The group says that the main aim of YOBA is to recognise the excellence, innovation and hard work of South African youth-owned brands across 16 categories.

According to the awards, the honours were revealed and celebrated under the theme 'Real Recognises Real' at The Capital: On the Park in Sandton.

More than 500 entrepreneurs, marketers, academics and celebrities gathered at the event to celebrate and support South African youth-owned brands, says the awards.

"Any nation that doesn't invest in its own youth is sabotaging its future. At Sakhumnotho Group Holdings, young people are at the heart of what we do. With a staff complement that averages the age of 34, we're the true definition of an organisation that believes in young leadership," says Mosa Ntwampe, group head of marketing and corporate communication at Sakhumnotho Group Holdings.

Ntwampe adds, "Having been the naming sponsor for the Top 16 Youth Owned Brands Awards has been a reflection of what we stand for as a world-class Pan-African investment holdings company."

Pat on Brands says that the awards were developed in partnership with Sakhumnotho Group Holdings to recognise and further empower South African brands that are owned and run by the youth between the ages of 18 to 35. It was also established to shine a spotlight on their impact and extraordinary contribution to the country's GDP.

According to the awards, the youth of 1976 was fighting a political fight and the youth of today is fighting an economic one. They are the drivers of economic growth and job creation in South Africa.

The awards say that it is for these reasons that youth empowerment and involvement are important to build a stronger economy. According to the IFC report, small businesses employ between 50% and 60% of South Africa's workforce and contribute 34% of the GPD.

Thebe Ikalafeng, founder and chairperson of Brands Africa, says, "We need to support local brands because brands build companies and companies hire people and people pay tax and tax builds a country."

The top 16 YOBA received 482 highly competitive awards nominations in 16 different categories. Each category had four nominated brands and only one brand with more votes was titled the 'top brand' in the respective categories.

"As much as we celebrate young people's brands, I would like for you to recognise the fact that young people are not sitting folding their hands; they are actually knocking on doors and creating amazing brands that help our economy grow," concludes Pat Mahlangu, founder of Pat on Brands / Lerato Agency.

A panel of judges consisting of industry award-winners, marketers, thought leaders and academics, reviewed each entry and evaluated them based on a measurable result to determine the strongest front runner of each category. The nominees were further evaluated by a leading black-owned chartered accountants firm called Khumalo & Mabuya attorneys.

TSHEPO JEANS won the Overall Top Brand category, which was sponsored by Sakhumnotho Group Holdings and the Top Apparel Brand category award.

The category winners for the inaugural Top 16 Youth-Owned Brands Awards in 2022 are as follows:
  • Overall Top Brand (sponsored by Sakhumnotho) — Tshepo Jeans
  • Top Travel & Tourism Brand — Book Ibhoni
  • Top NPOs & Charity Brands — Women Leaders South Africa
  • Top Media Brand — Podcast and Chill with MacG
  • Top Food Brand (sponsored by Nik Naks) — Solo Restaurant
  • Top Beverage Brand (sponsored by Black Crown Gin & Tonic) — Siwela Wines
  • Top Footwear Brand — Bathu
  • Top Apparel Brand — TSHEPO JEANS
  • Top Accessories Brand — Ziba Styles
  • Top Personality and Influencer — Pamela Mtanga
  • Top Homeware Brand — Maison Space
  • Top Beauty Brand — Hermosa Flor Cosmetics
  • Top Agriculture Brand — Mater Pluviam Holdings
  • Top Education Brand — Elevate Africa
  • Top Services Brand — Delivery Ka Speed, and
  • Top Technology Brand (sponsored by MTN Pulse) — Green Scooter.
The awards have congratulated all its winners for building amazing brands that build the South African economy.

The awards have also thanked its sponsors for pulling through for the youth of South Africa. The sponsors are as follows:
  • Reveel Group
  • MTN Pulse
  • Nik Naks, and
  • UJ FM
For more information, visit www.patonbrands.com. You can also visit the Top 16 Youth-Owned Brands Awards on Facebook, Twitter or on Instagram.