A Dream Realized: Yarnh Crowned Best Sustainable Brand at the SA Fashion Awards 2025
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?” 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. 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. When we have leftover fabric from a production run, instead of throwing it away, we find creative ways to use it. Sometimes it becomes pocket squares or small accessories; other times it goes to local schools where children use it for creative projects. It’s these small actions that add up to make a real difference. 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. It shows that consumers are ready for brands that prioritize sustainability, that they’re willing to invest in pieces that align with their values. This award isn’t just for Yarnh; it’s for every small brand that’s choosing the harder path, every designer who’s prioritizing ethics over easy profits. 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. It’s for our talented artisan partners, who bring their skills and passion to every piece we create. It’s for our suppliers, who have worked with us to develop more sustainable practices. And it’s for every single person who has supported us on this journey, who has chosen to buy from a small, local brand instead of a fast-fashion giant. It’s a celebration of the idea that you can build a successful brand without compromising your values. It’s proof that creativity, bravery, and a commitment to sustainability can and do make a difference. In an industry often criticized for its environmental impact, this award shows that there’s another
More Than Just Clothes: The Philosophy Behind Yarnh’s Timeless, Conscious Collections
I’ve always believed that what we wear is a form of storytelling. It’s a way to express who we are, what we value, and the stories we want to carry with us. When I started Yarnh, I didn’t just want to create another menswear brand. I wanted to offer something with a soul, pieces that were creative, fun, and told a distinctly South African story. This philosophy is woven into the very fabric of our timeless, conscious collections, and it guides every decision we make. The fashion industry has conditioned us to think of clothes as disposable, as temporary expressions of fleeting trends. But I’ve never seen it that way. To me, a well-made garment is an investment in yourself, a piece of armor that gives you confidence, a canvas that allows you to express your personality. It should be something you reach for again and again, something that gets better with age, something that becomes part of your story. This philosophy shapes everything we do at Yarnh, starting with how I approach the design process. For me, it all starts with the textile. I spend countless hours on what I like to call a “treasure hunt” for the perfect fabric. It’s become almost an obsession, this search for materials that speak to me, that have a story to tell, that possess qualities that will translate into exceptional garments. I’m constantly talking to suppliers, digging through catalogues, and nurturing the relationships I have with partners like Lively Fabrics and Hemporium. These aren’t just business relationships; they’re partnerships built on mutual respect and a shared commitment to quality. When I walk into their showrooms, I’m not just looking at fabric; I’m looking for inspiration, for that spark that will ignite a new collection. I’m always on the lookout for something special, something that’s completely natural and has a unique quality to it. Maybe it’s a cotton with an unusual weave that creates interesting texture, or a linen with a particular drape that suggests a specific silhouette. It’s a creative exploration, a process of discovery to see what new materials we can bring to the table. Unlike a lot of brands that start with a design and then find fabric to match, I find the fabric first, and then let that inspire the design. It ensures that the garment is born from the inherent beauty of the material itself. This approach requires patience and a willingness to let the creative process unfold naturally. Sometimes I’ll find a fabric that I love, but it takes months before I understand how to use it properly. I’ll carry swatches with me, feel them at different times of day, imagine how they’ll move on the body, consider how they’ll age over time. It’s an intimate process, almost meditative, and it’s one of the aspects of my work that I treasure most. This process is deeply personal and reflects my own journey as a designer and as a person. My adventurous spirit, my love for discovering new places and cultures, it all feeds into the design process. When I travel, I’m constantly observing – the way people dress in different climates, the colors that dominate different landscapes, the textures that emerge from different environments. The inspiration I gain from my travels, from the vibrant energy of Cape Town, from conversations with people from all walks of life, it all gets translated into the prints, textures, and styles that define our collections. Cape Town itself is a constant source of inspiration. The way the light changes throughout the day, the contrast between the urban environment and the natural beauty that surrounds us, the incredible diversity of cultures and traditions – it all influences how I think about design. I might see a particular shade of blue in the ocean at sunset and spend weeks trying to capture that exact color in a fabric. Or I’ll notice the way shadows fall across a building and be inspired to create a print that plays with similar geometric patterns. But inspiration is just the beginning. The real work comes in translating that inspiration into garments that are not just beautiful, but functional, comfortable, and built to last. It’s about creating pieces that are versatile enough to be dressed up or down, timeless enough to be worn for years to come, and distinctive enough to make the wearer feel special. This approach is our stand against the culture of fast fashion. Every time I see a perfectly good garment thrown away because it’s “last season,” it breaks my heart a little. We’re living in a world where we’re encouraged to constantly consume, to always want the next new thing, but I believe there’s a better way. It’s a commitment to conscious creation, to quality over quantity, and to a more thoughtful way of living. We believe that people are looking for more than just clothes; they’re looking for pieces that align with their values, tell a story, and are made to last. They want to feel good about their purchases, to know that their money is supporting ethical practices and sustainable production. They want garments that will become trusted companions, pieces that will be there for important moments in their lives. This philosophy extends to every aspect of our business. We don’t chase trends; we create pieces that we believe will be relevant for years to come. We don’t compromise on quality to hit a price point; we’d rather make fewer pieces that are exceptional than many pieces that are mediocre. We don’t hide our production processes; we’re transparent about where our materials come from and how our garments are made. The response from our customers has been incredibly validating. We hear from people who tell us that they’ve had their Yarnh pieces for years and they still look as good as new. We get messages from customers who say that our clothes have become their go-to pieces, the items they reach for when they want to feel confident and comfortable.
