Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.


November 17th, 2012


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Written by: Jacqueline Shaw
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Sashi Final fundudzi.

Clothing with a conscience is the mantra behind Fundudzi by Craig Jacobs. Providing a capsule wardrobe for free spirited individuals seeking pieces with a distinctive signature which subtly draw inspiration from the people and places unsoiled by the noise of modern life, the name Fundudzi is inspired by a body of water, Lake Fundudzi, which is one of our most precious ecological treasures as well as being a sacred site for the vhaVenda tribe.

Founded by fashion entrepreneur and communicator Craig Jacobs, in 2004 the label has grown out a desire to help change the perception of Africa and has shown in Paris, Stockholm, Maputo and Luanda and most recently, SA Fashion Week. In 2009 Fundudzi formed part of an international exhibition on sustainable design in Copenhagen, as part of the World Climate Summit.

Fundudzi by Craig Jacobs has a great history in supporting good causes, such as representing South Africa at Fabric For Thought, Sustainable fashion at Koldinghus (May-September 2009) in Copenhagen as part of the World Sustainability Summit and being the first eco and ethical label to join Edgars, South Africa’s leading fashion retailer in April 2012-05-29 5. On top of that Fundudzi by Craig Jacobs is the first African label to be stocked at the leading sustainable e-tailer in the US,

Wherever possible, the label incorporates ecologically sensitive and locally sourced materials including cashmere/lambs wool through a project in conjunction with the CSIR in the Eastern Cape, and organic cotton sourced from Lesotho. The label also actively supports sustainability through a host of initiatives including collaborating with local crafters to highlight indigenous artisanal skills, upcycling projects and philanthropy (supporting Cheezekids for Humanity, CANSA SA and The Trust).

SO it is of interest to hear that three of the country’s most magnetic personalities have come together for an online campaign launching the Fundudzi by Craig Jacobs summer #protest campaign. We love our campaigns here at AFG such as our African Cotton Campaign so love the way this campaign highlights spirited and individualistic women who enjoy wearing pieces reflecting a modern African aesthetic, Fundudzi by Craig Jacobs is known for its commitment to “clothing with a conscience”.

The eco luxe label’s spring summer 2012/13 range is testament to this: featuring emotive slogans designed by artist Unathi Mkonto, the collection was inspired by protest movements from the Arab Spring to Occupy Wall Street and Pussy Riot to marches by local youth.

“The world might be an uncertain place, but thanks to new technologies like social media and blogs, we are witnessing a brave new world where we can all raise awareness and bring change easily and immediately,“ explains Craig Jacobs, the label’s founder and creative director who was appointed one of 50 global Range Rover City Shapers along with Georgina Chapman of Marchesa, Henry Holland of House of Holland and Francesca Versace last year.

The campaign takes this ethos into the online realm by partnering three new media culture influentials with three strong and fiercely individual women to interpret the #protest theme in their own style.

Jerri Mokgofe of According To Jerri (who also helped Jacobs steer the campaign creatively) photographed socialite and businesswoman Edith Venter wearing a t-shirt pronouncing, “Nationalise Your Mind” teamed with a camouflage print pleated skirt in her Sandton home.

Award winning blogger Malibongwe Tyilo of Skattie What Are You Wearing (who describes himself as “a postponed revolution”) took to photographing arguably South Africa’s most controversial personality, Khanyi Mbau, at the SAFW offices in Rosebank.

Mbau wears the label’s “Eat The Rich” kimono-sleeve t-shirt dress in the campaign.

Meanwhile, chicster Thithi Nteta of tee tee is with me took to the streets of downtown Joburg to snap sultry TV personality and model boss Shashi Naidoo wearing the iconic Protest tank top with a pair of Fundudzi by Craig Jacobs Afro-print shorts on Queen Elizabeth Bridge near the Bree Street Taxi rank.

Thando Silimela headed art direction on the campaign.

The arrival of the campaign comes as #protest lands in independent boutiques across the country, as well as the Edgars X SA Fashion Week Capsule at Edgars stores in Melrose Arch and Sandton City.

The refreshed website will feature the main campaign as well as highlighting protest movements through its new online magazine.

Fundudzi Contact details: Craig Jacobs 31 Macedon 26 Tyrwhitt avenue Rosebank 2196

+11 880 6355 (direct line)

+27 833087793 (mobile)



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