#doDifferent with Fashion That Feeds the Soul
In a world filled with fast fashion and disposable trends, there are brands that choose to do things differently. They're not just selling clothes; they're creating a movement. In the heart of Cape Town, one such brand is making a tangible difference: SELFI.
Founded by Celeste Lee Arendse, SELFI is more than a ready-to-wear clothing line. It's a testament to ethical design and a commitment to people and the planet. Born from the belief that fashion should empower the soul, SELFI creates pieces that are rooted in South African culture while focusing on well-being and sustainability.
At SELFI, their commitment to the planet and the community is a cornerstone of their design philosophy. They actively say no to synthetics like polyester, nylon, and acrylic, which shed harmful microfibres into our waterways. Instead, they champion natural, plant-based fibres that are kinder to the Earth.
Their fabric library is a who's who of eco-friendly materials:
Linen: Requires significantly less water and energy to produce than cotton.
Ramie & Hemp: Both are low-impact crops that grow quickly without the need for pesticides or extensive irrigation.
Wool & Silk: Natural, renewable fibres that are durable and have a long lifespan, reducing the need for constant replacement.
SELFI also tackles fabric waste head-on, ensuring that nothing goes to waste. Mock trials, samples, and leftover fabrics aren't thrown away. Instead, they're donated to local non-profit organisations that are doing vital work in the community. They have ongoing partnerships with St. Anne's Homes, an organisation supporting abused and destitute mothers, and the Emmanuel Child & Youth Care Centre, which provides care for neglected and orphaned children. SELFI donates mock-up garments and fabrics to St. Anne's Homes to support their sewing center, where women are taught new skills. They also donate all their waste fabrics annually to the Emmanuel Centre, where children repurpose the materials to make items they can sell to raise funds for the home.
In addition to their work with these centres, SELFI has partnered with other brands and the Future Females Foundation to support the Phakama Community Centre and a safehouse for victims of gender-based violence, even donating 5% of their profits to the cause.
SELFI proves that you don't have to choose between style and ethics. Each garment is thoughtfully created to not only look good but also to do good. By supporting SELFI, you're not just buying a dress or a shirt; you're investing in a brand that's actively contributing to a more sustainable and equitable future for South Africa... You're making a difference.
