'Modern Day Pantsula' Reimagines and Redefines Modern Taxi Owners



Modern Day Pantsula is a creative collective from Soweto comprising of influential content creators united by their love for the Pantsula subculture, this photo series was shot by Cape Town based Dan Carter in Modern Day Pantsula's native Soweto. As a collective, Modern Day Pantsula are involved in fashion entrepreneurship, content development, lifestyle curation, music production, TV production and they host a social market called 'On-Aux' which allows young entrepreneurs an opportunity to engage in commerce and young creatives an opportunity to create and showcase their work.  





This photo series is an ode to the South African taxi industry. Soweto being one of South Africa’s biggest townships relies on the taxi industry to transport over a million of its residents to work and school daily. 


The South African taxi industry employs more than 600 000 people and transports 15 million commuters per day (according to Business Tech). Shot on a bright Saturday afternoon in the bustling streets of Diepkloof’s Bara Taxi Rank. A hub of economic activity and a melting pot of ideas, skills, cultures, backgrounds and ambitions. Chris Hani Baragwanath Hospital is the largest in Africa and the third largest in the world.





Dan Carter’s visual prowess and exceptional use of the sun’s natural lighting delivers a stunning re-imagination of South African taxi owners. Widely misunderstood as rude and unhygienic, the good work of taxi owners and drivers has often been overlooked. 




We took it upon ourselves as Modern Day Pantsula to re-define & reimagine the gentlemen of the taxi industry while educating people and highlighting their importance in the public transportation system and its contribution to the economy at large.


Credits

Photography: Dan Carter

Written by: Gift Makhubu

Art direction: Modern Day Pantsula

Styling: Modern Day Pantsula