Habits was started 25 years ago – Jenny le Roux saw a huge gap in the market between chain store and couture - the sort of clothes she always wanted and could never find. Jenny had done a 15 year stint in the fashion department at Fair Lady magazine and one of the many things she learnt there was that women wanted personal service.

Jenny amongst numerous other awards has recently been awarded the Prix D’ Excellence De La Mode award for best Online Retailer of the Year 2010.
Jenny’s e-commerce website www.habits.co.za has developed from a shop window to a business on its own enabling her to stay in touch with customers not only in the local market, but also on a global scale.www.habits.co.za - fashion at a click of your mouse 24/7

Shop: 1 Cavendish Close, Cavendish Street, Claremont
Tel: 021 671 7330
Email: info@habits.co.za
Twitter: @HabitsFashion

In 1986, Cheryl Arthur started Hip Hop from a small basement store off Greenmarket Square in Cape Town. Today the company employs over a 100 people, has started 5 stand alone Hip Hop stores, and 12 Hip Hop departments within Stuttafords stores. Hip Hop compiles twelve to fourteen design collections a year, and manufacture more than 5000 units a month. Hip Hop’s mix of attitude, femininity, sexiness and easy wearability has made it the brand of choice in evening and occasion-wear for glamorous women in South Africa. Hip Hop has won all the top awards in the South African design industry over the years, including two Catherine Awards and the J&B Rare Designers Award. Designed and

Ilan, literally meaning “tree or grove of trees” is the name of Stephan Martin’s new brand. Stephan, an ex CPUT student recently launched his label. The brand is locally produced and focuses on wedding gowns, eveningwear and prêt- a-porter. Fabrics are sourced locally as far as possible to keep the brand’s carbon footprint to an absolute minimum as Stephan is highly conscious of the environment and the effect his brand could have on the eco-system.
Contact details:
T: 071 6051 978
E: info@ilanilan.co.za

Keedo clothing blends imagination, comfort, and style to create functional and fashionable designer clothes for thousands of kids. Designed and manufactured in South Africa, Keedo has been enjoyed by little ones in 16 countries across the globe since 1993. Keedo creates employment opportunities for over 200 people in the local community, not to mention the extensive social awareness projects implemented from the head office in Cape Town. Keedo’s clothes are not only aesthetically unique because of the prints and styles used but bring with it a conservation ethic that sprouts directly from the passion of Nelia Schutte, the founder of Keedo.

“We draw our inspiration from nature and view our work product as happiness rather than clothing”, says Nelia. Nelia received the award for the “National Entrepreneur Business Woman of the Year;” the first in an ongoing list of successes for the company.

Established in 1998, Lunar is the lifestyle vision of fashion designer Karen Ter Morshuizen. Her partnership with Paul Harris saw the conception of a lifestyle store offering unique nature inspired merchandise.

The brand is sensitive to environmental concerns and has been actively promoted eco style for over a decade. Lunar specializes in womenswear but also includes a small men’s and children’s collection as well as lifestyle pieces. The signature is functional, timeless and ageless producing wearable pieces with a wonderful hand-made twist. Bridalwear has always been an important part of the South African business and since June 2009, Lunar has included a ready-to-wear bridal collection.

Karen enjoys reviving old-fashioned techniques: hand knitting, smocking, felting, African beading and hand embroidery. These crafts are often interpreted into uncomplicated clothes in luxurious fabrics with understated detailing and intelligent cutting. The result is a couture approach to ready-to-wear fashion.

Maya started her own clothing line in 2000.“I offer an alternative to the mass-produced looks of the season. If commercial trends are the main road, I’m on the sidewalk.”

Maya’s studio is a riot of colour, and she emphasises colour, texture and pattern. Her clothes are confidently, boldly feminine: a rose print skirt is made from upholstery material and lined in bright yellow silk; another is made from braiding and saris.

Each item is handmade in Maya’s studio in Woodstock, Cape Town.

Stefania Morland established her haut couture brand in 2005. Stefania uses only the finest hand-selected natural fibres, sourced from around the world to produce the best possible end result.

Each garment is expertly crafted with specific attention to construction techniques and emphasized detail, such as accentuated hand stitching, reinforced seams with raw edges, clever panel placement and hand-crafted ornamentation. Each and every product is unique and exudes qualities of enduring femininity, playfulness, timeless style and, above all, a thoughtful and relevant approach to design.

Stefania promises exclusivity. A select few of each design goes into production, meaning that a majority of her products are one-of-a-kind. This offers customers a platform to be truly unique and distinctive.

Strato – South-African slang for street, is a brand that offers a distinct “Sport meets Fashion”
lifestyle experience to its true habitant. Strato fuses influences from sport, music and fashion, to
create products that portray street culture- in style.

Tel: +27 (0) 21 447 7337
Mobile: +27 (0) 76 508 0316
Fax: +27 (0) 86 515 5529
E-mail: info@wearstrato.com
Physical Address:
Shop 19, Strand Street, Cape Town
Studio 2, 51 Station Road, Observatory