This is the Smarteez work space. This is where Kepi Mngomezulu, Lethabo Tsatsinyane, Floyd Mantoane and Sibu Sithole are working on their collection to be showcased at South Africa Fashion Week.The team emerged on the social scene a few years ago, and almost instantly became darlings of our fashion industry.
They rejected the proverbial box and opted for a creative take on fashion.
Smarteez fast became popular for their DIY dress sense, informed by an amalgamation of the old and new - contemporary and vintage, in fashion speak.
Their collection, called Colour Blocking, is about creating fashion that will appeal to their peers .
O Magazine fashion editor Robyn Cooke attributes their popularity to optimism: "They reacted to, rather than reflected on, the flat economic and political environment with a unique and personal perspective."
Mngomezulu agrees: "We are living out people's dreams."
"We represent freedom," adds Tsatsinyane, who is dressed in a white pleated shirt and red chinos. "People are afraid to express themselves. We do that with clothing."
The Smarteez' non-conformity is vividly illustrated by Sithole's recent quote in Dazed and Confused magazine.
"I was born into the free world. And some people accuse me of taking my freedom for granted. But to that I say f**k you! It is my freedom to take for granted."
They represent a generation that insists on living life freely.
After spending time with them, my understanding of the spirit and appeal of Smarteez is this: Juju and his crew say being cool is being seen at ZAR sipping on Veuve Clicquot while eating sushi off naked models.
But the Smarteez and their fans beliefs are new and different.
They say: "To hell with the Chanel bag; grandma's vintage brocade purse will do. To hell with True Religion jeans, the rugged ones will get the attention I want."
It is simple - they show us that we need not fit in. That we should take the risk and score a place at the altar of cool.
It is about what trends analyst Dion Chang, borrowing from TIME Magazine, calls "Generation Disappointment".
It is about a youth that is disgruntled by the promises of the "rainbow nation" and a "better life for all", but is one that is taking matters into its own hands to create that life by defying definition.
From this back room will probably come a fashion brand that embodies a generation that chooses optimism and non-conformity in the face of a rainbow nation dream that they see in shades of black, white and grey.
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