Springbok-backed clothing brand makes a major acquisition

South African brothers Daneel and Stef Steinmann, who have grown Old School from a university side hustle into a major sports merchandise brand, are now expanding their licensing business.

Old School, which is now one of South Africa’s most recognisable brands, was founded by brothers Daneel and Stef Steinmann in a Stellenbosch University dorm room in 2019.

The idea came during the Rugby World Cup when they wanted vintage rugby jerseys but could not find them for sale.

They tested the concept through an Instagram giveaway, which featured a photo of a vintage jersey they found online.

The post attracted tens of thousands of comments, convincing them there was demand for the product. They began pre-selling jerseys the following week, initially without even having a website.

The business remained a side hustle while Daneel focused on his studies and career. He graduated cum laude with an accounting degree and became Africa’s youngest sommelier.

He later worked in sales at Johannesburg-based technology company VATIT. Old School’s growth accelerated in 2021 when the brothers launched their first leisurewear collection.

They soon realised they needed to work with athletes who could grow alongside the brand, rather than relying on several rugby players.

This led to a partnership with mixed-martial-arts fighter Dricus du Plessis. The decision proved pivotal when Du Plessis defeated Robert Whittaker in July 2023.

That year, Old School also hired its first full-time staff and benefited from the Springboks’ Rugby World Cup victory, helping the business grow 20-fold.

The company faced a major challenge in 2024 when the South African Rugby Union (SARU) raised intellectual property concerns just before Old School opened its first flagship store in Stellenbosch.

However, discussions ultimately led to a partnership, with Old School officially launching Springbok off-field merchandise with SA Rugby in November 2024.

The business continued expanding, doubling its revenue growth in 2024 and launching an Orlando Pirates jersey range.

It also expanded its retail footprint, opened more stores and kiosks, and developed partnerships with brands and teams across South African sport.

Today, Old School has 12 locations and works with major sports brands and teams, including the Springboks, Orlando Pirates, Kaizer Chiefs and Blue Bulls.

A new era for Old School

On 1 July 2026, Old School acquired Provantage Sport’s licensing division, with licensing veteran Alex Cotchobos joining the business.

Old School explained that this acquisition is the next step in its growth strategy, which it has been building for some time.

As the business has developed its relationships with rights holders globally, licensing has become an increasingly important part of how Old School supports those partnerships.

The move follows Old School’s growth in the licensing space and a discussion with Provantage management about the most appropriate future home for Cotchobos and the Provantage licensing team’s expertise.

The acquisition is part of Provantage’s strategic decision to sharpen its focus on its core growth areas, creating the right conditions for the licensing business to continue growing under Old School.

Cotchobos has more than 35 years of experience in the licensing industry and is widely respected for his understanding of the rights-holder landscape, brand building, and commercial licensing opportunities.

He will be joined by Natalie Hiddes, who has worked alongside him for over 30 years and who is also widely respected in the industry.

Old School CEO Daneel Steinmann explained that Old School has always believed in surrounding itself with the best people.

“Alex’s experience in the licensing industry is extensive, and there are very few people who understand this landscape better,” he said.

“As we grow our relationships with rights holders, we recognise how important it is to service these partners across different areas of the business, with licensing playing a key role in that offering.”

Provantage CEO Jacques Du Preez added that Alex and Natalie have built one of the strongest reputations in the local licensing industry, and Provantage has played a key role in that.

“As we continue to sharpen our focus on sport and entertainment sponsorship, we wanted to find the right home for them to keep building that legacy. Old School is that home.”

Cotchobos explained that he looks forward to working with Old School at an important stage of its growth, especially since the business has already shown increased involvement in the licensing world.

“I believe there is an enormous opportunity to build something meaningful together, for the benefit of Old School and the rights holders it represents.”

The acquisition forms part of Old School’s broader strategy to become an industry-leading partner for rights holders and brands.

The business is specifically focused on creating premium products and experiences that connect fans to the teams they love.