Etana Energy: Powering SA Business with Clean Energy Through the Grid

As one of 5 private companies licensed to wheel renewable energy directly to medium and large-scale industrial users, Etana Energy is helping energise the South African economy.

They’re saving businesses money, ensuring they meet renewable energy usage targets, and helping the South African industry remain internationally competitive. We jumped at the opportunity to collaborate with a forward-thinking client like Etana Energy, a leading electricity trader in South Africa. 

Etana partners with Independent Power Producers (IPPs) by sourcing renewable energy from wind and solar farms nationwide and then supplying it through the grid via a process called wheeling.

Primary Objective and Strategy

Our primary objective lay in ensuring that all marketing initiatives are directly aligned with the primary goal of reaching and influencing key decision-makers. For Etana, this means crafting campaigns that specifically appeal to C-suite executives and other influential stakeholders in the energy and business sectors, ultimately leading to faster engagement and shorter sales cycles. 

Our PR strategy for Etana gained significant traction once we involved individuals with established relationships in business and energy-focused publications. Their ability to navigate and leverage these connections was instrumental in securing high-profile coverage that bolstered Etana’s credibility and visibility in the market.

Featured in these publications and more, is a detailed account of some of the remarkable projects Etana has spearheaded recently: 

• Secured a renewable power deal with Autocast SA, the first contract with 30+ major industrial users in Nelson Mandela Bay.

• Facilitated Cape Town's first wheeling project with Growthpoint Properties and the City of Cape Town in a landmark wind-hydro-solar PPA.

• V&A Waterfront signed a 43 GWh/year PPA with Etana Energy.

• Petra Diamonds signed long-term PPAs for renewable energy at Cullinan and Finsch Diamond Mines.

Brand Strategy

Following this, we knew we had to support the primary objective through the establishment of Etana as the market leader in the renewable energy space. To achieve this, we focused on building a strong brand presence, producing thought leadership content, and executing a PR strategy that emphasizes Etana’s expertise and reliability. We are proud to have re-designed Etana Energy's new website that showcases the high-impact nature work they are doing in the renewable energy sector.

Re-designed Etana Energy website describing the process of wheeling.

This multi-faceted approach not only supports the primary objective but also reinforces Etana’s market position, ensuring that when decision-makers encounter the brand, they recognize its authority and value.

Key Learning: Specialised Expertise Enhances Quality

When dealing with a highly technical client or project, enlisting a specialist with deep industry knowledge can elevate the quality of deliverables. For Etana Energy, contracting a renewable energy expert for content creation significantly improved the relevance and accuracy of our messaging. This approach ensured that our articles, social media content, and executive profiles resonated with the target audience, making the content not only informative but also impactful. The ability to adapt and refine marketing strategies based on real-time feedback and results was another key learning. 

We also know and understand the value and impact of identifying and engaging with the right stakeholders in B2B marketing. Understanding this, we employed a detailed stakeholder mapping process that allowed us to concentrate our efforts on the most influential decision-makers within target organisations. This strategic targeting was key to driving higher engagement and converting leads into contracts more effectively.

This is just the begining of what we are certain will be a fruitful and impactful partnership that will drive meaningful change and make a positive impact on the world. Together, we are not just changing the energy landscape of South Africa; we are setting a new standard for renewable energy solutions globally. 

TREESHAKE TEAM

Strategist & Advisor: Dave Duarte

Creative Director: Chris Roets

Technical Lead: Max Kaizen

Design: Franci Weiner & Emma Ferns

Community: Phumelele Mbatha

The Impact of Relate Water: Bringing Clean Water to Communities

Clean water is a fundamental human right that many people, specifically women and children still lack access to. For a moment, we’d like you to imagine a life where access to safe, clean water isn't guaranteed—yeah, tough, isn’t it? This is a reality for almost 5 million people here in South Africa where women and their children still find themselves walking kilometres to collect water from unsafe, polluted sources. 

Relate Water, a division of the nonprofit organization Relate, is committed to changing this reality by ensuring that clean water becomes standard for those who need it most. For this reason, we are so excited to have them as our client and together we are working towards ensuring South Africa becomes a water-secure country for all who live in it.

Who is Relate Water?

Relate Water operates under the umbrella of Relate, a nonprofit renowned for its impactful social initiatives. Focused on addressing the water crisis in South Africa, Relate Water partners closely with Innovation: Africa, South Africa, a globally recognized nonprofit. Since 2008, Innovation: Africa, South Africa, has brought solar, water, and agricultural technologies to rural African villages, positively impacting the lives of 700,000 people with readily available access to clean water.

The Ripple Effect: Providing Access to Clean Water

We understand that at the heart of Relate Water's mission, is the belief that everyone deserves access to clean, safe water. They collaborate with local communities and organizations like Innovation: Africa, South Africa to implement sustainable water solutions. These initiatives not only provide immediate access to water but also empower communities by creating local employment opportunities and fostering long-term sustainability. They do this through a ten-step process throughout 3 to 4 months. 

Brand Strategy

We’d love to give a huge shoutout to the Kane & Able team for their exceptional brand strategy, which perfectly aligns with Relate Water's objectives. Kane’s clear vision and creative direction alongside his stellar team, ensured our messaging was consistent and aligned with our desired outcomes. By making the brand approachable and playful, they fostered a true sense of community and loyalty and brought authenticity to Relate Water. We are so excited to see where his vision will take us next.

How It Works

Bringing clean water to a village involves a comprehensive process:

1. Needs Assessment and Planning: Relate Water assesses the water needs of communities and plans the installation of sustainable water systems.

2. Implementation: Working closely with Innovation: Africa, South Africa, Relate Water sources clean underground water and initiates the installation of water systems. This phase typically takes 3 to 4 months.

3. Community Involvement: Local teams are then hired and trained to manage and maintain the water systems, ensuring that the investment continues to benefit the community long after installation addressing sustainability and impact.

Our successful activation: Nomu Wa Huku Village

We recently collaborated with Lauren Gillis, Founder and CEO of Relate and Relate Water, to launch a community-based fundraiser called the Relate Water Walk. There was a need to ensure this activation was a success is because this water crisis was severely impacting the community's primary water source that is used for drinking, cleaning, and cooking, leading to frequent waterborne illnesses such as diarrhoea, which affected both children and adults. 

As you can imagine, this makes it much harder for people to find employment if they are concerned with their survival. Consequently, it was imperative to mobilize funds through the Relate Water Walk to provide clean water. Each $25 donation from the run ensured one person would have water for life. This event invited companies and individuals to pay $25 to enter the run, with each entry providing one person with water for life. Life! Through this initiative, we raised nearly enough funds online to bring an entire village access to clean water.

Making an Impact: The Cost

The impact of providing clean water is profound but comes with a cost. It costs approximately R1.5 million to bring clean water to an entire village of up to 10,000 people. This investment not only provides life-changing access to water but also contributes to improved health outcomes, economic opportunities, and overall community well-being. 

You can make a ripple effect by visiting their new e-commerce website which we successfully built and launched. This has empowered individuals and businesses to join us in making clean water accessible to communities in need across South Africa. 

We are excited to be working with Relate and giving people the power to turn on their taps and have access to clean water for the rest of their lives. 

TREESHAKE TEAM

Creative Director: Megan Damon

Technical Lead: Max Kaizen

Strategist: Chris Roets

Advisor: Dave Duarte

Design: Franci Weiner

Community: Phumelele Mbatha

What Is Community Experience Design

Community Experience Design (CXD) is an emerging field that focuses on designing and optimizing the experiences of communities, whether they are online communities, local communities, or interest-based communities.

At Treeshake we apply CXD to fundraising, b2b sales and relations, business-to-government, government-to-industry communications, business to employees, and business to niche constituency comms. In other words, fields where there’s a defined set of people we’re looking to communicate with, onboard, and grow connectivity to. Usually community sizes range from 200 - 100k members.

CXD draws from various disciplines, including user experience design, community management, social psychology, and data analysis.

Some key aspects of Community Experience Design include:

🔍 Community research and insights: Conducting research to understand the community's culture, values, motivations, and pain points, as well as analyzing community data and interactions.

📝 Community strategy and planning: Defining the community's purpose, goals, and desired outcomes, as well as developing strategies for fostering engagement, collaboration, and growth.

🏗️ Community architecture and design: Designing the structure, features, and user experience of the community platform or environment, including user interfaces, information architecture, and interaction models.

🤝 Community facilitation and moderation: Establishing guidelines, policies, and processes for facilitating discussions, managing conflicts, and moderating community interactions to ensure a safe and productive environment.

📊 Community analytics and measurement: Developing metrics and methods for measuring community health, engagement, and impact, as well as analyzing data to inform iterative improvements and decision-making.

It differs from typical User Experience Design by optimising in a couple of key ways:

1. Directly identifying and contacting the right people to join the community, rather than simply opening it up to everyone initially. This sets the tone and culture.

2. Onboarding collateral, content, experiences, and actions.

3. Emphasising the long term connectedness. We don’t want to churn people through a one-off buying or decision-making process, but rather we want to both achieve the sale and the decision while growing the connectivity. So we have loyalty metrics and data in our CRM.

4. Equipping current community members to evangelise and bring others onboard.

A last note about CXD as we see it, is that the community members don’t always see or understand themselves as part of your “community”, however, we find that using this nomenclature ensures that we focus on the long term value, reciprocal exchange, and ecosystem effects of the relationships that matter and drive results for our clients.

PRIDE NOT CRUELTY: A ROAR FOR CAPTIVE LIONS IN SOUTH AFRICA

South Africa's lions, a symbol of national pride, have long faced a harsh reality - exploitation in commercial captive breeding facilities. Confined to unnatural environments, subjected to inadequate care, and ultimately destined for a life of entertainment or worse, these magnificent creatures suffer immensely. In 2023, World Animal Protection, Blood Lions, and Treeshake joined forces to launch the #PrideNotCruelty campaign, determined to end this cruel practice.

#PrideNotCruelty Case Study Video by Emma Ferns

800 VOICES FOR 800 LIONS

The #PrideNotCruelty builds on the foundations of #800Lions, a campaign that started in 2020 by Blood Lions, World Animal Protection, and Treeshake, “to mobilise supporters and put pressure on the South African Government to continue setting a zero CITES lion bone export quota” (Blood Lions).

The campaign inspired the public to raise their voices for lions by creating lion-inspired art, whether this be drawing, painting, photography, music, poetry, or dance. While the aim was to reach 800 pieces of art, representing the quota of 800 lion skeletons South Africa exported every year for use in traditional medicine, we received nearly 1 300 art submissions, indicating overwhelming support from the public.

These artworks were submitted to Minister Barbara Creecy in the lead up to the G20 Summit, urging her to decide against a continuation of the legal trade in big cat bones and body parts (Blood Lions).

