[1] In 2012, he legalises his business by creating his own company: Hendrik Vermeulen Couture Pty Ltd in the city of Cape Town, South Africa.

The company opens its first flagship boutique[2] across the famous Heritage Square in the City Centre of Cape Town the following year in 2013.

The following year, Hendrik became the first South African designer to receive a second invitation and to showcase a second time at Mozambique Fashion Week during their 2014 edition in Maputo.

[10] The presentation thrilled the audience with a South African Inspired Collection called "Nkosi Sikelel' iAfrica" (God Bless Africa).

This inspiration led to the creation of the "Reflections of Subterranean Luxury" collection, putting his newly acquired skills to the test.

This gave the prêt-à-porter label Simply Vermeulen, the opportunity to explore the field of Prêt-à-Couture, in a collection entitled "Smoke and Mirrors".

The Couture house added a new element to its already wide spectrum of techniques, by working with African antelope leather from ethical source.

It was showcased at the historic and iconic Vanderbilt Hall, at New York Central Station under the umbrella of FTL Moda and in partnership with the Christopher & Dana Reeve Foundation as well as Global Disability Inclusion.

As a leader in his field, Hendrik Vermeulen is often invited as guest speaker during fashion presentations or during special events such as the Africa Luxury & Wealth Summit.

Joh enjoyed writing music from a young age and frequently recorded his compositions on his small handheld cassette player.

(JohUrban.com) Joh Urban first published song called "Ndingamanzi" ('I Am Water' in Xhosa) is a collaboration with South African artists Zolani Mahola and Bianca LeGrange.