JOACHIM is a contemporary luxury fashion brand founded in Lesotho in 2018 by Katiso Joachim Tsoho. The brand was built around one clear purpose: to take the visual language of Basotho culture and carry it forward through modern clothing with a strong, recognisable identity.

The work draws from Litema, the Thebe shield, the Mokorotlo, Mohobelo, Basotho blankets and other elements of Basotho life and history. These references are not used as decoration. They shape the brand's patterns, knit structures, silhouettes, colour, graphics and detailing across knitwear, tailoring, outerwear and accessories.

JOACHIM is rooted in Lesotho, but it is designed to stand anywhere in the world. The brand's approach is direct: protect the identity, improve the craft and keep moving the product forward. Every collection is expected to feel unmistakably JOACHIM without becoming trapped by tradition.

Since 2018, JOACHIM has grown from an independent label into one of Lesotho's most visible fashion brands, with retail presence in Maseru, major collaborations, international showcases and growing recognition beyond its home market. In 2025, JOACHIM was named Lesotho's Most Admired Apparel Brand and was also recognised as the Most Admired African Brand Contributing to a Better Africa - Lesotho.

At its core, JOACHIM is about identity, permanence and progression: Basotho culture expressed through contemporary design and built for the world.