Durban - If there's one courageous thing you do this spring, let it be mixing and matching. You can combine, contrast or clash prints for an up-to-date look and incorporate trends such as the 70s revival into your look by wearing your old wardrobe pieces with new buys.
South African Made, otherwise known as the SAM Store, celebrated its first birthday recently and its owner, businesswoman and designer Genna-Wae Webster, showed us how to get the look while flying the local flag high.
Webster – a graphic designer by trade – began consulting for Bad Girl before launching her own label WaeWest. Her factory produces clothing for The Bedroom and Satin Candy.
She says industry experience has prompted her to do small factory runs for emerging designers who would not otherwise be able to retail.
The store which sells funky daywear includes bags by Becca Blair, jewellery by Bronwyn M Handmade, art by Daniella Hartman and Ariliya Lane and clothing labels (for mens/ladieswear) Dirty Indigo, Platoon Clothing, D-Lux, Pink Sheep Gymwear, Billy Beanies and knitwear, Gee Love It, AzorA, Jamie Lee Designs, Cookie Cutter, aFREAKa, Tibasheena, Fashion by Miss Rich, Iconic Design, Lyall Gallo, Diva by Brenda Quinn, Rooi Rok Bokkie, Sal B, Bianca Kim, Miss Pretty and more.
Webster says: “SAM is about sharing the limelight through a collective effort. The brands we house work together to drive the traffic to the store through their various networks and social media platforms. They not only share the space but some of them even help each other with manufacturing, share stockist info and promote each other where the synergy allows.
“In a Devil Wears Prada industry, in a tough economy, the best way for the little guys to survive is to stick together. It changes the whole concept of an otherwise competitive industry. Making teamwork the theme of our business.
“The idea is that designers can move on from the store to start their own space, but even if they chose to stay on in SAM for extended periods of time, they have an outlet that is risk free for them.
“Most of our brands are relatively smaller scale brands although we do have those which have been featured at major fashion weeks.”
She says this season’s fashion is playful: “We see the return of farm girl gingham checks and beautiful oversized floral prints. Delft prints are also making a major comeback. Either way, I always think you should bring your own flare to any trend direction. Throw caution to the wind and have fun with mixing your old fashion with the new. In our fast fashion society we need to up-cycle rather than wastefully splurge on passing pieces and invest in key pieces to pull a look together.”
Shop at www.samstoresa.co.za or join the collective of local designers (strictly local manufacture) by e-mailing [email protected]
Words and pictures: Omeshnie Naidoo
Garments: www.samstoresa.co.za
Stylist: Genna-Wae Webster
Models: Sune and Carla from Extreme Model Management
Location: Durban Skate Park
Note: All prices subject to change
Daily News