The Power of Partnership: Weaving Our Story with Cape Town’s Artisans
When I first started Yarnh, I knew I wanted to create something different. Not just another menswear brand, but something with a bit of soul, something that was creative, fun, and deeply rooted in the place I call home: Cape Town. I’m an adventurous person by nature. I love discovering new places, meeting new people, and finding alternative ways of doing things. That same spirit is what drives me to seek out the incredible local artisans who have become the heart of Yarnh. The fashion industry often talks about partnerships, but for me, it’s never been about business transactions. It’s about human connections. It’s about recognizing that behind every exceptional garment is a person with decades of skill, passion, and stories to tell. When I walk through the streets of Cape Town, I’m constantly amazed by the talent that exists here. There’s a richness to our creative scene that’s unlike anywhere else in the world, and I’ve made it my mission to tap into that energy. For me, designing a new collection isn’t just about sketching out ideas. It’s about connection. It’s about getting out there and finding those hidden gems, the skilled hands that bring our garments to life. This process has become almost ritualistic for me. I’ll spend days, sometimes weeks, exploring different neighborhoods, talking to people, following leads that might take me to a small workshop tucked away in an industrial area or a home studio where magic happens. It’s a journey that has led me to some truly inspiring collaborations. Take, for instance, our work with Vuya Knitwear. The first time I met the team there, I was blown away by their dedication to their craft. The rich textures and incredible comfort of our knitwear are a direct result of their generations of expertise. They don’t just knit; they understand the soul of the yarn, how it wants to move, how it responds to different techniques. Working with them has taught me so much about patience, about allowing the material to guide the design rather than forcing it into predetermined shapes. Then there’s Lynn in Waverley, whose meticulous attention to detail is simply unmatched. I remember the first piece she worked on for us – a simple shirt that became anything but simple under her hands. Every seam was perfect, every button placement considered with the kind of care you rarely see in today’s fast-fashion world. These aren’t just suppliers; they’re partners, co-creators who pour their skill and their stories into every piece. What strikes me most about these relationships is how they’ve changed my approach to design. In the beginning, I thought I knew what I wanted to create. But working with these artisans has taught me to listen, to be open to their suggestions, to understand that their expertise can elevate a design in ways I never imagined. It’s a collaborative process that requires humility and trust, but the results speak for themselves. These relationships are what make Yarnh products feel so unique. They’re imbued with a spirit that you just can’t find in mass-produced clothing. It’s the human element, the shared passion, that transforms a garment into something more. It becomes a piece of a larger narrative, a testament to the vibrant creative scene we have here in South Africa. When someone puts on a Yarnh shirt, they’re not just wearing cotton and thread; they’re wearing the story of the hands that crafted it, the tradition that informed it, and the community that made it possible. One of my proudest moments was our collaboration with Cape Town-born artist Chris Auret on the Yarnh-Auret artist jacket. This project perfectly encapsulated what I believe partnership should be. Chris brought his artistic vision, his understanding of color and form, while we contributed our knowledge of garment construction and wearability. We created a limited run of these jackets, and they were a true fusion of fashion and art. Each piece was unique, carrying Chris’s artistic signature while maintaining the quality and comfort that Yarnh is known for. Seeing them sell out at Kamers markets was incredible, but the real validation came from unexpected places. When I heard that Trevor Noah had bought one of our jackets, it was a moment that truly highlighted the power of authentic, collaborative design. Here was someone who could afford any designer piece in the world, choosing something that was born from a genuine partnership between local talents. It reinforced my belief that authenticity resonates, that people can sense when something is made with genuine care and collaboration. Of course, building these partnerships takes time and dedication. It’s not always the easiest path. There are challenges – communication barriers, different working styles, the need to balance creative vision with practical constraints. But I believe it’s the only way to create something truly meaningful. It’s about mutual respect, a shared commitment to quality, and a belief that we can make a difference through our craft. The process of finding these partners has become one of my favorite aspects of running Yarnh. I love the detective work involved, following recommendations, exploring new areas of the city, meeting people who might lead me to the next great collaboration. It’s unpredictable and sometimes frustrating, but it’s also incredibly rewarding. Each new partnership brings fresh perspectives, new techniques, and new stories to our brand. Looking ahead, I’m excited about the partnerships we’re building and the ones yet to come. The artisan community in Cape Town is vast and diverse, and I feel like I’ve only scratched the surface. There are textile artists working with traditional techniques, innovative designers experimenting with sustainable materials, and craftspeople preserving skills that have been passed down through generations. Each represents an opportunity to create something unique, something that honors both tradition and innovation. When you wear a Yarnh garment, you’re not just wearing a piece of clothing. You’re wearing a piece of a story, a connection to a community of talented artisans, and a shared belief in the power of partnership.
