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.
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.
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.