#doDifferent by Weaving a Brighter Future
In a world saturated with fast fashion, where trends come and go like fleeting whispers, there's a South African brand quietly, yet powerfully, making a significant difference. Sitting Pretty, a name synonymous with conscious clothing and ethical practices, is more than just an apparel brand; it's a movement towards a better, more sustainable future for both people and the planet.
Just like the sentiment of #doDifferent, Sitting Pretty embodies a commitment to forging a better path. This "POWER HOUSE local brand," as affectionately called by its patrons, isn't just about crafting beautiful garments; it's about building a better industry from the ground up, right here in South Africa.
At the heart of Sitting Pretty lies a profound promise: to champion ethical production, prioritize animal welfare, embrace natural fabrics, and maintain unwavering transparency. Their ethos, "BUY LESS, CHOOSE WELL, MAKE IT LAST," isn't just a catchy phrase; it's a guiding principle that informs every decision they make. They are a proud contributor to "1% FOR GOOD," further solidifying their commitment to environmental and social responsibility.
Founded in April 2009 by the visionary Emma Longden, Sitting Pretty emerged from a desire to create fashion with a conscience. Emma envisioned a future where synthetic fabrics are obsolete, fair wages are the norm, and fashion pollution is a distant memory. This vision is deeply embedded in every stitch and design.
The brand's aesthetic is a delightful blend of diverse influences—ethnic silhouettes meet masculine tailoring, sportswear fuses with rock 'n roll, and romantic elements intertwine with a cosmopolitan nonchalance. The collections boast light, loose cuts, designed for comfort and confidence, making each piece timeless and original.
A cornerstone of Sitting Pretty's ethical commitment is their unwavering dedication to natural fibres, primarily sourced locally. You won't find a trace of polyester, acrylic, or any other synthetic content in their garments. Instead, they champion fabrics like:
Cotton: Breathable, durable, and largely organic in their knitwear, adhering to OEKO-TEX® standards.
Tencel (Lyocell): A luxurious, biodegradable fiber derived from sustainable wood pulp.
Rayon: A man-made natural fiber with a beautiful silk-like feel, soft, smooth, and biodegradable.
Linen & Hemp: Both "environmental super fibres" known for their durability, breathability, and minimal environmental impact.
Bamboo: A fast-growing, sustainable grass that's incredibly soft, absorbent, and antibacterial.
Wool: Sourced from GOTS and RWS certified facilities, ensuring ethical animal treatment and responsible land management.
Linen/Rayon Blend: Offering a softer drape and reduced creasing.
Leather: Locally sourced, full-grain aniline cowhide, a by-product of the meat industry, used for their shoes and handbags.
By meticulously choosing these materials, Sitting Pretty not only ensures high-quality garments but also significantly reduces its environmental footprint.
Sitting Pretty's impact extends beyond just ethical production. With physical stores in Cape Town and Stellenbosch, they are actively strengthening local economies. They embody the spirit of "shop local," supporting the businesses that are the very heartbeat of our communities.
In a country rich with talent and resources, Sitting Pretty stands as a beacon of what's possible when passion meets purpose. They are proving that fashion can be beautiful, ethical, and locally empowering, one consciously crafted garment at a time. They truly do different, and in doing so, they are helping to build a more beautiful and sustainable South Africa.
