By now we are pretty sure that you are familiar with the awesome home-grown label that is the ‘Holmes Bros.’ However, if you aren’t – Read on and then rush out.
Grounded exceptionally successfully since 1994 here at home in South Africa, there are currently Holmes Bros stores in Cape Town, Johannesburg and Durban, a successful online store and, in addition, the range is available in several select and cool fashion independents. Add to this the brand’s success over the last few years internationally, and their supply to diverse stores globally; across the United Kingdom, France and recently, in Tokyo based uber-cool fashion retail chain, Freak’s Store.
Locally, the brand continues to grow with the latest exciting news revealing that the label will now be available across our country in 4 leading Edgars retail stores in addition to a brand new store in Ballito’s Lifestyle Centre. Click here for detailed suppliers and a link to the super-cool online store
Who are the Holmes Bros? Well, if you don’t yet know here’s an opportunity to learn a little more. Fanatical surfers, brothers Laurie and Gary’s combination of authentic Durban roots with their textile design and fine art studies ensure an eccentric, idiosyncratic label that authentically represents SA’s multi-cultural energy whilst remaining easy to wear. Their brand philosophy reveals a focused and deliberate effort to avoid the commercial mainstream which has flooded the fashion industry today and the range hollers ‘Africa’ in bright, vibrant tones
As early adopters of influences and diverse trends from across the world, this brand has participated in the country’s leading fashion platforms, from South African Fashion Week (SAFW) to extensive coverage in both local and international publications ranging from ELLE (local and US), Nylon (USA), Drapers Record (UK) and the fashion bible, Collezione Sport & Street (Europe edition).
Authenticity and integrity are of vital importance to Gary and Laurie when it comes to their brand. Gary says that “It’s of significant importance to us that we are honest and ‘do what we say’” adding “Thus all of our garments are 100% locally designed and manufactured by people who absolutely love what they do.” Laurie adds that “Further, as a brand, Holmes Bros is committed to both our local community and the planet and we aim to ensure that are always socially responsible.” This is wholly evident across their garment design cycle which includes the use of raw cottons and lint which is grown in South Africa and Zimbabwe, spun into yarn in Mauritius, then knitted, dyed and finished in Pinetown where all of the manufacture, printing and label and swing ticket production is completed in KZN. The only item which uses imported fabrications are the woven viscose Hawaiian shirts, but even these are printed and made up in Durban. T-Shirts form 70% of the range, featuring 100% locally inspired prints. And in-store, reclaimed wood is used for their interiors and unused fabric off-cuts are recycled into shopping bags.
Holmes Bros give back to the growth of the fashion community through their ongoing sponsorship, now in its 7thyear, of the Menswear Award at the Durban Institute of Technology’s Fashion Design School.
On the back of their enormous victory in Japan, one of the world’s most challenging fashion markets, further success is clearly in their destiny with the launch of their range into South Africa’s Top 4 Edgars Stores on the 7th October; namely, Sandton, Canal Walk, Gateway and Eastgate. Be sure to get to your closest store and grab your very own piece (or pieces!) of the Holmes Bros distinctly Afrocentric laid-back surfer chill. Don’t miss out!