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 way forward.
The fashion industry is at a crossroads. We can continue down the path of fast fashion, with its devastating environmental and social costs, or we can choose a different route. This award gives me hope that more brands will choose sustainability, that more consumers will demand transparency, and that together we can create a fashion industry that we can be proud of.
This is a milestone that inspires us to keep pushing, to keep innovating, and to keep telling our story. We’re already working on new initiatives, exploring innovative sustainable materials, and finding new ways to reduce our environmental footprint. The journey is far from over, but this recognition gives us the energy and motivation to keep going.
For now, I’m just going to soak in this moment and feel incredibly grateful. Grateful for the team that makes this possible, grateful for the customers who believe in our vision, and grateful for the opportunity to be part of a movement that’s changing fashion for the better. Thank you for being a part of it. This is just the beginning.