Video credit: Blood Lions

The PROBLEM: LIONS TRAPPED IN A CYCLE OF EXPLOITATION

In South Africa, there are an estimated 8,000 - 10,000 lions suffering in captivity on commercial lion breeding farms and only about 3,500 living in the wild. Confined to cramped enclosures, they endure inadequate living conditions, poor diets, and a lack of enrichment. This not only compromises their physical well-being but also inflicts deep psychological scars. Behaviours like pacing, self-mutilation, and lethargy become a tragic reflection of their captivity.

Photo credit: World Animal Protection

This exploitative industry not only disregards animal welfare but also perpetuates a misleading narrative. Canned hunting, where captive-bred lions are hunted in fenced enclosures, offers a pale imitation of a genuine conservation effort. Breeding facilities often claim to contribute to conservation by reintroducing lions to the wild, a practice doused in controversy with limited success. To this extent, allowing the commercial captive lion industry to continue could also damage Brand South Africa and negatively affect our tourism, our economy, and our people.

THE ASK: A CALL FOR A MANDATORY PHASE-OUT

The #PrideNotCruelty campaign had a clear and urgent ask: to urge the South African government, specifically Minister Barbara Creecy of the Department of Forestry, Fisheries and the Environment (DFFE), to uphold her 2021 commitment. This commitment involved transitioning from a voluntary exit programme for captive lion breeders to a mandatory phase-out of the entire industry.

We recognised the progress made by Minister Creecy's initial announcement. However, a voluntary system left room for exploitation to continue. A mandatory phase-out would ensure a definitive end to this cruel practice.

THE ACTION: A MULTI-FACETED APPROACH TO CHANGE

At the heart of the #PrideNotCruelty campaign was a strategic mix of tactics to raise awareness and mobilise supporters. Here’s a closer look at the key elements:

Celebrity and Influencer outreach

A key component of advocacy is people. To turn the #PrideNotCruelty campaign into a movement and to encourage Minister Creecy to recommit to her 2021 promise, we needed to increase the number of people speaking out about the problem. To do this, we enlisted the help of key South African influencers, Farirai Sanyika - or Fari as she is fondly known by friends - the voice behind GoPhari, a blog and travel company for solo travellers, as well as 12-year-old eco-activist Romario Valentine. By leveraging their social networks, these prominent voices were able to reach a much wider audience, ultimately helping to spread the message of the campaign, and encouraging people to join the movement.

Advocacy toolkit

To empower individuals to become active participants and spread awareness of the realities of commercial captive lion breeding, we developed an advocacy toolkit, a set of researched, peer-reviewed and vetted resources. It comprises three powerful curated talking points (10, 000 Lions in Captivity, Exploited at Every Stage of Life, and Legal vs Illegal), each with their own graphics and call-to-action messages. The toolkit is a ready-made social media campaign available on the PrideNotCruelty website that users can just share on their profiles and other online platforms.

Free Your Creativity for Captive Lions

In another #PrideNotCruelty activation, we called on the creative people of South Africa. From 1-10 August 2023, the "Free Your Creativity" campaign empowered creative South Africans to express solidarity and compassion for these iconic apex predators through art. Drawing, sculpting, dancing, poetry, photography or any other form of artistic expression, to become a powerful tool for advocacy. Each creative expression became a call for change, a stride towards a South African future without lions in captivity.

THE IMPACT: A ROAR HEARD ACROSS SOUTH AFRICA

The #PrideNotCruelty campaign generated a phenomenal response:

• Media Attention: The campaign garnered 39 media mentions, propelling the issue into the national spotlight.

• Public Engagement: Over 15,000 online interactions were recorded, highlighting the widespread public support for ending the commercial captive lion breeding industry.

• Creative Expression: The "Free Your Creativity" call to action yielded a powerful collection of artwork. These artistic expressions served as a powerful symbol of solidarity presented to Minister Creecy.

• Public Activations: Six public activations were held, including screenings of the documentary "Blood Lions," live panel discussions, and creative events like "Lion's Head on Lion Day'' and "Draw with Marti Macfly." These events fostered a sense of community and collective action.

• Department Taking a Stand: For the first time, the Department of Forestry, Fisheries and the Environment posted publicly about the cause. Although, it was taken down 2 hours later, it was a win for the campaign.  

Post credit: Department of Forestry, Fisheries and the Environment

A VICTORY FOR LIONS

Cabinet has approved a Policy Position to end the captive breeding of lions. This policy is the result of nearly a decade of inquiries, reports, a parliamentary colloquium, and a global effort by NGOs to raise public awareness and support for the ban. It details “eight voluntary exit options for captive lion breeders, which includes two mandatory prerequisites. The report notes that these voluntary exit options should only be the first step in the longer-term government objectives of ultimately closing the commercial captive lion industry in South Africa” (Blood Lions).

The adoption of the Policy Position aligns with the release of a draft Biodiversity Economy Strategy by the Environment Department. This strategy proposes a significant expansion of conservation areas, known as mega living conservation landscapes, from 20 million hectares to 34 million hectares by 2040. This ambitious goal represents an area equivalent to seven Kruger National Parks.

We're honoured to have played a part in the #PrideNotCruelty campaign, supporting this change. While there's still work ahead on finalising the implementation plan, this phased approach marks a significant step forward. We commend the Ministerial Task Team for their efforts, and we eagerly await the details of this crucial next chapter. For updates on the progress, follow Blood Lions on Instagram, Facebook, and X.

TREESHAKE TEAM

Advocacy & Impact Strategy: Dave Duarte

Campaign Director: Cordène Midgley

Mobilisation Lead: Elaine Rumboll

Content Strategist & Copywriter: Sigrid Kenmuir

Design: Amy Staak, Emma Ferns

Social Media: Emma Ferns

Paid Media: Aisha Isaacs

Technical Lead & UX: Schalk van der Merwe

Campaign & Community Coordinator: Megan Damon

PR & Influencers: Vukosi Mnisi

Run Blue: Getting People Around the World to Step Up for Water

We helped Mina Guli, an ultra-endurance runner and water advocate, build an on-the-ground community for water in 202 countries and territories.

#RunBlue Case Study Video by Emma Ferns

In March 2022 in Uluru, Australia water advocate and runner, Mina Guli woke in the wee hours of the morning, laced up her shoes, put on a headlamp and set out on Marathon 1 of what was to be a 200 Marathon journey in one year across 32 countries finishing at the UN Water Conference in NYC in March 2023. 

What she (and we) were to experience and learn, was astounding and made an even stronger case for action, at the highest levels, for access to water across the globe.

The #RunBlue campaign aimed to put water at the top of the global agenda by inspiring meaningful action on water from companies and people.

During the year, we organised community virtual running and walking activations which ensured that Mina had a global community alongside her, so she was able to bring their voices to the conference in NYC.

In each country Mina visited she met with local people who are facing water pressures, or who have solutions to the water crisis, over 40 mini-documentaries were created to share these stories and highlight issues on the ground.

Throughout the campaign, in between running! Mina gave several keynote addresses (including at COP27, Dushanbe Water Process, Davos and UN Water Conference) and media interviews to ensure that the message was top of mind.

The Challenge

From a communication and organisational point of view, the main challenge was unpacking how to sustain interest in a campaign and a topic for an entire year. It’s a long time to keep a community engaged and involved. In this case - it really was a Marathon and not a sprint.

Just like running 200 Marathons, campaign endurance requires discipline, a lot of planning and an understanding that things can change at any moment.

Plan. Pivot. Plan. Adapt. Plan….this was the ebb and flow of the campaign, we needed to be fit, and clear thinking and seamless adaptation helped us maintain our rhythm.

The Solution

It may surprise some, but a supportive global community is created by design: unique virtual activations, strategic thought leader outreach and well-crafted social media updates meant that we were able to sustain interest and indeed grow the movement.

• Video and photo production teams on the ground captured stories and the sights and sounds of the expedition. We made sure that these mini-documentaries constantly fed our socials and educated our community.

• Gather people on the ground. Use direct outreach (emails, social DMs, WhatsApp) to people to get them involved in some capacity, by telling their communities about the activations or organising community runs themselves.

• Get key opinion leaders involved - don’t be too proud to ask for help. 

In the final #WorldWaterRun activation which coincided with Marathon 200 in NYC, we enlisted the help of heavy hitters like the GOAT Eliud Kipchoge who endorsed the event and encouraged their communities to sign up.

A partnership with leading water technology company, Xylem, secured in the process of the campaign led to two breakthrough opportunities to drive signups. Mina was given the opportunity to speak about the World Water Run at Yankee Stadium in front of thousands of fans; and a very special call for involvement from Pep Guardiola and Man City Football Club.

Building a Truly Global Movement

Mina Guli and the Thirst Foundation are building a truly global movement for water.

In our final Run Blue activation, the World Water Run, people in 196 countries signed up, along with major organisations, civil society organisations, non-profits, and leading voices for water around the world.

Run Blue also delivered on the mission of making water more visible, urgent, and accessible.

We achieved 4,3 billion media impressions (Critical Mention); 771 million social media impressions (Keyhole). And an online reach of 560 million (Brand24). Conservatively, the AVE (Advertising Value Equivalent) of this was easily over $70m (Brand24 + Critical Mention).

On social media, most of this was driven by the use of the hashtags we created in the various global support activations, like #Sweat4Soap. However, Mina also gained over 100k social media followers along the way (Twitter, Facebook, Strava, LinkedIn, and Instagram).

The campaign is over, but lives on. Mina and Thirst have not only leveled up in brand recognition, but also have a global network of people, organisations, and supporters who are now poised to take substantial action to improve local water management. There is also a spectacular library of as-yet-unreleased footage that will enable continued storytelling about the global water crisis.

You can follow Mina on Facebook, Twitter, Instagram, LinkedIn and YouTube.

Our team and the #RunBlue community learned about some of the major issues:

• Access to water is not democratic, some communities are still having to walk for days to get water

• The commodification of water is dividing communities and, in places, penalising the less fortunate

• The impacts of deforestation in massive water towers like the Amazon will be difficult to recover from.

• There is hope however, thankfully there are innovative solutions that are being implemented across the globe and people who care enough to make an impact.

Treeshake Team

Strategy: Dave Duarte

Campaign and Content Director: Melissa Attree

Content & Community Management: Megan Damon, Vukosi Mnisi

Art Direction: Alez Odendaal

Design: Robyn De Villiers

Community Management: Phumelele Mbatha, Thameena Dhansay, Kirsten de Klerk, Emma Ferns

Mobilization & Outreach Management: Elaine Rumboll

Technical Lead: Schalk van der Merwe

Mina Guli completes Marathon 200/200 outside the UN in NYC.

Photo credit: Kelvin Trautman

Conserving Culture, Preserving Nature: 10 Influential Voices Changing the Face of Tourism in South Africa

Amidst the vast landscapes, diverse ecosystems, and rich cultural heritage of South Africa, a wave of ecotourism pioneers is emerging, dedicated to preserving the country's natural wonders while empowering local communities. These individuals are not merely tour operators or conservationists; they are storytellers, educators, and innovators, weaving a tapestry of sustainable tourism that benefits both the environment and the people it encompasses.

