This Heritage Month, Superdry South Africa, together with South African Rugby World Cup winner and Brand Ambassador, Cheslin Kolbe, are set on encouraging South Africans to remember their own cultural backgrounds and take pride in the great South African melting pot!
Built on a love of provenance and respect for the traditions of the maker, Superdry is an ever-adventurous brand whose story is built not only on an obsession with detail and a passion for unique style but a love of heritage as well. The brand was co-founded in 2003 by Julian Dunkerton and his good friend and clothing designer, James Holder.
This year, the brand’s Heritage Day message reflects the Superdry brand message. Given Kolbe’s story and his authenticity, the two were a match made in heaven for their campaign message.
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According to Kolbe, Heritage Day is not only a celebration of our rainbow nation and the unique cultures of South Africa but also about the roots and foundation.
“Heritage Day is an important and proudly South African celebration because it is a day that celebrates our rainbow nation and the unique cultures of South Africa. My culture and heritage are the backbones of who I am. I am proud of where I come from and I wouldn’t be the man I am today without my roots. It’s important to remember your roots and to pass them on to the next generation. My truth is what drives and inspires me every day, nobody can take that away from me,” Kolbe explains.
Kolbe adds that the Superdry brand speaks to what he stands for in terms of authenticity, being an inspiration and constantly looking to raise the bar.
“They are committed to driving positive change in South Africa and the world along with making a lasting impact. It’s exciting to be a part of this journey with them,” Kolbe said.
Brand and Marketing Executive at Bounty Brands Apparel Warren Strydom said that Superdry love the synergy between their brand and South Africa.
“Superdry proudly celebrates its own diverse cultural heritage, inspired by the love of bespoke craftsmanship from British Savile Row Tailors focused on silhouette, fit and refined fabrications, combined with iconic American collegiate pieces brought together with the dynamic colours of hand-drawn Japanese artworks and graphics.
“What we are most proud of is how diversity is unified by one culture and that is, the culture of being true to your identity through style and fashion,” Strydom expressed.
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