which aims to create meaningful opportunities for local producers and enhance access across the retail value chain.