Ecotourism, a form of responsible travel that minimises environmental impact and fosters socio-economic well-being, is rapidly gaining traction in South Africa. According to the Ecotourism Association of South Africa, the sector contributes over 15 billion rand to the economy and supports nearly 100,000 jobs. More importantly, ecotourism is a catalyst for conservation, generating funds for wildlife protection and habitat restoration.

At the forefront of this movement are 10 influential voices who are passionately committed to sustainable tourism practises. They are establishing eco-friendly lodges and camps, organising wildlife safaris and cultural immersion experiences, and developing educational programmes that promote environmental stewardship. Through their dedication and ingenuity, they are shaping a future where tourism and conservation go hand in hand.

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Justin Hawthorne

Growing up near the breathtaking Table Mountain National Park, Justin Hawthorne had Silvermine's mountains as his literal backyard, sparking a lifelong love for the Table Mountain range. Over the past 35 years, he has transformed this love into a full-time career as a certified mountain guide in South Africa's Western Cape. Specialising in interpretive nature trails and adventurous hikes across the Cape Fold Mountains, Justin shares his passion for nature daily.

As a dedicated advocate for responsible mountain use, he emphasises leave-no-trace principles. Justin's work spans the Table Mountain Chain, the Western Cape mountains, Namaqualand, and the Eastern Cape, showcasing the diverse beauty of the southwestern Cape. With core strengths in botanical interpretation, historical knowledge, and trail expertise, he captures the essence of the region through his photography. Justin is an active member of the Mountain Club of South Africa, contributing to the country's conservation efforts.

Gophari

Farirai Sanyika, a chemical engineering graduate turned travel entrepreneur, embarked on an unexpected journey to success with her Gophari travel blog in 2017. Originating from a post-graduation trip to Mauritius, her passion for travel ignited. While residing in the industrial town of Secunda, she uncovered the charm of Mpumalanga, fostering a deep love for exploring South Africa. Through Gophari, Sanyika showcases the nation's hidden treasures, inspiring others to venture off the beaten path. 

Her proudest moment came in 2018 when she organised her first all-women group trip to Mauritius, fostering a sense of adventure for participants. Sanyika now focuses on arranging more group trips, providing a secure space for women to travel together and build confidence. By embracing Gophari, she discovered her creative flair and a newfound love for digital marketing. Sanyika encourages embracing self-awareness to align work with passion, emphasising the importance of pursuing goals without hesitation. Her only regret is not starting Gophari earlier.

Dawn Jorgensen

In 2010, Dawn embarked on a journey that fused her love for travel and sustainability, giving birth to The Incidental Tourist. As a travel blogger, digital content creator, and freelance writer, she crafts captivating narratives and collaborates with global tourism entities, airlines, and online operators with an eco-conscious approach. Beyond her travel campaigns, Dawn extends her expertise to consulting on ethical travel, social media strategy, and content curation.

Her goal is clear: to inspire diverse readers with engaging content that encourages exploration while emphasising environmental responsibility. This ethos permeates her work in marketing, consulting, and tour operating, where she designs mindful itineraries. Dawn, a recipient of numerous awards, including recognition as a Top 25 Female Trailblazer in Africa Tourism & Hospitality, continues to advocate for impactful change through the powerful combination of words and travel. Her mantra: travel better, not less.

Andrew Campbell

Andrew Campbell, CEO at Game Rangers' Association of Africa and Executive Director at Conservation Matters, hails from the scenic landscapes of South Africa. Raised on a Kwazulu-Natal Midlands farm beneath the uKhahlamba-Drakensberg Park's shadows, he developed a deep connection with nature through walks, rides, and explorations in the hills. Andrew's roots in conservation run deep, inspired by family tales of his great-grandfather's early conservation endeavours.

Starting as a guide at renowned reserves like Dubai Desert Conservation Reserve and Phinda Private Game Reserve, he cultivated a profound appreciation for Africa's wildlife. In 2012, a pivotal moment led him to the Game Rangers Association of Africa, where he found purpose in supporting those who safeguard Africa's wild spaces. Today, Andrew proudly contributes to conservation, inspired by the dedicated rangers who risk their lives for nature's preservation.

Roushanna Gray

Roushanna Gray, the visionary behind Veld and Sea, is a wild food artist, passionate foodie, and dedicated forager with 14 years of experience exploring the diverse flavours of mountains, veld, forests, and gardens. Drawing inspiration from South Africa's breathtaking landscapes, she delves into the rich culinary offerings of inter-tidal rock pools and kelp forests along the coastline. Her journey began in 2007 with a small wild-flavored tea garden, sparking a deepening curiosity for the edible landscape.

In 2013, inspired by her children's adventures, she initiated foraging workshops for kids and later expanded to cater to adults. Veld and Sea officially launched as a full-time business in 2017. Roushanna's commitment to promoting South Africa's local edible plant culture earned her the 2019 Spier Sustainability award and the Most Authentic African Experience award at the Food XX and Eatout awards and the Cape Town Experience Awards, respectively.

Earl Kotzé

Meet Earl Kotzé, a passionate advocate for building community through adventure. Through his blog, "Earl's Trail Tales," Earl makes it his mission to show community members that they can travel, hike, and explore their own towns without breaking the bank. He specialises in facilitating hiking trips, with a particular passion for the Jonkershoek Nature Reserve in Stellenbosch. In this haven of wellness, Earl finds peace amid towering trees and open spaces, where stress dissipates, and mental clarity reigns.

Jonkershoek isn't just about stunning landscapes; it offers tranquility that acts as a mental reset button. His deep connection to this natural retreat extends beyond physical benefits; it's a therapeutic space where emotions are embraced. Earl invites you to join him on a journey where the simplicity of walking becomes a powerful remedy for mind, body, and soul. Embrace the outdoors, and let nature's rejuvenating embrace transform your well-being.

Di Brown

Di Brown, the adventurous South African travel writer behind The Roaming Giraffe, brings tales of escapades, discoveries, and mishaps to her independent travel blog. Standing at a great stature of 155 cm fully grown, she aptly embraces the name "the Roaming Giraffe." Her blog is a refuge for those who prefer personal narratives over ratings, cherish the spirit of new adventures regardless of age, and hold a fascination for Africa.

Di is passionate about responsible travel, promoting earth-friendly living, and advocating for animal rights in tourism. With a love for nature, photography, and community projects, she seeks to make a positive impact. Despite her aversion to new technology, Di embraces her Olympus mirrorless camera, spending her spare cash on camera gear for capturing the beauty of the world. Join her on her journeys, where she strives to be adventurous, admits her lack of foodie prowess, and spreads kindness wherever she goes.

Doris Wörfel

Doris Wörfel, Chair and Founding Executive Director at the African Sustainable Tourism Organisation (ASTO), boasts a remarkable two-decade career in sustainable tourism and socio-economic development. Leading ASTO, a private enterprise dedicated to transforming African tourism through sustainability, inclusivity, and empowerment, she has become a trailblazing figure in the industry. Recognised in UNESCO's "50 Minds for the Next 50 Sustainable Tourism" series and a respected speaker and advisor for UNWTO, EU, and AU, she passionately advocates for ethical and sustainable tourism on a global scale.

Wörfel's expertise, backed by international certifications like UNWTO's Sustainable Destination Management, reflects her commitment to responsible tourism, aligning community well-being with environmental preservation. Through collaborations with UNESCO and the South African Presidency, she spearheaded a Think Tank, driving the Heritage Tourism Development Programme that intricately weaves history, culture, and economic empowerment for enduring positive change in UNESCO World Heritage Sites across Africa and beyond.

Melissa Foley

Melissa Foley, a seasoned tourism marketing consultant, brings over two decades of corporate marketing expertise, extensive global travel, and a decade of NGO consulting to her impactful work. With a unique perspective on ethical travel, Melissa has cultivated an international network dedicated to promoting sustainable practises in the African tourism industry. Through her venture, All About Africa Consulting, Melissa champions a simple philosophy - every member of the tourism supply chain shares a collective ethical duty to safeguard communities, natural resources, and cultural traditions. 

Her pragmatic approach navigates the complexities of sustainability for businesses, emphasising operational practises and policies. Committed to holistic strategies, Melissa addresses global consumer trends, leveraging authentic storytelling to inspire engagement and collaboration. Her true passion lies in fostering lasting partnerships, facilitating the integration of stakeholders, and promoting transformational tourism on a global scale.

Hayley Cooper

Hayley Cooper is a seasoned hospitality entrepreneur, career coach, and vegan consultant with a rich 25-year background in the hospitality sector. From bush camps to restaurants, golf clubs to movie/concert and commercial catering, her diverse experience culminates in her current role managing a 5-star lodge. Based in South Africa's Greater Kruger National Park, Hayley founded Wild Dreams in January 2017, leveraging her profound understanding of reserve and hospitality operations.

A dedicated advocate for veganism and sustainable tourism, she stands as one of Africa's few certified vegan hospitality consultants. Hayley offers vegan hospitality consulting and transition coaching and even authored the ''Your Vegan Bestie ebook.'' Committed to values-aligned careers, Hayley provides F&B assistance, HR admin services, staff training, and consulting for new or restructuring lodges. Passionate about wildlife rehabilitation, she embodies her motto, ''saving an animal won't change the world but it will change the world for that animal.''

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The individuals highlighted in this article serve as a beacon of inspiration, demonstrating that environmental consciousness and economic prosperity can go hand in hand. Their unwavering commitment to sustainable practises and community empowerment offers valuable lessons for all of us.

From their dedication to preserving natural habitats to their efforts to uplift local communities, these ecotourism pioneers embody the essence of responsible travel. They remind us that our choices as travellers have a profound impact on the world around us. By embracing sustainable practises and supporting local initiatives, we can minimise our environmental footprint and contribute to a more equitable and sustainable future for all.

Their stories are a testament to the power of individuals to make a positive difference. They remind us that even the smallest actions can ripple through communities and ecosystems, creating a lasting impact. As we embark on our own journeys, let us draw inspiration from these remarkable individuals and strive to leave the world a better place than we found it.

Is anyone missing from our list? Pop us an email at hello@treeshake.com to let us know, so that we can continue celebrating the top individuals changing the face of tourism in South Africa.

ECO-ESCAPES: 20 ORGANISATIONS BRINGING SUSTAINABILITY TO THE FOREFRONT OF TRAVEL

South Africa, renowned for its breathtaking landscapes and rich biodiversity, stands as a beacon in the realm of global tourism. Boasting diverse ecosystems, from the iconic Kruger National Park to the mesmerising Table Mountain, the nation's allure extends beyond mere sightseeing to a commitment to sustainable exploration. South Africa's ecotourism sector has become a cornerstone of its tourism industry, offering an immersive experience that harmonises with nature while promoting conservation.

