It aims to stimulate demand for South African brands to the benefit of South Africa’s entire clothing and textile industry. The initial launch phase of the campaign involves building an online community for South African Local Clothing Brands. This started as a virtual space where the work of different local clothing brands can be showcased, and the designers profiled. Consumers and the community
is also invited to show their support for South African fashion by joining the movement online. www.rocklocal.co.za
In time, Rock Local Brand Activation will develop retail partnerships and move into local shops, where the brands will help consumers identify locally-produced and designed clothing. Its marketing campaign will also benefit from the expertise and involvement of partner brands that represent high-quality products that are designed and produced, or partially produced, in South Africa. