A chance encounter with the head of Lisof – a fashion design school in Johannesburg – landed Dennis Chuene a bursary to study fashion. During his studies he interned at the renowned South Africa fashion label Strangelove, where he further developed his creative thinking.
In 2007 he headed up David Tlale’s menswear range Exodus; this was followed by a collaborative show with Stoned Cherrie in 2009. Other collaborations include Loxion Kulca and Palesa Mokubong of Mantsho. In 2011 he moved to Cape Town to pursue his own Vernac label.
He worked at Amazon for two years gaining valuable experience in online retail and marketing. In 2013 Chuene quit his job at Amazon to pursue Vernac fulltime. He also launched his own online store.