HOUSE OF PIOUS

HOUSE OF PIOUS

A for human beings

HOUSE OF PIOUS (styled in all caps) is a multidisciplinary creative house headquartered in Cape Town, South Africa. It specialises in product design, entertainment and experiences that reflect the South African consciousness.

HOUSE OF PIOUS


HOUSE OF PIOUS: Great Aunt
FoundedCape Town, South Africa,
2021; 4 years ago
Company TypePrivate
IndustryProduct Design
Radio
Events
Headquarters33° 57′ 26.33″ S, 18° 24′ 11.19″ E
Religious AffiliationAll

HOUSE OF PIOUS (styled in all caps) is a multidisciplinary creative house headquartered in Cape Town, South Africa. It specialises in product design, entertainment and experiences that reflect the South African consciousness.

About

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Translation: HOUSE OF PIOUS is a physical language. It is . It is Dadaism. It is the anonymity of a familiar face. It cannot be felt through a screen. You have to be there. It can be at times terrifyingly too South African. But one thing is for sure, how you react to it, says a lot about you.

We believe in elevating design to a spiritual experience. Our mission is to create objects and experiences that evoke a sense of transcendence and reverence. We are inspired by the idea of living a PIOUS life and seek to imbue each piece and experience with the essence of this ethos. Where paradox meets piety, we aim to deconstruct the sacred.

We are dedicated to crafting objects that foster a deep connection with the user, encouraging reflection and mindfulness in the modern world.

Archive

South African T-shirt 2025

"God will smite this world with the hands of a child" is the best way of capturing the duality of this project. There's a historical richness to the references that is contrasted by some of the playful details of the piece - a reminder that "every angel is terrifying". It's a tough blow delivered by soft hands.

Thando Phenyane

T-shirt close-up of front view

This artwork, inspired by HOUSE OF PIOUS, explores the dual realities South Africans face. It depicts a Black elderly man sitting on a "Whites Only" bench, symbolizing a reclamation of spaces once defined by exclusion.

The suitcase and crumpled paper beneath him represent the weight of the past—the struggles, pain, and resilience carried through generations. His fragmented face reflects a complex identity shaped by both hardship and perseverance.

This piece invites viewers to reflect on South Africa's history and the ongoing journey toward healing and equality.

Ziyaad Samsodien

T-shirt front view

Shop

PIOUS Golfer. iPhone. Michka.
PIOUS Golfer. iPhone. Zano.

Price: R1200 including delivery

Second Life

Never have I held a lover as firmly as I hold this phone. Creating worlds out of people I have never met. This phone is a cigarette, ashing images into my retinas. A beauty so vile it might as well be a disgusting spiritual experience. A while ago I became obsessed with the idea of how you can do almost everything on your phone. Everything below is the result of social media, the kindness of a few friends and ex-strangers. I did not interact with a single participant in person during the formation and execution of this entire project. We were all out yonder.

PIOUS Golfer. iPhone. Michka.
PIOUS Golfer. iPhone. Michka.

PIOUS Golfer. iPhone. Michka.

Lady PIOUS

LADY PIOUS: We fell out about three years ago and stopped speaking for a while. I carried some dishonest anger with me, pretending to hold a grudge over a half forgotten disagreement. The truth is I always felt this immense shame around her because I could feel her genuinely looking at me, really taking the time to see who was actually there. Seeing the potential in me. It felt like I had broken an unspoken promise. It took me a while to realise this but I think I plastered her image everywhere, clubs, clothes, shops, laptops, traffic robots, because I figured if there was no escape I would eventually have to confront the person she saw in me, the one who could meet her in the eyes. The PIOUS one. We have started speaking again and I am sitting across from her as I write this. I think it might have worked.

The Weeknd
EARTHEATER INTERVIEW:

Whenever I think of digital angels, is the first person who comes to mind. "I feel a high tide in my eyes" whenever I have to put my phone away and go to sleep. I don't want to leave this digital heaven.

ALBUMS: Research has revealed something extraordinary. When these albums are played on repeat and paired with a powerful regimen of intense spiritual exercise, minimal sleep, and exactly five cups of black coffee a day, no sugar, you may unlock levels of inner piety previously thought impossible. Results may vary. Side effects include enlightenment, ascension, and dramatic mood improvement. Try this at your own risk. We, the believers, are standing by. Good luck, and we'll see you on the other side.

Album Aphex
Album 2
Album 3
Album 4
Album Endless
Album 6
Album 7
Album 8
Album 9

Aphex Twin - Selected Ambient Works 85-92 / DORIS - Ultimate Love Songs Collection / MfanaTouchLine - Ntjaka / Cruel Santino - Subaru Boys: FINAL HEAVEN / Frank Ocean - Endless / FKA Twigs - EUSEXUA / Solange - When I Get Home / 454 - CASTS OF A DREAMER / Kanye West - Yeezus

TOUCHING GRASS WITH ANATOLE MUSTER AND CAROL KHAAS:

The last time I walked barefoot on grass was probably three weeks ago, during my Swiss civil service… -

The beginning of September. I always make sure to get outside as soon as the weather's right. I was in Joburg... -

Flower 1
Flower 2
PIOUS Golfer. iPhone. Zano.
PIOUS Golfer. iPhone. Zano.