In recent years, the country has witnessed a surge in environmentally conscious travel, aligning with a global movement towards responsible tourism. This paradigm shift has given rise to a cadre of organisations dedicated to shaping the future of ecotourism in South Africa. From crafting eco-friendly travel itineraries to providing sustainable accommodation and orchestrating activities that celebrate nature without harming it, these organisations embody a commitment to balancing tourism's impact with the preservation of the nation's natural wonders.

In this celebration of South Africa's commitment to ecotourism, we shine a spotlight on the top 20 organisations bringing sustainability to the forefront of travel. Ranging from meticulous travel planning to innovative conservation initiatives, these organisations weave a tapestry of responsible tourism, inviting travellers to not only explore the beauty of South Africa but also contribute to its preservation for generations to come.

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G Adventures

Since 1990, G Adventures has pursued a mission to change the world through travel. Rejecting the notion of being just another big travel company, they've grown into a global leader in adventure travel with a unique focus on social impact. As pioneers of community tourism, G Adventures builds meaningful relationships with local communities, ensuring that their tours directly benefit the people and places visited. Embracing the power of travel to uplift marginalised groups, they prioritise the well-being of communities, indigenous peoples, women, and youth. 

G Adventures sees travel as a force for good, coining it "G for Good" to encompass their commitment to social, environmental, and ethical responsibility. By choosing G Adventures, you're not just a traveller; you become a friend and contributor to a community-driven movement that extends beyond destinations, making a positive impact on employees, partners, small businesses, and fellow travellers.

Uthando South Africa

Uthando (Love) South Africa, an acclaimed non-profit organisation, proudly holds Fair Trade in Tourism certification. Bridging the gap between tourism and community development, Uthando operates as a unique travelling philanthropy model, embodying the principles of responsible tourism. Their award-winning Philanthropic Educational Excursions connect local and international South Africa-focused travel agencies with well-managed community projects, addressing the nation's pressing social issues. 

These excursions provide guests with an opportunity to experience South Africa's unique spirit of Ubuntu, encapsulated in the phrase 'I am because we are.' These culturally sensitive excursions spotlight deserving community heroes, often overlooked for their nation-building endeavours. In the realm of ecotourism, Uthando's commitment to responsible and respectful travel amplifies its impact on both the environment and local communities.

Coffeebeans Routes

Coffeebeans Routes, led by founders Jethro Louw and Iain Harris since its establishment in 2005, stands out as a creative and cultural travel specialist. Renowned in the travel industry, they've earned international acclaim and secured two prestigious awards for their innovative approach to tourism. With a focus on storytelling, their tours in Cape Town, Johannesburg, Kigali, and Nairobi unfold the vibrant narratives of African cities, embracing contemporary expressions in music, art, fashion, design, food, entrepreneurship, and political history.

The heart of Coffeebeans Routes lies in their commitment to fair trade and sustainability, evident through their Fair Trade certification. Beyond accolades, their dedication to ecotourism is evident in the weaving of urban experiences into comprehensive Pan-African programmes. Collaborating with DMC Creative Travel Africa, they seamlessly integrate wildlife and adventure activities. Grateful for a vast network of contributors—guides, artists, historians, and more—they continue to share the diverse stories that make their impactful work possible.

Ocean Blue Adventures

Ocean Blue Adventures welcomes people of all ages to explore nature and community through their diverse range of activities. A trailblazer in South Africa, the organisation specialises in eco-friendly whale and dolphin marine tours with a strong focus on conservation. Collaborating with the Qolweni Community Development Trust, their operations prioritise community development, education, and research to foster environmental stewardship. 

Ocean Blue Adventures is on a mission to provide guests with an immersive marine experience, raising awareness about marine mammal conservation and the critical need to protect our oceans. Holding a specialist permit, they allow guests a unique, up-close encounter while being respectful and accounting for the well-being of the animals in their wild habitats. Ocean Blue Adventures combines expertise with a commitment to ecotourism, offering unforgettable experiences while safeguarding the natural world.

Able2Travel

Embarking on a mission to transform travel hassles into seamless adventures, Able2Travel is the go-to for accessible and family-friendly tourism. Recognising the struggle of finding suitable destinations, they've dedicated themselves to simplifying the holiday planning process. Born from a personal frustration familiar to many entrepreneurs, Able2Travel emerged as a remedy to the dearth of information on accessible accommodations. 

The founder, fueled by the desire for stress-free exploration, scoured for accessible gems in restaurants, hotels, and activities. Now, armed with a wealth of firsthand knowledge, Able2Travel extends a helping hand to both international and local tourists, ensuring a worry-free travel experience. At the heart of their services is the Able2Travel Accessible Travel Concierge, offering the latest information and third-party services for a comfortable stay.

Hotel Verde

Hotel Verde, a 4-star gem situated just 400m from Cape Town International Airport in South Africa, stands proudly as a carbon-neutral haven. Nestled beside a carefully restored wetland, the hotel provides 151 spacious and tastefully adorned rooms within a lush, green environment. Catering to both leisure and business travellers, it boasts conferencing facilities, a restaurant, bar, and spa. 

A pioneer in sustainable hospitality, Hotel Verde earned LEED Platinum status for both construction and operations, a remarkable feat recognised globally. Notably, it holds a rare double LEED Platinum certification and a 6-star Green Star certification, setting new standards in eco-friendly accommodation. Guided by Ecolution Consulting, Hotel Verde proudly claims the title of Africa's first 100% carbon-neutral hotel, an accolade complemented by various awards, including the prestigious 2022 Eco-Logical Award, showcasing their commitment to eco-conscious hospitality.

Weeva

Weeva, a leading SaaS (software as a service) platform, empowers tourism businesses to embrace sustainable practises, enhancing efficiency and resilience for a positive impact on people and the planet. With a focus on 18 key parameters spanning conservation, culture, community, and commerce, Weeva equips accommodation providers with a user-friendly suite of digital tools, guides, and processes to monitor, manage, and elevate their sustainability efforts. 

In a world where tourism can no longer rely solely on ideals, Weeva emphasises the transformative power of technology to turn idealism into tangible results. Recognising the hospitality industry's significant role, employing 10% of the global workforce, Weeva envisions turning sustainability aspirations into reality, making a meaningful impact on the world through innovative and accessible solutions.

Conservio

Conservio, a leader in planet-positive travel, introduces Africa's finest conservation experiences, unique adventures, and expeditions, all dedicated to preserving ecosystems for future generations. Their curated selection of lodges, cabins, and villas actively contribute to conservation through community engagement, sustainable practises, low environmental impact, and education. 

Led by a diverse team of ecotourism pioneers boasting decades of entrepreneurial experience, Conservio blends a passion for nature with cutting-edge technology. Founded out of a deep love for protecting Africa's wild places, Conservio recognises the pivotal role of ecotourism in securing a future for these spaces. Their mission is to simplify responsible travel decisions, turning every explorer into a proud ambassador for preserving our planet's natural wonders.

Green Corridors

Green Corridors, a purpose-driven organisation, envisions thriving communities harmoniously coexisting with their natural habitats. Focused on social impact, they collaboratively design open spaces in vital local hubs, balancing environmental needs with the unique challenges and opportunities of resident communities. Through purposeful projects and immersive tourism experiences, Green Corridors adds a crucial layer of socio-economic sustainability to the ecosystem. 

In tandem with local communities, Green Corridors promotes multiple avenues for involvement in nurturing their surroundings. The revitalization of these environments yields myriad benefits, from enhanced food security and clean water to improved well-being and significant opportunities for self-employment and skill development. In ongoing collaborations, the organisation proves the rewards of long-term commitment, consistently seeking like-minded partners to join hands in elevating the quality of the environments where communities live, work, and thrive.

Community Conservation Fund - Africa (CCFA)

The Community Conservation Fund – Africa NPC (CCFA) is a non-profit committed to fostering community development for Africa's wildlife and wilderness. Functioning at the crossroads of conservation, ecotourism, and community, CCFA acts as both a fundraiser and grant provider, actively engaging and empowering local communities in conservation areas. Their mission is to create a lasting conservation impact by forging sustainable partnerships with communities. As the official foundation of Mantis, CCFA serves as an executing force, ensuring community participation and benefits in conservation efforts. 

CCFA collaborates with global and local wildlife conservation organisations on projects spanning seven African countries, focusing on diverse initiatives, including gorilla health, clean water provision, wildlife protection, and community support. In 2023, CCFA ventures into new partnerships, notably with Nyosi Wildlife Reserve in South Africa, pioneering rewilding projects that encompass land care, biodiversity conservation, and community-benefit collaborations. The reserve hosts enduring initiatives like "Greening the Community" and "Greening Young Futures."

EcoTraining

Established in 1993, EcoTraining stands as a trailblazer and premier provider of training for safari guides and wildlife experts across Africa. Renowned for setting high standards in the safari industry, EcoTraining offers FGASA and CATHSSETA-accredited career courses, nature programmes, and on-site professional guide training at unfenced bush camps in pristine South African, Botswanan, and Kenyan wilderness. 

With a global reach, EcoTraining has trained individuals from 33 countries, aspiring to be the foremost leader in environmental education by reconnecting people with nature. Their mission is to provide immersive learning experiences for professional safari guides, emphasising community involvement and environmental education across Africa. Committed to instilling the importance of wilderness conservation, EcoTraining envisions participants making a positive impact on the planet in their daily lives after completing their courses.

The Green Cab

Leading the way in sustainable transportation in South Africa, The Green Cab is on a mission to revolutionise eco-friendly travel. Committed to combating global warming and fostering economic and social progress, they actively reduce their carbon footprint through innovative green technologies. Positioned as pioneers in sustainable mobility, The Green Cab has garnered attention from top South African companies that recognise the urgency of environmental responsibility. 

Their groundbreaking initiative not only resonates with businesses but has also sparked interest in the tourism sector. As South Africa embraces responsible tourism principles, The Green Cab stands out for its dedication to minimising the negative environmental impact of travel - an essential move in preserving the country's rich natural beauty. At the forefront of ecotourism efforts, The Green Cab sets a shining example for a greener, more sustainable future.

Fair Trade Tourism

Fair Trade Tourism, a non-profit organisation, serves as a vital hub, offering a networking platform, business guidance, and certification to promote the integration of Fair Trade Tourism's six principles and responsible tourism in daily operations. Collaborating across the tourism value chain, from local micro-enterprises to major tour operators, they ensure that destinations thrive economically while preserving their cultural and environmental treasures. 

Originating as a 2001 project under the International Union for the Conservation of Nature (IUCN) - South Africa, Fair Trade Tourism gained independence in 2004 and has been a global leader in responsible and Fair Trade Tourism ever since. Their vision is clear: global leadership in fair, participatory, and sustainable tourism, with a mission to cultivate a Fair Trade Tourism market that benefits people, businesses, and the environment, especially emphasising their dedication to ecotourism.

Sense of Africa

Sense of Africa is a premier inbound destination management company across Africa, boasting offices in Namibia, South Africa, Kenya, Tanzania, Botswana, and Uganda. Their adept travel consultants specialise in delivering top-notch private guided, self-drive, FIT, and group travel services. Emphasising responsible tourism, the company remains committed to its role in the countries of operation - economically, socially, and environmentally. This commitment is woven into the fabric of their core business values and company culture. 

Sense of Africa takes pride in empowering people, recognising tourism's impact on sustainable economic growth. Through community-based programmes, such as the Tour Guide Academy and learnership initiative, they contribute to skills development and job creation, fostering a lasting positive impact. The company also champions sustainable animal welfare practices, aligning with partners who share their commitment to recognised wildlife conservation standards. Exceptional performance for Sense of Africa stems from the perfect blend of passion, vocation, and a profound love for the countries they represent, making them a compelling force in ecotourism.

Grootbos Private Nature Reserve

In 1991, the Lutzeyer family discovered a charming farm on the fynbos slopes overlooking Walker Bay. Captivated by its beauty, Michael sold his Cape Town business interests in 1994, aiming to create a local bed and breakfast. Little did he know that this venture would draw global visitors. Through hard work, vision, and family unity, the Lutzeyers transformed the site into a leading force in progressive luxury tourism, preserving 3500 hectares of botanical and wildlife treasures. 

As a sustainable tourism leader, Grootbos immerses guests in the fynbos kingdom and ancient forest, boasting 907 plant species, 118 bird species, and various endangered mammals and amphibians. Achieving international acclaim, the Grootbos Private Nature Reserve isn't just a luxury travel destination; it houses the Grootbos Foundation, a 2003 non-profit dedicated to conserving fynbos and empowering communities through ecotourism, enterprise, sports, and education. Their scalable projects promise a brighter future for both people and the environment.

Eco Atlas

Eco Atlas is a comprehensive platform that empowers individuals, families, and businesses to make sustainable lifestyle and travel choices. By utilising its unique search function, users can easily locate eco-friendly places to eat, shop, stay and play in South Africa. The platform showcases businesses that are dedicated to achieving sustainable goals, from recycling to supporting local communities with profit-sharing. Eco Atlas is the first platform of its kind in South Africa to highlight the social and environmental achievements of businesses, and anyone can be listed as long as they meet at least three of the Eco Choice criteria.

Knowledge is power, and Eco Atlas puts the power of choice back into the hands of conscious travellers and active citizens. Users can easily find what they’re looking for with the help of the twenty Eco Choice icons, or recommend a place they love to help grow the eco-ethic movement. With Eco Atlas, individuals can make informed decisions about where to go and source locally produced and earth-friendly goods. The platform is a beacon for positive change, highlighting the efforts of those who walk the talk of social justice and regenerative practices.

Peace Parks Foundation

Dr. Anton Rupert, President Nelson Mandela, and Prince Bernhard of the Netherlands founded Peace Parks Foundation, aiming to prove that humans and nature can live harmoniously. The foundation focuses on restoring and safeguarding extensive ecosystems that surpass human-made borders. Their approach involves establishing a connected network of Transfrontier Conservation Areas (TFCAs) managed sustainably. 

Among their ambitious projects is "Rewilding Africa," where wildlife is reintroduced to areas where species thrived before. This not only brings back biodiversity but also boosts the potential for sustainable tourism, securing the future of protected zones. In collaboration with Mozambique’s National Administration for Conservation Areas, Peace Parks Foundation is actively engaged in the largest rewilding initiatives in southern Africa, revitalising ecosystems in the Mozambican sections of the Lubombo and Great Limpopo Transfrontier Conservation Areas. Their dedication to nature-based tourism contributes significantly to the restoration and protection of these vital landscapes.

CapeNature

CapeNature, overseen by the Western Cape Nature Conservation Board, serves as the primary guardian of the Western Cape's natural beauty. Governed by a commitment to the Batho Pele principles of "we belong, we care, we serve," CapeNature is a government entity managing 31 nature reserve complexes covering 828,506 hectares in South Africa's Western Cape Province. With 25 reserves offering eco-tourism experiences, CapeNature blends adventure and relaxation, from adrenaline-fueled activities like bouldering and kayaking to leisurely pursuits such as hiking and whale watching. 

As custodians of the province's environment, their mission is clear: conserve, protect, and restore nature by inspiring positive change. Rooted in values of service, excellence, and a "people first" approach, CapeNature not only champions biodiversity and awareness but also strives to create an environment that nurtures, motivates, and ensures a sustainable future for the natural heritage they safeguard.

Greenpop Reforest Fest

Reforest Fest, an annual celebration of restoration, unites people in planting thousands of trees amid a unique festive atmosphere. This family-friendly festival combines creativity and participation with interactive art, theatre, and environmentally conscious activities. Attendees engage in restoring degraded land through workshops, talks, and classes. The event features local live music, DJs, and a wholesome food village under the stars. 

Since 2011, Reforest Fest, Greenpop's flagship tree-planting gathering, has empowered participants to plant 5,000 to 10,000 indigenous trees annually. This effort supports Greenpop's Uilenkraal Forest Restoration Project, rejuvenating forest patches at the Platbos Forest Reserve and Bodhi Khaya Nature Retreat. Over 110,000 trees have been planted, aiding habitat restoration for species like the Cape Leopard, Bushbuck, Large-spotted Genet, and baboons. In contributing to ecotourism, Reforest Fest fosters environmental stewardship through an engaging and festive experience.

Tourism Guide Africa

Explore the wonders of Africa through Tourism Guide Africa—a passion-driven hub celebrating the continent's rich cultures, stunning landscapes, and captivating wildlife. They've blossomed into a top online resource for African tourism, fueled by a diverse team of experienced globetrotters and local connoisseurs. Their mission? To spark inspiration, offer guidance, and share hidden tales about Africa's treasures.

This dedicated group believes in travel's incredible ability to connect cultures and foster understanding. Their commitment extends to promoting responsible and sustainable tourism, emphasising benefits to local communities and environmental conservation. With a focus on ecotourism, they strive to showcase Africa's natural marvels while ensuring they remain preserved for future generations. At Tourism Guide Africa, every adventure is an opportunity to bridge worlds, discover hidden gems, and tread lightly on this beautiful continent.

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As we celebrate these trailblazers, we acknowledge their collective impact, transcending beyond tourism. They've become catalysts for change, inspiring a global movement towards responsible travel and environmental stewardship. Their harmonious blend of conservation and tourism sets a remarkable precedent, demonstrating that preserving nature and supporting communities go hand in hand.

Is anyone missing from our list? Pop us an email at hello@treeshake.com to let us know, so that we can continue celebrating the top organisations bringing sustainability to the forefront of travel.

Fashion with a Conscience: 15 Changemakers To Know and Support

In an era where the environmental and social impact of our choices is under intense scrutiny, the fashion industry stands as one of the most influential sectors in dire need of transformation. Globally, it's the second-largest polluter, emitting nearly 10% of the world's carbon emissions and generating immense amounts of waste. However, within this landscape of challenges, a beacon of hope shines through the efforts of a number of passionate individuals dedicated to reshaping the industry.

These South African changemakers have embarked on a journey to minimise harm while maximising style, proving that fashion can be a force for good. They're weaving together threads of innovation, conservation, and community empowerment, steering the fashion industry towards a more sustainable and inclusive future.

From upcycling and recycling to eco-friendly materials and ethical labour practises, these visionaries are leading the charge in changing how we produce, consume, and dispose of fashion. In this article, we will delve into the inspiring stories of these 15 South African individuals, each contributing their unique talents and perspectives to a vibrant tapestry of sustainable fashion. Their work not only exemplifies the potential for positive change but also serves as an inspiring call to action for fashion enthusiasts and environmental advocates alike.

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Alistair Barnes

Alistair Barnes, a creative spirit hailing from the KwaZulu-Natal Midlands, transformed his passion into a mission when he founded Ballo in 2013. Born into a family of art and architecture, Alistair's entrepreneurial journey began when he uncovered a discrepancy in the marketing of imported wooden sunglasses. Seizing the opportunity, he initiated Ballo as a local and eco-conscious brand, crafting sunglasses from wood offcuts and recycled paper. His sustainable vision caught the eye of global consumers, expanding from Cape Town to Germany. 

Ballo's frames diversified to include materials like cork, African fabrics, and upcycled advertising billboards, fostering a unique, handmade touch in each pair. This dedication to sustainability has extended to partnerships with organisations like Greenpop, seeing one tree planted for every online sale, totaling over 1000 trees so far. Most of these trees can be found in reforestation projects along the Garden Route. Barnes firmly believes that sustainability is a journey, and Ballo strives to do its best to please consumers while respecting the planet.

Nick and Nicole Nyalungu

Nick and Nicole Nyalungu, a dynamic husband and wife team, are on a mission to empower the next generation with valuable skills for self-sufficiency. With their innate ability to self-learn and a deep passion for teaching, they've embarked on a remarkable journey. In 2016, they kick-started their creative venture, initially honing their skills in a garage before expanding to a studio shop. Through unwavering support from family, friends, and even kind-hearted tourists they've met along the way, they've become a cornerstone in Whiteriver, crafting handmade goods and eco-friendly products. 

Their sustainable ingenuity shines through, notably in their upcycling of discarded tyre inner tubes into stylish bags, reducing waste while creating fashionable, edgy accessories. With a commitment to quality and a dash of inspiration from nature and African prints, Nick and Nicole passionately craft custom, eco-conscious designs that not only captivate the eye but also echo their dedication to a more sustainable future.

Shamyra Moodley

Shamyra Moodley, founder of the fashion brand Laaniraani, seamlessly merges art and design to honour traditional craftsmanship. With a dedicated team of skilled artisans, she crafts unique sustainable pieces, aimed at bringing happiness, hope, and kindness to both present and future generations. Drawing from her South African roots and Indian heritage, Shamyra meticulously hand-stitches and embroiders ancient fabrics into her creations. Originally an accountant, Shamyra's journey into the fashion world began during her maternity leave, when she launched the Laaniraani blog, sharing her personal style and life story. 

Her passion for fashion was nurtured by memories of her seamstress grandmother, who inspired her love for fabric artistry. Leaving her accounting career behind, Shamyra's commitment to sustainability shines through in her handmade, eco-conscious garments crafted from donated and reusable materials. She strives to minimise waste and emphasises the beauty of sustainable living, rooted in her family values. For Shamyra, control and authenticity take precedence over mass production, as she continues to create her designs with instinctive artistry in her personal workspace.

Cleo Droomer

Cleo Droomer, the South African story-tailor, seamlessly weaves the past into the future through his design practice. With a profound connection to clothing's storytelling potential, Cleo embarked on a transformative journey in 2021. Leaving behind a corporate fashion background, he established his home-atelier in Makhanda, where nature nurtures his creativity. In his mission to harmonise with the Earth, Cleo crafts all his garments using sustainable materials such as organic hemp, cotton, and upcycled natural fibres. 

