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. These stories remind me why we do what we do.
To anyone starting out in this industry, I’d say this: stick to your values. It’s easy to get caught up in the pressure to grow quickly, to cut corners to increase margins, to follow trends instead of setting them. But I believe that authenticity always wins in the long run. Do the groundwork, build relationships you can trust, and never, ever compromise on the details. People respond to those special moments, the extra mile you go to create something truly unique.
Quality is in the details – the way a seam is finished, the choice of thread, the placement of a button. These might seem like small things, but they’re what separate a good garment from a great one. They’re what make a piece feel special, what make it worth keeping and caring for.
That’s the philosophy that has guided me from the beginning, and it’s the legacy I hope to build with Yarnh – a legacy of creativity, bravery, and a timeless approach to menswear. We’re not just making clothes; we’re creating pieces that will become part of people’s stories, garments that will be worn with pride and passed down with love. That’s what it means to create something that’s more than just clothes.
