In 1987 Sissy Boy became the first label to deliver snow-washed jeans to the South African market, which went on to be a huge fashion hit. It was this that established the Sissy Boy brand thereafter.
The new range includes the Sport and Sex range, which was inspired by "king of jeans" Ronald Sassoon's visit to Brazil - where there are lots of cheeky bums on display. The clothes in this range are made with a superior fabric developed for use during or after sport, or just for general living.
Sissy Boy has designed lots of pinstripe pants, striped shirts and off-the-shoulder tops which have quite a masculine feel. This is all in addition to the range of basic denims. I asked Gigi, the fashion director of the edgy label, a few questions about the brand.
Where does the inspiration for the designs come from? The desire to create beautiful products which South African women will appreciate, enjoy and come back for. We ensure that the fabric and the fit are the best, while always keeping in mind the fashionably sexy women who will ultimately wear the garment.
Do you personally come up with all the styles? The design process is a joint effort by our design team. Together we travel to international fashion and fabric trade shows. We also take note of the garments in stores as well as what is worn on the street.
How is it that you understand women's butts so well? Years of experience and having an understanding of proportion. We also work with expert tailors, who ensure that the fit is absolutely perfect. Our reputation for a good fit ensures that many women simply buy Sissy Boy jeans without first trying them on - knowing that they will fit them as perfectly as the previous pair they bought.
Who does Sissy boy actually cater for? Sissy Boy clothing is made for teenage girls and women of any age who are looking for fashion that really stands out, that is fashionably sexy and provides them with superior proportion, fit, quality and most of all fabric.
Many women love the brand, but it does not cater for all women. Either the length is too short or too long, or the waist is too wide. The pants fit beautifully, but the jeans are another story. Is there a possibility that this issue will be addressed? I really understand your problem - not all women can be a "perfect body". Many women find that our trousers have a good fit because many are made of stretch fabrics. We have been trying for the past five or six years to perfect a rigid jean that will fit like stretch, but it has been very difficult as the current trend of low-rise jeans tends to cause the waist to gape. However, we have just developed a new style.
This rigid denim style is called our Brad style and it went into stores a few months ago. It seems like the problem has been solved as, at this moment, we do not have a single pair of Brad in stock.
Pinstripes are currently the craze. Are there any other styles we can look forward to? In addition to the sexy tops, skirts and dresses that we do for every range, Sissy Boy is known for having a vast range of jeans and trousers. For spring we are delivering stretch trousers in stripes, spots and ginghams. Of course as per every season, there will also be a wide range of denims in various fabrics and washes.
Who is the mastermind behind all the sexy advertising campaigns? Jupiter Drawing Room in Cape Town has been our advertising agency for over 10 years and with them, we have built a brand that is really sexy and edgy. Our current campaign, Go & Come, is a great look at travel destinations around the world where women can be sure they'll have a sexy holiday - of course wearing Sissy Boy.
Where do you see the Sissy Boy brand in two to four years time? We've already reached our original target of being one of the best makers of fashion and jeans in South Africa, so the next few years will be focused on refining our product and answering the needs of the women we dress.