I Only Wear Local

In our ongoing mission to discover fearless authenticity in local creative culture, the Jameson INDIE Channel has put together its first fashion editorial. Aside from producing some fantastic images, we chose a very specific parameter to work within: all the clothing and accessories used in our shoot – from head to toe – are 100% South African.

The heartening growth of the South African fashion industry often gets the attention it rightly deserves, due in no small part to the daring and visionary designers working in this country. Though the industry has its inherent challenges and will almost certainly continue to mature in years to come, we believe that we’ve summited a peak, and ought to enjoy the view. So rather than incorporate some South African items into a shoot, we opted to take it to its logical conclusion and keep things exclusively local.

As opposed to this being a limitation as we had anticipated, we were bowled over by the variety on offer once we started sourcing items for the shoot. Moreover, the looks put together by stylist David Lerouw Lascurain are undoubtedly unique. There is certainly no shortage of local fashion to choose from in the pursuit of one’s own style signature. In fact, the diversity and quality is so extensive that we’ll certainly be doing more I ONLY WEAR LOCAL shoots for Jameson INDIE Channel in the months to come.

Look out for the behind-the-scenes video on the shoot, coming later this week.