STYLE
THESE DAYS IT’S NOT SO MUCH ABOUT STYLE FOR STYLE’S SAKE: CONSUMERS ARE VOTING WITH THEIR PURCHASING POWER AND OPTING FOR BRANDS THAT ARE FASHION-FORWARD – AND PAY IT FORWARD, TOO!
T
here are brands that look good, and there are brands that look good and do good, paying it forward. This growing wave of local
artisanal fashion brands is cutting-edge without cutting corners, demonstrating that fashion can have a conscience. They empower people in their communities, thereby changing the lives not just of individuals, but of entire families. Giving back for these producers is their objective – and it’s not merely a tax deduction on a balance sheet. They believe in creating a future for the next generation, aiming to change the fashion industry from capitalist
These trail-blazers are finding a way
to caring. Preferring sustainable and ethical materials or donating a portion of profits to their communities, these are the brands of the future. They believe that if you can see a
product being made and know where the materials come from, you too will care more about the environment. Key drivers for these business-owners are saving the planet, cultivating an eco- conscious society, empowering people to improve their lives, developing skills, creating jobs and restoring dignity to those who have very little. They employ the previously disadvantaged, disabled and marginalised.
to make a genuine difference in the lives of thousands of South Africans, while simultaneously building a sustainable, profitable business. Be inspired by six of tomorrow’s fashion statement-makers, from creating unique and planet-friendly bags to bamboo socks that, for each pair sold, sees a child in a township wearing school socks; from natural fabrics in Plettenberg Bay to school and surf bags made from waste; from slow fashion to distinctive, bespoke pottery that graces many discerning homes. Become part of a movement that’s gathering momentum – buy it, wear it and share it.
CHIC THAT CARES
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WORDS: JENNY HANDLEY. PHOTOGRAPHER: INGRID IRSIGLER. STYLIST: KARIN ORZOL. HAIR & MAKE-UP: TAMZIN REYNOLDS. MODEL: ANITA @ BOSS MODELS
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