PIOUS Golfer. iPhone. Zano.

HORSES INTERVIEW:

I spent the winter spiraling down an incredible rabbit hole. I'm not sure what I was searching for but I found myself comforted by the Youtube channel. There was something sincere about how the author covered the human condition. Maybe there's a truth that can only be discovered at a distance, behind a screen. I mean, even the sun would burn you with a half-told truth about its light if you got too close. Maybe there's something to that.

At the early stages of this project I reached out to and asked him a few questions about photography. One of the questions being "Do you believe the camera can truly capture the essence of the human spirit, or do you think its very presence creates an obstacle to genuine connection?" His answer went on to shape the entire direction of this project. He said a lot, but the essence of what I took from our interview was this: "The vast amount you decide to leave out is where, in many ways, I feel the truth is lost."

PIOUS Golfer. iPhone. Michka.

PIOUS Golfer. iPhone. Michka.

Thus my search for photographic truth began. I thought about what Kent Andreasen said about cameras and truth, and considered how police body cams often reveal more truth than any other type of camera. Then I thought about the variety of cameras that shape my Instagram feed, which soon grew into an obsession with the invasive relationship we have with cellphone cameras and the impact of the smartphone on society. I thought about how Steve Jobs gave us all the equipment we needed to document our lives, and how Duchamp showed us how sublime the mundane could be.

I realised I didn't need to stage a shoot. I could let the models be themselves. They could function like Virgil's idea of the readymade. Armed with this knowledge, I reached out to , sent her a , and asked her to take photos exactly as she ordinarily would. No further instructions. That would be the shoot.

KING SHABAZZ, THANDO PHENYANE AND TNXBK ON HOW TO FIND YOUR CREATIVE IDENTITY:

My artistic journey has been quite an interesting one. I've always seen myself as a creative person, but... -

I think it's been a lot of figuring out; It's taken immense discipline to commit to a presiding idea and constantly plug into it... -

There's no recipe, you have to just live, laugh, love, hurt, grow, fail and start again... -

Nokia 3310 Advertisement

SNAKE GAME: Remember Snake? The mobile game synonymous with the Nokia 3310. You control a snake on a grid, collecting orbs that give you points and make the snake grow. Some versions made you avoid the walls, others didn't, but the real challenge was always the same: staying clear of your own body as it stretched longer and longer. I remember one time my aunt left me alone at the house with her phone to keep me busy, and I just kept playing. Losing. Restarting. Getting better. Eventually, the game revealed a quiet lesson I still carry with me: everything is going to be okay as long as there's room to grow.

PIOUS Golfer. iPhone. Zano.

PIOUS Golfer. iPhone. Zano.

ROSIER INTERVIEW:

I remember walking home drunk one evening, listening to 's song 'Feelings' on repeat and feeling a lifetime's worth of existential dread compressed into one short walk. For some reason I kept thinking, "It's God vs the internet right now." I didn't know what it meant then, and I still don't. But I feel it deeply.

When the images came back, I realised I still wasn't satisfied. So I reached out to , hoping to learn something. During our conversation, something he said stayed with me: "I want to create work that doesn't just tell a story, but feels like one. like something you remember in your body before your mind catches up." That made me pause and reflect on what I was really trying to capture and what might have been missing. It made me think about the difference between objective and subjective truth. Whose truth was I chasing? Technically, there was nothing wrong with the images. They showed Michka as she truly is. But I realised I wasn't looking for her as she is. I was looking for the version of her I see online, the idea rather than the person. So I shifted my focus from pursuing objective truth to exploring subjective truth.

The Dance by Gene Lesouw

The Dance. Gouache and Watercolour on Paper. .

I was scouring the internet, as one does, when I came across a post written by on his website. Part of it read: "I think the internet's gotten to be such a weird place. Social media has to be the most anti-social place at times." I reflected on these words as I resonated with the sentiment. My experience of social media has truly been an awe inspiring one. On one hand it has exposed me to a humanity so inhuman that forgiveness itself ought to be ashamed of us. There is a soft landing aggression to the relentless amount of selfies, adverts and emojis one comes across on a daily basis. It is from the base of my soul that I feel we were not meant to be this beautiful, this polished, this together. But on the other hand I believe it is our birthright to melt into an all too visible obscurity. Not only do I want to see more, I want to be consumed into a representation of an ignored reality. I want love reduced to a collaboration post, friendships reduced to likes and comments, names to usernames, full fledged human beings to PIOUS angels in this digital oasis. I knew then that to capture the essence of the human spirit as it appears on the internet, I had to abandon the pursuit of truth altogether. I needed to create it instead.

Ocean
Samsamdamn
KOLROY STUDIO INTERVIEW:

I often drift through 's Instagram, caught in daydreams of adventures I've never lived. Their feed holds the ethereal spirit I'm always reaching for, a distant nature. I'm so far away, sometimes I think that even if I had the Midas touch, nothing would turn to gold.

