Fashion and the Growth of African Brands in South Africa

Christian Rogerson, January 2006

This report provides a summary of the research undertaken and completed with the financial support of the African Clothing and Footwear Research Network. The objective of the research is to examine the recent growth of new fashion brands of clothing which have been established by black South African entrepreneurs and which often reflect a Pan-African style. Over the last decade the emergence of a new cluster of black individual designers and design houses has occurred primarily in and around Johannesburg, South Africa’s largest, most economically vibrant city. Through an analysis of the growth of the new fashion brands within the design and fashion cluster of Johannesburg the project examines the factors that encourage the local development of creative industries, such as fashion. In addition, key challenges that face new fashion enterprises are examined.

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