HOW SCOOP MAKHATHINI MADE JONATHAN D THE HOTTEST MEN'S SHOE IN SOUTH AFRICA
Scoop Makhathini is still one of the most influential figures in the culture...
MONSIEUR iNi 
From Ama Kip kip, to Boyz n Bucks and now to Jonathan D Scoop Makhathini is still one of the most influential figures in South African mainstream pop culture. He was the architect of so many movements in so many different era's and 15 years later he is still making brands pop, from the street level to the mainstream.
If you haven't heard of Jonathan D by now well you have clearly been living under a rock for the last 6 months. Jonathan D is a South African menswear clothingline that wa started in 1978 and was ''aimed to push the boundaries of sophistication and elegance for the older gentleman'' but have repositioned their brand to cater for the younger generation of men who are begining their journey to success. This is where Scoop comes into the picture, he sat down with Everything SA Music Tv and he actually broke down how he took their boat shoe silhouette and gave it a cult following. He explains that he saw the shoe on instagram and immediately knew it was dope, without even speaking to the brand he posted a picture of the shoe on his personal instagram page and that's where him and the brand began talking. He finds out that the head designer for the brand is the creative genius @deedstreak and that's where Scoop told him that he could really do alot for the brand from a marketing perspective, they sent him some shoes, he did a couple of shoots for the shoe and the rest is history. In 2 months the shoe went from the underground to one of the most popular mens shoe in the country, this is just a testament to how much Scoop understands pop culture and how to move it. Johnathan D made the right bet by trusting Scoop and we can't wait to see how this relationship blossoms.
