These days, fast fashion is a dominating trend when it comes to personal style, and global luxury labels often seem to steal the spotlight. But, a new wave of designers – including sustainable, South African fashion brands – is turning heads with collections that speak the language of quiet confidence, cultural richness and considered craftsmanship. These local fashion brands aren’t just creating beautiful garments. They’re rewriting the narrative of luxury to include sustainability, heritage and soul. If you want to layer your wardrobe with purpose and prestige, these are some of the names I’d recommend:
Me&B
Started by mom-and-daughter duo, Betina and Kelly, Me&B was born from a need for clothing that offered sizes that actually fit. “We struggled to find pieces that expressed out personalities without compromising on fit,” they say. “The market was seriously lacking when it came to size-inclusive, trend-driven fashion, so we decided to change that.” This is one of the local fashion brands that has since grown into a team of creatives who share a passion for making fashion that feels as good as it looks. In the Western Cape, you’ll find their shops at Palmyra, Claremont; The Palms, Woodstock; and on Plein Street in Stellenbosch. They’re also at 44 Stanley in Braamfontein, Johannesburg; Morningside, Sandton; and The Village in Hazelwood, Pretoria.
Kloth & Kin
With rather simplistic fashion items in their collections, Kloth & Kin’s button up dresses and beautiful skirts caught my eye from the start. There is so much one can do with these classics in your closet. Interestingly, the brand evolved from the need for key building blocks for one’s wardrobe – items that could be layered to express individualism. Inspired by Japanese styles’ volume and clean silhouettes, as well as Scandinavian styles, these wardrobe must-haves are all about comfort and self-expression.
SMUDJ
I was originally introduced to this brand through the Pretoria-based fashion store, Milk & Honey SA. I’ve since fallen madly in love with SMUDJ‘s elegant styles and fashion sense. Located in both Joburg and Cape Town, this local brand is all about “designing clothes for real women and crafting pieces that celebrate life.” They don’t just follow fleeting fashion trends. Instead, they create timeless wardrobe staples you’re sure to cherish for a long time. If you’re looking for something that will help you transition through the seasons, occasions and various times of the day – dressed up or down – you’re sure to come across ample options at SMUDJ.
Sitting Pretty
Particular about sourcing natural fibres and committed to not using any polyester, Sitting Pretty believes that the future of fashion is one where synthetic fabrics are a thing of the past, fair wages are a norm and fashion pollution is a “stain on the last few decades.” Emma Longden founded the company in April 2009 and since then, the brand has undergone some transformations indicative of her personal process and relationship with fashion. Her ethos is to create beautiful, timeless pieces whilst being mindful of the environment and people involved in the process. It’s one of the few local fashion brands that mixes various genres and styles and features subtle hints of both rock ’n roll and romantic aesthetics, resulting in materials, textures, colour and prints that create an understated chic with a touch of sexiness and originality. They have a store in Plein Street, Stellenbosch, as well as in the Gardens Centre in Cape Town.
Rosey & Vittori
This globally influenced, locally produced South African fashion brand was founded by Isabella Rosa Bisogno and Steven Eddie Rossenbaum (whose grandmother’s surname was Vittori). Both founders are of Italian heritage, which inevitably resulted in their fashion fate. What started out as streetwear, now offers edgy, yet sophisticated apparel with streetwear details for fashion-forward men and women, made in Maitland, Cape Town. So, if you’re looking for attention-grabbing garments, goddess dresses and stunning basics, Rosey & Vittori is a good place to start.
She loves Sundays.
The sister brand to Chanelle Wright bridesmaid and occasion wear, She loves Sundays. is yet another one of the local fashion brands that deserves a mention. The brand was inspired by the bliss and beauty of simple Sundays. Every element of a glorious Sunday – from lazy mornings and long lunches with family and friends, to summer-soaked afternoons and rest – is infused into this brand’s stunning fashion items. In the end, their passion lies in comfortable, timeless and elegant designs that make you feel confident and beautiful. Also, their garments can be worn throughout the year, making it versatile for all seasons and all stages of life.
Harlow & Summer
They claim to be warriors focused on living gently, but fashionably and by the looks of their latest ranges, they live up to it tenfold. Also founded in Cape Town, it was the Mother City’s rich natural beauty that inspired the launch of Harlow & Summer. It mostly features a curated collection of resort wear that evokes whimsical memories of faraway places, wild and free summer nights and misty beach mornings, whilst staying true to caring for our precious planet. In essence, the brand is built on the ethos of environmental consciousness. In fact, they believe that all fashion businesses should play a committed part in designing the absolute best version of the future.
Amani
The name, Amani translates to ‘peace and tranquility’ in Swahili and ‘wishes’ in Arabic – something that encapsulates the thread woven into all this fashion brand’s products. In essence, they wish for a better world where we celebrate authenticity, craft and sustainability. So, as a brand, they’ve taking a stance to keep fighting to bring greater peace and tranquility to all – from their design process to their supply chain, as well as their shelves and your front door. Amani produces well-tailored, high quality, environmentally conscious and ethically made items that will make you feel confident, powerful and free to be yourself.
HempLove
This female-founded fashion brand brings its fellow fashion-lovers ethical slow fashion from Cape Town. At HempLove they believe in sustainable fashion and making a difference in the health of our planet, offering customers not only stylish garments, but also transparency. The business is based on promoting and improving the skill sets of women in Africa and bringing sustainable fashion to international platforms where it can be recognised. They sell both women’s and men’s clothes, with cute and trendy styles for the ladies, and crisp shorts and shirts for the guys.