The thread of ancestral symbolism runs deep in Droomer's creations, evident in his Droom Coats that utilise every fabric scrap, ensuring zero waste. Cleo's innovative approach to sustainability goes beyond preservation; he seeks to redefine how we live and create, earning him the Changemaker Award at the 2022 Twyg Sustainable Fashion Awards. Cleo envisions fashion that blends glamour and magic with ecological sensitivity, breathing life into timeless narratives through slow, tactile craftsmanship.

Sindiso Khumalo

Sindiso Khumalo, a Cape Town-based sustainable textile designer. Blending her background in architecture and design for textile futures, she launched her eponymous label, focusing on crafting contemporary, eco-conscious textiles with a rich African narrative. Khumalo handcrafts her collection's textiles using watercolours and collage, creating a vibrant visual style inspired by her Zulu and Ndebele heritage, and her homeland of Kwazulu Natal.

Sustainability, craftsmanship, and empowerment are central to her brand, with close collaborations with NGOs to create handmade textiles. Her creative talents extend from fashion to book covers and interior design. A fervent advocate for sustainable fashion, she's spoken at the United Nations and partnered with the International Trade Centre Ethical Fashion Initiative. Her work has graced prestigious stages like Milan Fashion Week, and her art has been displayed in renowned institutions worldwide. Featured in leading publications, Sindiso Khumalo's eco-conscious journey aligns with her passion for fashion and empowerment, culminating in her recognition as an LVMH finalist.

Megan Art

Megan Art, a dedicated fashion designer hailing from Cape Town, has redefined sustainability as a way of respecting both the people in the industry and our environment. Founding the brand Artfit, Megan creatively crafts her clothing using fabric off-cuts and materials from local factories and shops, ingeniously sidestepping the need to purchase new textiles. The brand's name, Artfit, embodies the fusion of fashion and art, incorporating inventive patterns and a sustainable ethos. Notably, Megan has recently designed a collection utilising old curtains, illustrating her commitment to breathing new life into discarded materials.

Her journey into sustainability began during her fashion school days when she couldn't afford new fabrics. This compelled her to upcycle and repurpose materials from old seat covers and furniture coverings, giving them a stylish second chance. Megan believes that sustainability is all about shifting our perspective on waste, finding value in the seemingly insignificant, like a simple black bag, and fostering a more conscious approach to fashion. In a South African fashion landscape often overlooking fair wages and eco-conscious practises, Megan Art champions a cause that marries creativity and responsibility.

Izak du Plessis

Izak, the visionary behind Shiftr, an online marketplace dedicated to sustainability, emerged in the wake of the 2020 pandemic, aspiring to be the go-to choice for eco-conscious shopping. Hailing from the lush landscapes of Limpopo, his childhood instilled a deep love for nature and wildlife. Previous experiences in environmental consulting, mining, and the corporate world revealed the urgent need for a shift towards sustainability, with the environment often overlooked for profit.

During the global pandemic, the concept of Shiftr materialised, riding the wave of growing environmental awareness and the trend of second-hand shopping. Izak, a Bachelor of Science Honours graduate in Geoinformatics, seized the opportunity to make a meaningful impact. Shiftr tackles two crucial issues: it empowers vendors to sell their products online effortlessly and offers conscientious consumers a consolidated platform for sustainable choices. Izak's journey embodies a commitment to a more sustainable world, one Shiftr click at a time.

Samkelisiwe Mhlongo

Samkelisiwe Mhlongo, the creative force behind St Reign, introduces an eco-conscious dimension to the world of accessory design. St Reign is a purveyor of "vegtan" leather goods, showcasing a minimalist aesthetic defined by timeless, sleek lines. Samkelisiwe champions sustainability in design as a commitment to the planet's future, advocating for garments that are both environmentally friendly and ethical in production. Materials are sourced locally, fostering collaboration with artisans who infuse each piece with a unique craft. 

Notably, her Imbadada Collection is inspired by Zulu Izimbadada sandals, supporting men residing in hostels across South Africa, their primary source of income. Recycled tyre straps, skillfully adorned with intricate patterns by these artisans, grace her bags. Recognised as an Emerging Creative by Design Indaba in 2020 and a TWYG Sustainable Fashion Awards nominee in 2022, Samkelisiwe envisions St Reign growing into a luxury African brand with a global presence. Her future plans encompass international recognition and a commitment to empower youth through leather tutorials, enhancing the brand's impact.

Esethu Cenga

Esethu Cenga is an avid advocate for sustainability and development, with a special focus on Africa. She firmly believe that for humanity to thrive, sustainable practices that consider not just profit but also people, the planet, and overall well-being are essential. Esethu holds a Masters of Commerce Degree in Economic Development from the University of Cape Town, in addition to undergraduate and honours degrees in Politics, Philosophy, and Economics. This well-rounded academic background equips her with a deep understanding of the challenges brought about by globalisation and the potential solutions for Africa.

Esethu's commitment to sustainability is exemplified by her co-founding of Rewoven, a textile recycling startup dedicated to diverting fashion waste from landfills and creating employment opportunities. Rewoven collects textile waste at the source, promoting eco-friendly practices, and turns it into various products for industries such as furniture, automotive, construction, and fashion. The ultimate goal? A fully circular, environmentally-conscious clothing industry in Africa. To date, Rewoven has saved over 500,000 kilograms of textiles from ending up in landfills, all while providing employment for seven individuals.

Jacques Bam

Jacques Bam began his design journey at the age of 9, fueled by an enduring passion for the fashion world. Graduating with top honors, he earned a BA in Fashion Design in 2017 and a BA Honours in Fashion in 2018 from LISOF. During his academic pursuits, Jacques delved into the realms of styling and costume design, interning with Ky Boshoff and Pierre Viennings.

His breakthrough came when he clinched the SA Fashion Week student competition during his BA Honours, paving the way for him to gain valuable business insights from renowned South African design houses ERRE and Isabel de Villiers. In 2019, he officially launched The BAM Collective as a finalist in the SA Fashion Week New Talent Search. The brand stands out for its sustainable ethos, offering made-to-measure garments to reduce waste and ensuring that each piece becomes a lasting investment for every client. Jacques Bam's approach to South African luxury fashion is marked by a joyful and collective spirit, where employees enjoy safe, stress-free environments, above-average wages, and continuous business training.

Cyril Naicker

Cyril Naicker, a renowned South African fashion expert, brings over two decades of fashion industry experience to his role as a sought-after fashion consultant, mentor, and influencer. With qualifications in fashion design, Cyril has passionately advocated for ethical and sustainable fashion practices. He has contributed to leading international fashion publications, including Glamour and Elle, and frequently lends his insights at events. Cyril is a founding member of Fashion Revolution Cape Town, demonstrating his commitment to sustainability.

As a versatile professional, Cyril's mission is to elevate local fashion while prioritising fair and ethical practices. He serves as an accelerator, aiding aspiring fashion designers, an incubator, guiding local entrepreneurs holistically, and a sustainability consultant, implementing safety protocols for fashion production. His strong ethical stance was showcased when he represented South Africa at the United Nations panel on sustainable fashion in 2021. Cyril envisions a future where honour and integrity guide businesses towards sustainable choices over quick profits.

Lucilla Booyzen

Lucilla Booyzen, the founder and CEO of South African Fashion Week (SAFW), is a driving force in the South African fashion industry. With over two decades of experience, Lucilla has not only nurtured emerging talents but also steered SAFW as the country's longest-running B2B platform. In 2021, during SAFW's 25th anniversary, she reaffirmed her dedication to job creation, having since forged partnerships with textile industries, providing opportunities for South African designers. Notably, she negotiated a deal for local designers to access training at Italy's Polimoda and the Camera Nazionale della Moda Italiana. 

Since initiating SAFW in 1996, Lucilla's contributions have far superseded just runway shows. She has introduced talent searches, ethical sourcing initiatives, and sales agencies, all while championing sustainability and ethical practices. Recognised for her achievements, including the Shoprite Checkers Woman of the Year award, Lucilla Booyzen continues her mission to promote job creation and elevate the South African Creative Design Industry in a meaningful way within the nation's economy.

Dr. Erica de Greef

Dr. Erica de Greef, a co-founder of the African Fashion Research Institute (AFRI), is a prominent figure in the fashion world. She serves as a Curator at Large in Fashion at the Zeitz Museum of Contemporary Art (MOCAA) in Cape Town and is an active member of the Steering Committee for the Research Collective for Decolonising Fashion. Holding a PhD in African Studies from the University of Cape Town, her research, titled 'Sartorial Disruptions,' thoughtfully examines the evolution of fashion collections and exhibitions in South African museums, particularly in the post-apartheid era.

Erica is not only an accomplished author and curator but also a dedicated academic, having contributed to curriculum development and supervision in various fashion institutions. Her co-editorship of 'Rethinking Fashion Globalisation' in 2021 showcases her commitment to progressive perspectives in fashion. Erica's tireless efforts in decolonial fashion activism, academia, and curation have left an indelible mark on the fashion landscape.

Katherine-Mary Pichulik

Katherine-Mary Pichulik serves as the Founder, Co-CEO, and Creative Director of ethical jewellery, accessories atelier PICHULIK. Her journey began in 2012, crafting handmade pieces that swiftly turned a pastime into a thriving brand. Inspired by transforming everyday materials into exquisite designs, she embarked on this creative path after earning a BA Honours in Fine Arts from Cape Town University. PICHULIK, rooted in the beauty of ceremony and connectivity across continents, embodies the ethos that "we are not ranked, we are linked," reflecting Gloria Steinem's words. 

Through her jewellery, Katherine explores the universal significance of women's roles and initiations globally. PICHULIK prioritises sustainability, promoting social equity by fairly compensating crafters, nurturing skills, and fostering a healthy, inclusive work environment. Operating from their Cape Town studio, the brand champions economic growth locally, embodying their commitment to sustainability through actions rather than words.

Lesiba Mabitsela

Lesiba Mabitsela, a versatile fashion practitioner and interdisciplinary artist, resides in Noordwyk, where his studio practice spans between Noordwyk, Midrand, and Cape Town. His creative interventions transcend fashion, design, visual, and public art, exploring the fusion of costume, video, photography, and performance. Leveraging a fashion design background, Mabitsela delves into post-colonial 'blackness,' gender, and religious themes, challenging Western beauty ideals. His work questions the politics of identity construction in contemporary fashion, using clothing as a tool for political resistance.

Beyond his artistry, Mabitsela is the founder and creative director of Lesiba Mabitsela Studio (Pty) Ltd, a luxury clothing brand dedicated to transdisciplinary projects uncovering African fashion histories and identities. As a founding member of the African Fashion Research Institute (AFRI) and a former Andrew W. Mellon Foundation scholar, Mabitsela significantly contributes to the evolving landscape of fashion education and creative arts.

