Currently AKEDO is designing and locally manufacturing womenswear and menswear, with future plans to start manufacturing childrenswear. AKEDO is not just about the clothing label – it becomes a lifestyle. The AKEDO marketing strategy is to engage it’s consumers in a way which promotes repeated loyal customers.
CLOTHING DNA
The AKEDO brand officially launched in January 2014. The brand aims to create an aesthetic which merges sophistication with “weirder” or “stranger” design than what is usually considered ‘African’ design. Rather than designing the typical ethnocentric African design, the AKEDO brand interprets the continent in a way true to the brand instead of a way expected for an African brand. Interpreting Africa for what it is, rather than what it is imagined to be or expected to be.
Collection Inspiration
The main inspiration for the AW15 collection was to focus on true African traditions such as beading and painting and interpret those traditions into a collection which is contemporary and speaks for the rainbow nation of cultures within South Africa, as opposed to representing an ethnocentric view of the country. Using a vivid colour palette contrasted with simplistic tailored silhouettes, the collection speaks for both the country while still incorporating the AKEDO aesthetic.
Awards / Accolades
2013 - Africa Fashion International Fastrack Winner
2013 - African Fashion International Fastrack Designer of the Year
AKEDO
LAND is a South African based label with a focus on a behind-the-scenes aesthetic. We focus on sportswear-inspired cuts in comfortable fabrics and styling that allows you to work comfortably and stylishly. LAND currently occupies the space between pure minimalism and highly detailed embellishment. Working with the tension between the two, LAND aims to produce pieces that offer function and well-crafted form.
Clothing DNA
LAND is a product of two opposing ideas: The simple aesthetic of a clean, minimal surface which accentuates the beauty, comfort and functionality of simplicity; and the obsessive detail found in embellished surfaces, often due to traditional beading and weaving, which absorbs and fascinates the viewer. This contrast is explored through athletic/ work-wear inspired pieces that reflect ease and comfort.
Collection Inspiration
The LAND Autumn/Winter15 collection is called ‘The Seduction of Impermanence’. It has been inspired by the narrative ‘”Clothes in which to ponder meaninglessness, which is a A 10 act play in which the protagonist experiences the profound sensation that nothing matters”. The collection takes its secondary inspiration from the colours and textures found in nature because that’s where we imagine the protagonist to do most of her wandering/ wondering.
Awards / Accolades
2014 - Selected to showcase at the launch of Akedo Online2012 - Selected as one of two young designers to showcase at Mercedes Benz Africa Fashion Week in the Nivea Exclusive Black & White Fashion Experience2011 - Selected as one of the top two designers at AFI’s first Fast Track show for Joburg Fashion Week2010 - Won Best Third Year Range at the LISOF graduate show2008 - Winner of the Five Roses Accessory Design Competition in association with South African Fashion Week
L.A.N.D.
Clothing DNA
OATH’s design aesthetic is very youthful with visually textured prints on clean silhouettes. As a result of the influence of pop culture and contemporary sportswear, a versatile and fashion-forward DNA is achieved. Minimalism is an important element on our “inspiration board”, which focuses on carefully curated details, shapes, colour palettes and exceptional craftsmanship. There is always a balance of ease and ultra-chic sensibilities, while texture plays an important role in creating and executing unique structures and concepts.
Collection Inspiration
The inspiration for our this womenswear collection is the movie Clueless, but in our version she doesn’t find love. It’s our version of 90’s prep-school-meets-secretary attire.
Awards / Accolades
2013 – LISOF: Best Ready-to-Wear Collection
2013 – LISOF: Best Fashion Media Student
2014 - AFI Fastrack 1 of 4 Winners at MBFWJoburg 2014
2014 – African Fashion Awards 2014: Young Designer of the Year
RICH MNISI
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