Hannah Lavery
Definitely one of my Instagram crushes, Hannah Lavery is a Cape Town-based design house dedicated to durability and quality. They draw inspiration from style classics to offer fashion-lovers well-crafted clothing items in neutral tones from natural fibres, allowing you to create a wardrobe of longevity. From dresses coats and jackets to shoes, bags, jewellery and even a menswear range, this brand has a way of setting sustainability trends.
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BeachCult
Joanna Hedley launched BeachCult as a swimwear and apparel brand in 2011, focusing on mindful and ethical start-to-finish production and design based 100% in South Africa. Their items’ prints are designed by South African artists, with earth and fire-coloured basics that encapsulate the anticipation of summer. Their swimwear has become a cult favourite, made from sustainable recycled techno swim fabric, with unique fits and one-of-a-kind prints. In addition, their resort wear and apparel, as well as men’s swim trunks, are printed and manufactures by female artisans in Cape Town.
GOOD Clothing
Following GOOD’s colourful and playful resort collection, I can’t help but include them here. Founded by Marian Park Ross, this brand is truly good, based on principles of intentional design and effortless style, with a nod to prevailing trends. GOOD’s apparel is easy to wear, comfortable and flattering, allowing you to also feel good. With stunning prints and a belief that clothing can be a powerful wellness tool, this brand brings joy to fashion-lovers across the country, for sure.
Titch
Aimee, the designer and owner of Titch Clothing & Accessories says she always dabbled in sewing and crafting as a teen, since she grew up with a very clever and creative mom and grandmother. While you won’t necessarily find a whole new range every season, it’s one of those local fashion brands that brings fashion-lovers a core collection of wardrobe staples in neutrals and limited colours which you can mix and match. In addition, they also offer limited runs of seasonal items from time to time.
Hadassa
With some of the most beautiful, feminine dresses, this brand – which translates to ‘myrtle tree’ in Hebrew – is committed to clothing women in grace. They want to encourage those wearing their garments to thrive, dream bigger, embrace femininity, believe and regain hope. At Hadassa, they have a strong love for colour, exploring new places and discovering beauty all around. Hence, their collections are bright and beautiful, with stunning prints and interesting patterns.
ERRE
ERRE is one of the few Pretoria-based local fashion brands that manufactures each and every garment from scratch. The South African womenswear brand was established by design duo, Carina Louw and Natasha Jaume. The transformative nature of power dressing is what drives this duo and their team, resulting in the most beautiful trans-seasonal pieces that work perfectly for a multi-faceted lifestyle. In addition, ERRE is also an ambassador for locally sourced Mohair – a signature of their seasonal offerings. “Mohair is used by many of the top brands worldwide, but few know it originates in South Africa. We want to remind the world that not only does South Africa have a wealth of talent, but it also has desirable resources that are sustainable,” they say. “When we make products using mohair, it creates more local jobs and this feeds back into the fashion industry and the economy.”
Sari for Change
This brand has been championing sustainable fashion in South Africa for a while now, blending tradition with innovation through a people, planet and profit approach. I love the creativity that goes into the garments Sari for Change sell, with every item telling a story of heritage and generosity. Passed down from grandmothers, aunts and mothers, donated saris get upcycled into the most beautiful contemporary pieces, honouring the saris’ rich history and cultural significance. Their collections include Frill Kimonos, Kaftans, Kimono Jackets, Kimonos, Off the Shoulder Dresses, Power Suits, Shawls and Scarves, Shirts and Blouses, Sufi Dresses and Sufi Tops, Wedding items and Wrap Dresses. My favourite, however, is their Imanii Puffer – a jacket that is sure to turn heads!
Breazies
The KZN-born brand, Breazies is probably one of the most vibrant local brands out there. The lifestyle brand brightens up summers (and summer escapes) with iconic, limited edition swim shorts and more while keeping it local with their swimwear items which are all proudly designed and manufactured in South Africa. While much of the brand revolves around its swim shorts, they also offer a range of beautiful beach towels, as well as bucket hats and caps. Not to mention their women’s swimwear range, girls costumes and other ladies’ linen and accessories.
MARETH | COLLEEN
Based in Woodstock, Cape Town, this small business was founded by Colleen Lesch and Mareth van der Walt. Together, they’ve built a fashion brand that celebrates the female figure – hand-cut and stitched one at a time by a tiny group of South African artisans. While MARETH | COLLEEN‘s designs are often in line with current fashion trends, it’s made to last beyond the current season and ideally become a closet staple. From sequin jackets and faux fur coats to silk shirts and skirts with a feminine flair, you’re bound to find something you’ll love from this brand.
hōm The Label
hōm (pronounced ‘home’) was founded by a mother-and-daughter duo who love timeless, playful clothing made well. Their mission: To make fun, simple and versatile forever pieces which fashion-lovers can mix and match. Their items are made in Cape Town and they take pride in their focus on comfort and quality workmanship. From their stunning Georgie dress to versatile tops and bottoms, their products are beautiful and comfortable at the same time.
In the end, true luxury is about legacy, detail and a deeper connection to the pieces we wear. These local fashion brands and labels prove that you don’t have to look beyond our borders for timeless investment pieces that feel both personal and powerful. Whether you’re elevating your everyday wardrobe or curating a closet that tells a story, consider supporting local designers who are redefining luxury, one stitch at a time.
Which brand speaks to your layered style the most? Let me know in the comments or join the conversation on Instagram.
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