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From artisans crafting ethically sourced garments to designers redefining the very essence of style, each one of these remarkable individuals reminds us that the fashion industry can be a force for good. They have sewn together the threads of innovation, ethics, and passion to create a tapestry of change that not only celebrates the beauty of our planet but also uplifts the lives of those who call it home.

As we reflect on their incredible contributions, we find ourselves entering a new era in fashion, one where sustainability, inclusivity, and conscious consumption are prioritised. Let their stories inspire us, let their work guide us, and let their commitment remind us that the choices we make as consumers can shape a better, more sustainable world. The future of fashion lies in our hands, and it's individuals like these who show us the path to a brighter, more stylish, and sustainable tomorrow.

Is anyone missing from our list? Pop us an email at hello@treeshake.com to let us know, so that we can continue celebrating the individuals fashioning a sustainable future.

SUSTAINABLE STYLE: 25 ORGANISATIONS REDEFINING THE FASHION INDUSTRY

Across the diverse fashion landscape of Africa, a revolution is unfolding - one stitched with sustainable threads and dyed in the hues of innovation. From bustling marketplaces to flourishing design studios, Africa is fostering a rising wave of visionary, sustainable fashion organisations. This groundbreaking shift comes as a response to the environmental and ethical challenges posed by the conventional fashion industry, which is one of the world's largest polluters, accounting for about 10% of global carbon emissions.

The 25 sustainable fashion organisations on this list are redefining the paradigm, intertwining traditional craftsmanship with eco-conscious practices. They emphasise circularity, utilising recycled materials and reducing waste, while prioritising fair labour practices and empowering local artisans. Moreover, these organisations are reimagining fashion's carbon footprint, making strides toward carbon neutrality and mindful consumption.

By incorporating cutting-edge technologies and embracing holistic sustainability, they are fostering a new era of fashion - one that marries style with an unyielding respect for the planet and its people. Join us as we celebrate and unravel the inspiring stories of these 25 trailblazers, weaving the fabric that redefines the very essence of the fashion industry as we know it today.

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Vivobarefoot

Founded in 2012 by seventh-generation cobblers Galahad and Asher Clark, Vivobarefoot champions sustainable footwear, epitomising the belief that barefoot shoes are not only healthy for individuals but also for the planet. Their vision is to reconnect people with nature, inspiring a world with less cushioning and more sensory connection. Vivobarefoot's goal is to create regenerative footwear and experiences that bring wearers closer to the natural world.

Recognising the human foot as a biomechanical masterpiece, Vivobarefoot designs footwear to be wide, thin, and flexible, closely resembling the experience of going barefoot. This approach fosters natural foot strength and movement, enabling wearers to truly feel the earth beneath them. By prioritising this sensory connection between feet and the brain, Vivobarefoot shoes facilitate a profound reconnection to the world around us, offering a unique way to being closer to nature.

Shiftr

Shiftr, the brainchild of founder Izak du Plessis, emerged from a deep-rooted passion for environmental preservation. After years in corporate settings, witnessing profit overshadowing ecology, Izak envisioned a platform that champions sustainability. In 2020, amidst the pandemic, Shiftr was born to cater to a growing eco-conscious community.

This third-party e-commerce marketplace focuses on three core categories: Pre-Owned, Zero Waste, and sustainably made products. Shiftr's mission is to redefine shopping by promoting ethical, sustainable choices in clothing, lifestyle, and home goods. Their curated selection showcases quality and sustainable designs, inspiring a purpose-driven generation.

Shiftr serves a dual purpose: first, it empowers vendors to sell products effortlessly, eliminating the need for individual websites. Second, it provides consumers with a consolidated hub for conscientious shopping. With Shiftr, the world can shift towards a more sustainable future where products outlast lifetimes.

Twyg

Twyg, a South African online magazine, exists and operates at the intersection of fashion and sustainability. It was founded by Jackie May in 2018 as the country's first lifestyle not-for-profit media organisation with a mission to drive positive behavioural and systemic change through fashion-focused content. 

Through compelling news, features, workshops, and campaigns in Africa, Twyg empowers its readers to make informed decisions and reevaluate their actions in a complex world. Their goal is to catalyse a transition towards sustainable, regenerative living and a just, inclusive, green, and circular economy. Rooted in the values of human connection and our connection with nature, Twyg is a driving force for a kinder, fairer, and more inclusive future that embraces nature-friendly principles.

Relate Bracelets

Relate, a 100% non-profit social enterprise, envisions empowering underprivileged individuals for improved livelihoods. Making and selling handcrafted beaded bracelets, they channel proceeds to global charities and foster employment in low-income areas. Their unwavering mission is to continually generate life-changing opportunities worldwide. Using a sustainable business model centered around these bracelets, Relate transforms lives, offering bracelet makers newfound skills, employment, and dignity. 

A share of bracelet sales funds supports struggling enterprises in disadvantaged communities. Collaborating with aligned entities, businesses, retailers, and individuals, Relate amplifies charity support, job creation, and positive impacts globally. Each Relate bracelet, marked with the distinctive 'R' bead, symbolises authenticity, assuring your contribution directly aids the chosen cause and truly betters the lives of its creators.

Vintage with Love SA

Vintage with Love, founded by fashion-forward visionaries Leigh Ord and Jacquie Myburgh Chemaly, is a charitable fashion initiative making waves in Johannesburg, Cape Town, and beyond. This non-profit organisation seamlessly blends fashion and philanthropy, inviting women and designers to contribute their gently worn treasures for a meaningful cause. They aim to empower communities through literacy programmes by turning closet decluttering into a force for good. 

The process is simple – donate your pre-loved garments, and Vintage with Love takes care of the rest. They curate, market, and sell these fashion gems, with all proceeds funnelled towards impactful charity projects. Vintage with Love isn't just good for the planet and your wallet; it's also great for those in need. Their annual pop-up sales are a must-visit for fashion enthusiasts, offering guilt-free shopping experiences. With just R50, you can help keep a child in a learning programme for a week!

Maven Sustainable

Maven is a curated secondhand fashion collection making a positive impact on the planet, one stylish piece at a time. Offering a carefully selected range of secondhand clothing, shoes, and accessories for Women, Men, and Kids, Maven prides itself on being #proudlynotnew and #proudlysouthafrican.

Founded by Teri and Jane, former advertising colleagues turned eco-conscious entrepreneurs, Maven began with a shared passion for fashion and environmental sustainability. Motivated to reduce clothing waste and combat the fashion industry's adverse environmental effects, they envisioned a circular economy. Maven encourages the reuse of beautiful, unworn wardrobe items, promoting a more sustainable lifestyle.

Shoe Rehab

Shoe Rehab is Cape Town's premier destination for eco-conscious sneaker enthusiasts. Specialising in professional sneaker laundry and restoration, they use environmentally friendly supplies and minimal water to clean, repair, and restore all shoe types within 24 hours. 

Committed to sustainability, Shoe Rehab's expert technicians are dedicated to prolonging the life and appearance of your favourite footwear. Their clientele consists of ethical and slow fashion aficionados who value the longevity of their shoes. As South Africa's leading eco-friendly shoe care provider, Shoe Rehab strives for resource efficiency and a smaller environmental footprint in every step they take.

The Joinery

The Joinery, a sustainable and ethical product design brand based in South Africa, holds a strong commitment to both the planet and its people. They transform plastic waste into luxury products, having already rescued over half a million plastic bottles from landfills and oceans. The brand collaborates with local sewing co-operatives, up-skilled artisans, and sustainable production houses, contributing to job creation and community empowerment. 

Upholding an eco-conscious ethos, The Joinery's fabrics consist entirely of recycled plastic bottles, and they utilise vegetable-tanned leather, recyclable packaging, and eco-friendly materials throughout their process. Their dedication extends to supporting NGOs, offsetting their carbon footprint, and forging meaningful partnerships for a sustainable future.

Rethread Africa

Rethread Africa is a sustainable materials startup revolutionising the fashion industry. Their breakthrough technology transforms agricultural waste into biodegradable textile fabric, enriching soil when decomposed. Aligning with nature, their fabric bridges fashion and sustainability, aspiring to displace 15% of polyester within a decade. By upcycling agro-waste into bio-based synthetics, they preserve quality while minimising resource usage, offering an eco-conscious alternative to petroleum-based materials. 

Sourced ethically from smallholder farmers, this innovative fabric naturally decomposes, contributing to a cleaner, greener planet. With the fashion industry's immense ecological footprint in mind, Rethread Africa strives to combat this, combating oil consumption, microplastic pollution, water contamination, and greenhouse gas emissions.

Ballo

Ballo, founded by Alistair Barnes in 2013, is a brand dedicated to ethical craftsmanship. Rooted in a passion for nature and the outdoors, Ballo creates unique sunglasses and goods from sustainable materials, prioritising the planet over profit. Based in Cape Town, Ballo also addresses high unemployment rates by employing and empowering individuals through the 23 meticulous processes used to make their sunglasses. Committed to sustainability, Ballo exclusively uses recycled and upcycled materials, such as wood offcuts, recycled paper, and bio-resin in their frames. 

They spread positivity by partnering with causes they believe in, including environmental initiatives like 1% for the Planet and GreenPop, Gender Equality through Women for Change and Langa For Men, and Education by supporting SurfPop and Sentinel Ocean Alliance. Ballo's mission is to convey these values to customers through the product's quality, the brand's positive energy, and the unique story behind each item.

PICHULIK

PICHULIK is an ethical jewellery and accessories atelier in Cape Town, drawing inspiration from global traditions and ancient cultures. Their designs embody sacred feminine wisdom, encapsulating empowerment and honouring brave women's narratives. Each handcrafted piece tells a unique story using organic materials and locally sourced repurposed rope, adorned with distinct exotic elements. Rooted in African artistry, PICHULIK promotes bravery and beauty, affirming that "You are Enough." 

Led by Founder and Creative Director Katherine-Mary Pichulik, a dedicated team of pan-African women meticulously crafts each item. Sustainability is at the core of their ethos, focusing on fair wages, skill preservation, and eco-conscious packaging. PICHULIK's commitment extends to community engagement, recycling, and encouraging mindful fashion choices for a more sustainable future.

Spiritgirl

Spiritgirl is a nature-inspired, travel-loving sustainable fashion brand, embodying fearless adventure. Committed to empowering women's self-expression, they offer earth-loving apparel made from sustainable, high-quality fabrics. Designed for a comfortable fit and to minimise the environmental footprint, their clothing is proudly crafted in Cape Town, supporting the local community. 

Spiritgirl's dedication to environmental and social responsibility is evident in their conscious production practices, ensuring minimal harm to people and the planet. They encourage responsible garment care for lasting wear and proudly partner with Ocean Co. to fund plastic collection, combating the pressing issue of ocean-bound plastic. With every swimsuit purchase, Spiritgirl funds the collection of 1kg of plastic, aligning with their ongoing mission to preserve and celebrate our oceans.

