Three entrepreneurs from Cape Town have taken a crack at the US market with their clothing line, Deep Settle Movement. From caps and T-shirts to hoodies, this brand is all about street culture. And the designs are increasingly becoming must-have items for young people's wardrobes.

From Gugulethu to New York, this is a fashion brand that epitomises South Africa's edgy street culture. Founded by three young entrepreneurs, Deep Settle Movement started out as a students' dream to design a clothing label. It's become a lucrative international venture, which is resonating with young people around the world.

"The brand is all about the township, urban lifestyle. It's about the language, the lifestyle that's in the township. Tsotsitaal is one of the main keys of the brand. One of the designs, which says Gugz, is the Tsotsitaal we use for Gugulethu," said Chris Mayiji, branding manager of Deep Settle Movement.

As all the products are designed and manufactured in Cape Town, the founders believe the label's success will encourage disenfranchised township youth. They're also hoping to provide international buyers with insight into young South Africans.

"Each and every tag on our labels, we have a breakdown of design behind whatever garment that's been made. So the story behind the brand is what's making it interesting. Cause when someone is either from New York, up in Africa, in Europe, they want to know what does this thing mean," said Asanda Qumelwana, creative director of Deep Settle Movement.

With its online presence, the label has made inroads in the United States market. And is proof that brands with a unique identity -- and story -- have universal appeal.

"We recently shipped $50 000 worth of stock. The reason is we got quite big demand from that side. People feel more comfortable about the brand because the brand has rich history," said Fezile Retyu, finance manager of Deep Settle Movement.

Deep Settle Movements' success overseas has been seen as a beacon of hope for many aspiring entrepreneurs here, where opportunities are far and few between, but success stories seem to be on the increase.