Traces. iPhone X. Nina Turok Shapiro.

Traces. iPhone X. .

iPhone 3GS Wallpaper. 2009. Lead Designer Jony Ive.

iPhone 3GS Wallpaper. 2009. Lead Designer Jony Ive.

PIOUS Golfer. iPhone. Michka.

PIOUS Golfer. iPhone. Michka.

SOUTH AFRICAN CULTURE WITH GREER VALLEY AND ZANO:

I think they will remember a time of contradiction: grief and possibility together. A period when communities faced deep inequality, environmental crisis, and ongoing histories of violence, yet continued to make new forms of care, solidarity, and art.… -

I think we are at the birth of something really powerful and beautiful. The old guard is being replaced with something that has so much more agency and is grounded in sharing and breaking the 4th wall which is really important in ushering in a new consciousness… -

VIDEO AGE INTERVIEW:

I remember being on shrooms with this girl i liked. We were listening to 's Pleasure Line album. It was a beautiful day and she started dancing and rolling around on the grass. Sadly i'd never seen her that happy.

QUEEN LOHAANDA AND CANDICE ERASMUS ON NEVER GIVING UP:

Something shifted on the 1st of January 2020 (derogatory). Covid was the worst time of my life mentally, emotionally and creatively. A year into it I moved to Joburg because… -

It hasn't been one moment, difficulty presents itself often and is a guaranteed constant, I believe. When there have been times that I've considered giving up, I try to think logically about what else I would do that would feel as purposeful and would ignite this much spark in my belly… -

Mark Zuckerberg Facebook promotional graphic
SMILE, YOU'RE ON MY PHONE:

Distance is an evil so great that even the Gods have succumbed to it. And yet we overcome it without so much as a word. We're always together. I'm exactly where you want me to be, always peering in. Liking and sharing. You will never be alone again.

carolina_pizzutilo / ouhohrobyn / nandi.dlepu / wet_succulant / __ethan.jacobs__ / tegangibaud / vahiddavids / jo.yeoh / abeckmartins / nzuzohood / _denniscollins_ / salmavallee / ktw3.14 / benralphjohnson / claudsdasilva.jpeg / gia_brown_ / lucskywlkr / chen.inh10 / ketiakoala / matthichens / gabriellacarter_

SECOND LIFE:

FILMS/SERIES: Research has proven that watching these titles on repeat in an MKUltra style marathon can reshape cognitive pathways, ignite pineal gland activity, and usher viewers into entirely new states of consciousness. Side effects may include sudden enlightenment, prophetic visions, and an uncontrollable desire to proselytize. Try this at your own risk. As always, we, the believers, are standing by. Good luck, and we'll see you on the other side.

Film poster 1Film poster 2Film poster 3Film poster 4Film poster 5Film poster 6Film poster 11Film poster 8Film poster 10

Under The Skin (2013) / Maniac (2018) / Eureka Seven (2005 - 2006) / Perfect Blue (1997) / Eternal Sunshine of the Spotless Mind (2004) / The Substance (2024) / Dogtooth (2009) / Longlegs (2024) / Melancholia (2011)

Zano
Zano

PIOUS Golfer. iPhone. Zano.

M. T. HADLEY INTERVIEW:

Sometimes after I finish listening to an album I block my ears and yell out your name repeatedly until someone stops me.

Metame

RUBY BAILEY PRESENTS:

KAWAII CRYPTO PRINCESS ETHEREAL DREAM RAVE MIX TO STUDY/RELAX TO

PIOUS Golfer. iPhone. Michka.
PIOUS Golfer. iPhone. Michka.

PIOUS Golfer. iPhone. Michka.

YOU'VE FORGOTTEN TO REMEMBER BUT YOU PROMISED YOU'D PROMISE: My TV is lonely because I'm on Bumble right now, desperately trying to match with myself. I know it sounds unbelievable, but with each swipe, each passing face is slowly starting to resemble my own. This is everything. This is the singularity. https://www.youtube.com/watch?v=5XfCVk2gZCY

Now It's two in the morning and I'm staring at your profile again. You've become so burnt into my eyes that I can still see you when I close them. I built this whole world around you, and in here, we're never apart. Sometimes I linger online waiting for you to post. I like to catch your instagram stories early, "posted 33 seconds ago." "Good, still warm," I think to myself, as I take a suspiciously slow bite of my banana. I know I sound crazy, like a man with mould on his soul. I'm slowly thrusting my pelvis right now, listening to Phil Collins. "I can feel coming in the air tonight." I'm relentless. I'm scrolling. I'm screenshotting. My phone is so close to my eyes that my glasses are fogging up. There goes my pelvis again, voracious. I can't look up from this screen, because the only place I've ever truly felt at home at is on your profile.

Radio

Events

Summer '24/'25

Past

  • OnePark: 30 Nov 2024
  • Babbi: 20 Feb 2025
  • Colorbox Studios (Paarden Eiland): 8 Mar 2025
  • Mamakashaka (Braamfontein, Johannesburg): 18 Apr 2025