OUR
CUSTOMER
Our customer is an outgoing, spontaneous and intriguing individual. Someone who does not follow the status quo, but rather aims to break it down. Rebelling against the system and changing the world into one which is inclusive and non-conforming where everyone is free to be who they want to be. Not falling into a specific age or gender category, the clothing offered by our brand is able to be worn by anyone who it appeals to. Our customer is creative, glamorous, seductive and rebellious all at the same time. Coming from the big city our customer needs a wardrobe for parties, launch events and socialite dinners, making a statement wherever they go. A world traveller, our customer is all about having new experiences and going on thrilling adventures looking sexy, modern and chic. Falling into the moderate to high price range, our customer is successful in their business ventures and maintains their money well, wanting their outfit to match their bank balance.
OUR ETHOS
Striving to make a difference by creating garments that are made by people, for people, we make sure our customers are understood and take into account the different styles and unique quirks which people have, combining them, and creating something new which is innovative and not on the market with our gender-fluid approach to fashion and goals of sustainability by creating versatile timeless garments, able to be used in numerous ways over a long period of time. We strive to invoke confidence and power while allowing our customers to feel comfortable. We believe in putting the customer first and treating them like part of the family, taking their input, concerns, and criticism in order to grow and develop as a company – bridging the gap between customer-company relations allowing our shoppers to feel welcome and bringing people from all walks of life together, be it outcasts, rebels or the ones who were misunderstood.
THE
DESIGNER & BACKSTORY
The idea behind the brand arose when I began trying to find my own style and which category I fitted into. One day it was something very feminine and edgy, the next day I wanted something masculine or casual and the following day I wanted something more dressed up, however, South African retail stores never managed to fulfill my needs as a consumer. As someone who is always out and about at different events ranging from extremely dressed up to more casual parties, I often found myself customizing my pre-existing garments, or creating something entirely new. At first, I thought it was just me who was a bit fashionably bi-polar, however, the more I started speaking to people, I realized that there were others out there just like me, people who needed clothing that was able to be dressed up for a fancy event or dressed down for a more casual everyday look while still looking elevated and put together, this gap in the market is what sparked the idea for my 3rd year gender-fluid fashion brand and is the essence behind the clothing which I create.
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- Tashriq
