In this milestone episode of the Mashstartup Podcast, we sit down with Lethabo Mpho Mokoena, the founder of Walk Fresh, to reflect on 10 years of building a brand that started in Daveyton and now powers over 200 sneaker laundries across South Africa.

This isn’t just a business story — it’s a story of longevity, purpose, and building for impact in a world obsessed with quick wins.

From Local Roots to National Reach

Walk Fresh began as a solution to a real problem — dirty sneakers and limited access to trusted care in townships. But what Lethabo built is much bigger than clean kicks. Over the past decade, Walk Fresh has grown into a nationally recognized brand, launched its own professional-grade sneaker cleaning shampoo, and created economic opportunities in and beyond its home community.

In a business landscape where many startups burn out within a few years, Walk Fresh stands as proof that it’s possible to build something that lasts — with the right mix of vision, values, and execution.

Inside the Episode: What We Unpack

This episode explores the key lessons and pivotal decisions that helped Walk Fresh go from idea to institution:

  • Starting from Daveyton with a clear purpose and community-first mindset

  • Scaling without selling out — how to grow a brand while staying rooted

  • Culture as strategy — using township insights and local pride as a business advantage

  • Building products that meet both functional and cultural needs

  • Creating jobs and opportunity in overlooked places

  • Thinking long-term in a fast-paced, trend-driven market

Lethabo’s story is raw, honest, and deeply practical — a rare look into what sustained entrepreneurship actually looks like when you’re building from the ground up.

Why This Episode Matters

Walk Fresh isn’t just a brand — it’s a symbol of what township innovation can be. Lethabo’s journey reminds us that real entrepreneurship isn’t about hype or quick exits — it’s about staying the course, building for the people around you, and creating something that stands the test of time.

If you’re building anything with purpose — especially in South Africa or similar environments — this conversation is essential listening.