Onrotate

Dorita and Kelley, co-founders of Onrotate, are passionate advocates for sustainable fashion. Onrotate’s modern approach aims to reduce the environmental impact of fashion while sharing contemporary designs in an eco-friendly, wallet-friendly way. Inspired by quality over quantity, they aim to revive the appreciation for lasting fashion in today's ever-changing world. Onrotate's peer-to-peer rental model minimises waste and extends clothing lifecycles. 

By renting rather than buying, users can reduce their environmental impact by up to 30 percent. Each item listed includes an environmental savings calculator to showcase the positive choices made. Committed to making a difference, Onrotate partners with Dress It Forward, an organisation dedicated to helping South African matriculants in need. They provide pre-loved attire to deserving students who may struggle to afford graduation outfits. Onrotate gladly contributes suitable pieces to support this meaningful cause.

Research Unit

Research Unit, a utilitarian brand, creates elevated, sustainable apparel and accessories for all ages. Founded by Erin-Lee and Chad Petersen, their journey began in 2013 with handcrafted accessories, evolving to elevated basic apparel in 2018. Their meticulous design approach emphasises materials, form, fit, and function, ensuring attention to detail. Empowering communities is at the heart of Research Unit's mission, working closely with skilled individuals, particularly women, across Cape Town, from Hanover Park to Khayelitsha. 

Their small-batch production reduces waste, with leftover fabric repurposed for packaging. Hand-crafted and limited-run pieces, from clothing to bags, prioritise lasting quality over mass production, promoting sustainability. Erin-Lee and Chad are dedicated to sharing their expertise and supporting individuals from disadvantaged backgrounds, fostering a thriving community.

African Fashion Research Institute

The African Fashion Research Institute (AFRI) is a dynamic hub uniting African fashion academics, creatives, and activists. It pioneers fashion-driven decolonial research, fostering global and local engagement. Through online resources and partnerships, AFRI highlights African fashion's cultural significance, challenging colonial legacies. This multifaceted initiative aims to establish a digital and physical platform for exhibitions, podcasts, workshops, and more, expanding accessibility and archives. 

AFRI's mission encompasses original interdisciplinary research, mentorship for emerging scholars, and collaboration with fashion institutions worldwide. By reimagining African fashion's history and role in identity politics, AFRI contributes to critical dialogues and cultural repositioning. In a continent where fashion intricately intertwines with politics, culture, and identity, AFRI offers a vital lens, ensuring sustained attention and innovation in this transformative field.

SA Fashion Week

South African Fashion Week (SAFW) champions the transformative potential of a thriving fashion design industry for South Africa's economy and cultural heritage. As a globally acknowledged institution, SAFW has significantly propelled the national fashion landscape over the past decade. Their platform cultivates local brand appreciation, uniting retailers, manufacturers, and emerging designers to nurture an authentic South African fashion culture. 

SAFW actively facilitates retail support for SA designers through trade shows and innovative initiatives, challenging the prevalent reliance on cheap imports. Advocating for a shift towards local production, they urge both the mainstream and government to invest in revitalising the textile industry, fostering sustainable growth, and replacing the hold of fast fashion. In this pivotal moment, SAFW endeavours to amplify the influence of South African designers, recognising fashion's extensive impact on society.

Bamboo Revolution

Founded in 2012 as an eco-conscious watch brand, Bamboo Revolution has evolved into a global pioneer of sustainable fashion and recyclable wearables. Committed to the mantra "reduce, reuse, recycle," they craft minimalist, timeless designs that seamlessly blend with any environment. Bamboo Revolution's core component is bamboo, chosen for its rapid growth, strength and durability, and oxygen-releasing properties.  

They also champion social responsibility by supporting local enterprises and collaborating with small businesses, fostering a greener, more accessible, eco-friendly fashion environment. With every purchase, customers participate in social-economic change, empowering local artisans and senior citizens. Bamboo Revolution proudly partners with Ikamva Labantu, a Cape Town-based organisation, benefiting senior citizens and artisans through their shweshwe-based products. As agents of social change, they remind us that we are all connected, sharing the privilege and responsibility of creating a sustainable future.

Sexy Socks

Sexy Socks, a socially-conscious fashion brand, emerged in 2014 when founder Dave Hutchison recognised the plight of South African children attending school without proper footwear. This ignited the brand's mission: for each pair of Sexy Socks sold, one is donated to a South African child in need. Beyond its one-for-one commitment, Sexy Socks serves as a platform for teaching social entrepreneurship to students during sock deliveries. This underscores their belief that business can catalyse positive change.

Proudly designed and crafted in Africa, Sexy Socks incorporates bamboo into their products, prioritising eco-friendliness, antibacterial properties, and supreme softness. Their range extends to premium combed cotton socks and Sexy Jocks, infusing everyday essentials with a touch of Sexy Socks' distinctive flair. Passionate about making a difference, Sexy Socks combines style with purpose, offering warm toes and a brighter future for South African children.

HempLove

HempLove, a female-led ethical slow fashion brand based in Cape Town, embodies the belief that sustainable fashion can positively impact the planet and future generations. Rooted in transparency, honesty, and a love for nature, HempLove prioritises fair trade raw material sourcing, eco-conscious manufacturing, and community engagement across Africa. 

Furthermore, HempLove is dedicated to empowering women in Africa, fostering skill development, and showcasing sustainable fashion on global stages. Positioned at the forefront of Africa's sustainable movement, they set high standards, aiming to transform both the textile and cosmetic industries by advocating for conscious living. With a commitment to education and awareness, HempLove champions industrial hemp and its versatile applications on regional and international platforms.

Swyft Lab

Swyft Lab is a forward-thinking fashion brand dedicated to supporting the creative community and celebrating local craftsmanship. Harnessing the artistic talent of South Africa, Swyft Lab breathes new life into fashion items through innovative upcycling, design, repair, and expert cleaning services.With a strong commitment to people and the planet, Swyft Lab transforms preloved fashion pieces into canvases for fresh South African creative talent. Their mission is to offer a sustainable, affordable, and stylish alternative to fast fashion, extending the lifespan of preloved items.

Beyond fashion, Swyft Lab is on a mission to educate consumers about conscious habits, emphasising the importance of garment and footwear maintenance and the role of upcycling in reducing landfill waste. Additionally, they're dedicated to empowering Johannesburg's youth by training them as technicians, providing cleaning and maintenance services, and creating opportunities for urban youth to increase their earning potential.

UpswingSA

UpswingSA, formerly known as The Skills Development Programme, is a Non-Profit company committed to fostering a community of sustainability-driven women. Founded by the mother-daughter duo of Ayisha and Fatima in Cape Town's southern suburbs, UpswingSA addresses a vital need for working-class women. Their mission involves equipping women from diverse backgrounds with entrepreneurial skills, promoting self-employment, and nurturing job opportunities through eco-conscious arts and crafts.

Distinguished by their unwavering commitment to safeguarding the dignity of all living beings and preserving the environment, UpswingSA specialises in second-hand trading and upcycling. By transforming the old into something new, they combat the pollution threat posed by fast fashion. Their talented artisans craft items such as hair accessories, dolls' clothing, and various creative products. Additionally, they operate a second-hand shop featuring clothing and books, aligning with their sustainable vision. UpswingSA is at the forefront of empowering women while championing a greener, more responsible fashion industry.

The Sewing Café

Established in 2012, The Sewing Café operates as a dedicated apparel factory, crafting designs into beautiful finished products. Offering everything from small to large production runs, along with pattern making and sampling services, their passion for fashion, textiles, and fabric fuels their work. Since inception, they've empowered over 100 unskilled individuals from marginalised communities, providing training and job opportunities. Their primary CMT Studio serves as a launchpad for textile entrepreneurs, granting access to equipment and guidance. 

Moreover, The Sewing Café runs an Afternoon Sewing Club programme for Masiphumelele High School students, nurturing budding talents and enabling them to create their own designs. The impact is tangible, with numerous students launching businesses or finding employment within the sewing sector, showcasing the transformative power of skill development. From women's fashion to school uniforms, their dedicated team crafts diverse orders, epitomising sustainable and community-centric fashion.

Equator The Belt Factory

Equator, a leading belt design and manufacturing brand, embodies a commitment to excellence in people, products, and supply chains. Inspired by Earth's equator, they integrate cutting-edge technology and design trends while carefully considering environmental and societal needs. Achieving a Five Star Green Star Certification in 2020 marked a pivotal moment, aligning Equator with a circular economy and carbon neutrality vision. Acknowledging that sustainability is a continuous journey, they focus on how their belts are made, their composition, and packaging/distribution. 

The Equator family, with a significant representation of empowered women, values authenticity, self-expression, and community development. Their balanced business approach prioritises both human and financial capital, nurturing respectful relationships with customers, suppliers, and their team. Transparent communication and impactful actions guide Equator as they steadily advance towards a more sustainable future.

Studio Candor

Studio Candor is a proudly South African sustainable clothing brand situated amidst the sun-kissed shores of Cape Town. Specialising in matching two-piece sets, their creations embody a timeless softness, designed for both comfort and nostalgia. Every garment is meticulously crafted with sustainability and longevity in mind, proudly produced transparently and ethically in their Cape Town design studio. 

Drawing inspiration from Dr. Seuss' The Lorax, their motto, "Plant the Seed," encapsulates their dedication to fostering positive environmental and societal impacts. Additionally, committed to challenging traditional fashion norms, they advocate for gender neutrality and LGBTQ+ inclusivity, promoting authenticity in self-expression. As they evolve, they aspire to build a community that shares their values, promoting conscious consumption and sowing the seeds of a more sustainable and inclusive future.

Loskop

Loskop, a Cape Town-based brand, champions sustainable fashion with a focus on high-quality, vibrant essentials. Their locally designed and ethically manufactured garments cater to individuals who value unique style over fleeting trends. Timelessness, quality, and ethical craftsmanship define their ethos, radiating positivity to each customer. Loskop's production is personal, happening in their own garage, where each piece receives meticulous attention, embracing imperfections that add character. 

Their slow model ensures limited production with a commitment to zero-waste practices, repurposing even the tiniest fabric scraps. They also promote the circular economy through a rental service, catering to festival-goers looking for eco-conscious choices. With a small carbon footprint and a dedication to sustainability and transparency, Loskop strives to make a positive impact in the fashion industry.

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These visionary initiatives have not only harnessed Africa's rich cultural heritage but also its wealth of sustainable resources to create fashion that is both exquisite and environmentally conscious. From upcycled fabrics to community upliftment, they are proving that fashion can be a force for positive change.

But the journey doesn't end here. As consumers, we hold the power to support these endeavours by choosing sustainable fashion, advocating for fair labour practices, and spreading awareness about their vital work. Let's continue to celebrate and amplify the voices of African sustainable fashion organisations, and together, we can shape a more conscious and responsible fashion industry for generations to come. It's time to wear our values and make sustainable fashion the new norm.

Is anyone missing from our list? Pop us an email at hello@treeshake.com to let us know, so that we can continue celebrating the organisations redefining the fashion industry.