It’s a surreal feeling to see a dream you’ve poured your heart into be recognized in such a big way. Being crowned Best Sustainable Fashion Brand at the SA Fashion Awards 2025 is one of those moments that makes you pause and reflect on the journey that brought you here. When I started Yarnh, my vision was simple: to create menswear that was different. I wanted to build a brand that was creative, fun, and a true reflection of the incredible craft and spirit of South Africa. An award like this… it’s not just a trophy. It’s a validation of that vision, and honestly, it’s still sinking in. The path to this moment hasn’t been straightforward. When I first entered the fashion industry, sustainability wasn’t the buzzword it is today. It was something you did because it felt right, not because it was trendy. I remember those early conversations with potential investors and partners, trying to explain why we were choosing more expensive, sustainable materials when we could easily cut costs with conventional options. Some people got it immediately; others needed more convincing. But I knew in my gut that this was the only way forward for Yarnh. From day one, we’ve been committed to doing things our own way. We’ve chosen the road less traveled, focusing on timeless pieces rather than fleeting trends, and on sustainable practices that honor both people and the planet. This meant making difficult decisions, sometimes turning down opportunities that didn’t align with our values, and always asking ourselves: “Is this the right thing to do?” rather than “Is this the profitable thing to do?”
Innovation Born from Necessity: The SustainPool Story
It hasn’t always been easy. I remember the early days vividly, trying to source sustainable fabrics on a small scale. The big suppliers all had massive minimums that were impossible for a small brand like ours to meet. We’d call supplier after supplier, only to be told that their minimum order was ten times what we needed. It was frustrating, and there were moments when I wondered if we were being naive, if we should just compromise and use whatever was available. But that challenge sparked an idea that would become one of my proudest achievements. I thought, what if we could pool our resources? What if small brands like ours could work together to meet those minimums? And so, SustainPool was born – a collaborative buying model that helps small fashion businesses in South Africa access eco-friendly textiles. It was a solution born out of necessity, but it has grown into something much bigger than I ever imagined. SustainPool started with just a few brands, but word spread quickly. Other small designers were facing the same challenges we were, and suddenly we had a community of like-minded businesses working together. We weren’t competitors anymore; we were collaborators, united by a shared commitment to sustainability. The model allowed us to access high-quality, eco-friendly materials that would have been impossible to source individually, and it created a support network that has been invaluable. What I love most about SustainPool is that it embodies the spirit of Ubuntu – the idea that we are all interconnected, that we rise together. It’s not just about accessing better materials; it’s about building a more sustainable fashion ecosystem in South Africa. Today, SustainPool works with dozens of brands across the country, and seeing how it has empowered other designers to make more sustainable choices fills me with pride.
The Heart and Soul of a Sustainable Fashion Brand
This award is a testament to that spirit of innovation and to our unwavering belief that fashion can be a force for good. It’s a recognition of the countless hours spent searching for the perfect natural fabrics, the partnerships we’ve built with suppliers who share our values, and the small, conscious choices we make every single day. From our eco-friendly trims to our decision to donate fabric offcuts to local schools for art projects, every detail matters. The sustainability journey at Yarnh goes beyond just materials. It’s about creating a circular approach to fashion, where nothing goes to waste. We’ve also been transparent about our processes from the beginning. I believe that customers have the right to know where their clothes come from, how they’re made, and what impact they have on the environment. This transparency isn’t always comfortable – it means admitting when we make mistakes or when we could do better – but it’s essential for building trust and driving real change in the industry. The recognition from the SA Fashion Awards validates not just our approach, but the entire movement toward more conscious fashion in South Africa. Winning this award isn’t just for me or for Yarnh. It’s for our incredible team, who share this vision and work tirelessly to bring it to life, and for our talented artisan partners and suppliers. The fashion industry is at a crossroads, and this award gives me hope that more brands will choose sustainability. This is a milestone that inspires us to keep pushing, to keep innovating, and to keep telling our story. For now, I’m just going to soak in this moment and feel incredibly grateful. Thank you for being a part of it. This is just the beginning.
