We Are 012 Dictionary

Every city has a language. Pretoria speaks in codes — in slang, in style, in the way we carry ourselves through the streets of Pitori. 012 Dictionary was born to translate that language into clothing.

The Meaning Behind the Name

012 is Pretoria's dialling code — a number that every Pitori local knows by heart. A Dictionary defines, preserves, and celebrates language. Together, 012 Dictionary is a living archive of Pretoria's culture: its slang, its swagger, its stories. When you wear 012, you're not just wearing a brand — you're wearing a city.

Born in Pitori, 2019

We started in 2019 with a simple belief: South African streetwear deserved its own voice. Not borrowed aesthetics from overseas, but something rooted right here — in the townships, the streets, the braais, and the block. Pretoria has always had its own energy, and we set out to bottle it.

From day one, every piece we create is a conversation starter. A nod to where we come from. A statement about who we are.

Growing the Dictionary, 2024 and Beyond

In 2024, we expanded — new collections, new chapters, new words added to the dictionary. But the mission stayed the same: create apparel that means something. Clothing that connects people to culture, to community, and to each other.

Our pieces are designed for those who move through the world with intention. For the ones who know that style is never just about what you wear — it's about what you represent.

What Makes Us Different

• Rooted in Pretoria culture — every design draws from the streets, sounds, and spirit of Pitori.
• Authentic storytelling — our apparel carries meaning, not just aesthetics.
• Built for the culture — made by South Africans, for South Africans, and anyone who respects the culture.

Join the Conversation

012 Dictionary is more than a brand — it's a movement. Follow us on Instagram, wear the culture, and add your own chapter to the story.