A youngster from Langa, who has launched a new fashion title, says they want to take the local industry to another level.Misunderstood is the name of the brand and competition is the name of the game, he says.Founder Xolani Nojekwa,22, is adamant that one day his label will crush all the others to be top of the range.Nojekwa, a third year marketing student at Damelin College in Mowbray, started the label in 2016.He said the course has opened his eyes to the endless possibilities of starting one’s own business label.“I’ve always wanted to start a business, but I did not know how to go about it. The course helped me to think of the business idea. I then approached a friend to sell the idea to, but she did not understand my vision. That is how I came up with the name of the company. We as people are misunderstood by other people in so many ways. Misunderstood inspires people to be different and to develop a sense of pride,” Nojekwa said.His collection includes caps, summer clothing, T- shirts, hoodies and other clothing.He launched the label at the Guga S’thebe Cultural Centre in December 2016.“That event went very well. It also gave an opportunity to local artists to do live performances and poetry. My dream is to grow the business. I want to see musicians wearing my label on their music videos. The feedback is positive, my customers love the brand. I am now financially independent since I started the label,” he added.His label is projected at the youth. Masande Dlanga, 22, who assists Nojekwa, was also full of praises for the project.“It reminds everyone that they are misunderstood because they are being judged. We want the world to have understanding of the real life of people living in the townships. It is a good label,” Dlanga said. Contact Nojekwa on Facebook: Misunderstood clothing, twitter:@misunderstood_twir.