To New York and beyond for local label

Published May 24, 2016

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Cape Town - Inspired by culture and demographics, three fashion designers from Gugulethu and Khayelitsha, Cape Town, have designed a clothing label, Deep Settle Movement (DSM), and are now exporting their merchandise to New York.

Asanda Qumelwana, 31, Christopher Mayiji, 28, both from Gugulethu, and Fezile Retyu, 30, from Khayelitsha, met at Cape Peninsula University of Technology (CPUT) in 2007 while studying graphic design, and discovered a common desire to share their creativity.

They started collaborating on their designs and, inspired by their surroundings, launched DSM in 2010.

The trio outsourced the manufacturing of items such as T-shirts, collared shirts, tank tops, pocket tees, sweaters, hoodies, dresses, shorts and beanies they designed in a tiny office at the Motale Bus Service premises in Gugulethu. After manufacturing, the young entrepreneurs print their label Gugs on the items.

‘‘We use different low-charging factories at the moment. Our aim is to cut out the middle man so we can employ locals,” Retyu said.

Qumelwana said products were vibrant and high quality, with unique designs inspired by township culture and urban lifestyle.

“All of our garments are manufactured in Cape Town, offering an authentic feeling that most brands can’t offer,” he said.

Retyu said townships are known for crime, unemployment and poverty, but DSM created hope.

“Our brand is a representation of that struggle. We want to inspire our generation and prove that no matter the obstacles or hardships one may face, you can use that pain and create something extraordinary,” he said.

Explaining more about DSM, Mayiji said: “Our designs are inspired by culture and demographics. We are situated deep on the edge of Africa.”

Mayiji said it gained them exposure. “We have received more orders from all over the world as a result of that and our clientele base has increased.”

DSM items can be bought online at www.deepsettle.com or visit Facebook.

Cape Times

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@siyaks

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