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.
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.
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.
