For years, plus-size women were expected to compromise. If they wanted fashionable clothing, they often had to settle for limited options, poor tailoring or designs that simply weren’t created with them in mind. Ouma Tema refused to accept that reality.
Fifteen years later, the founder and CEO of PlusFab, Ouma Tema has built one of South Africa’s most recognisable plus-size fashion brands, proving that inclusive fashion isn’t a trend, it’s a necessity. As the brand celebrates its 15th anniversary, PlusFab is marking the occasion with the launch of its first tailored suit collection, The Fit We Were Never Given, a powerful reminder that every woman deserves clothing that fits beautifully and makes her feel unstoppable.
For Tema, the milestone is both surreal and deeply rewarding. “To be honest, it feels like yesterday,” she tells us. “This milestone is proof that purpose can outlast obstacles. Every challenge strengthened my belief that if you stay committed to solving a real problem, people will continue to believe in your vision. Resilience isn’t about never falling; it’s about getting up every single time with even greater determination.”
That purpose was born from a gap she experienced firsthand. Long before body positivity dominated global conversations, Tema saw how fuller-figured women were overlooked by retailers, advertisers and the fashion industry at large.
“I remember how invisible we were in stores and mainstream media,” she says. “I also remember fighting to have real plus-size models in our campaigns. I realised that if I wanted to see change, I had to become part of creating it.” What kept her going during those uncertain early years wasn’t simply a business idea, it was watching customers finally experience the joy of finding clothes that truly fit. “Seeing the confidence on women’s faces became the foundation of PlusFab.”
Like many South African entrepreneurs, Tema’s journey hasn’t been without setbacks. The business started with just three employees before growing to sustain 20 jobs prior to the COVID-19 pandemic. While the pandemic forced the company to rebuild, PlusFab now employs 10 people and continues working towards creating even more opportunities.
She admits there were countless moments when giving up felt easier. “There were more days I wanted to quit than stay the course,” she says candidly. “Funding remains one of our biggest challenges, but every obstacle forced us to innovate, improve our operations and become more efficient. Instead of asking, ‘Why is this happening?’, we ask, ‘How do we grow because of it?'”
Behind every PlusFab garment is a team that Tema considers the heart of the business. She has intentionally built a workplace culture rooted in respect, accountability and continuous learning, believing every employee contributes to changing someone’s confidence through fashion. “From the cleaner to the manager, everyone matters,” she explains. “If one person isn’t there, something valuable in our process is compromised.”
While fashion trends constantly evolve, PlusFab has remained focused on one mission: creating clothing that helps fuller-figured women feel seen, stylish and confident. That commitment is at the heart of its newest collection. For Tema, The Fit We Were Never Given is more than a range of beautifully tailored suits. It’s a statement against decades of exclusion.
“Tailoring has traditionally excluded fuller-figured women,” she says. “We wanted to change that narrative. Power dressing isn’t defined by size; it’s defined by fit, craftsmanship and confidence.”
Looking ahead, Tema’s ambitions extend well beyond celebrating 15 successful years. Her vision is to transform PlusFab into Africa’s leading inclusive fashion house, proudly manufacturing in South Africa while expanding into new markets, creating more jobs and nurturing the next generation of fashion talent.
Her advice for aspiring entrepreneurs is refreshingly honest: understand the problem you’re solving, start before you feel ready, stay disciplined with your finances and remain consistent long after the excitement of launching a business has faded.
If the past decade and a half has proven anything, it’s that Ouma Tema has done far more than build a successful fashion label. She’s challenged an industry, created opportunities, restored confidence to thousands of women and reminded the fashion world that true style begins with making everyone feel like they belong.
Read More: Beyond Funding: What’s Really Limiting South Africa’s Entrepreneurs?
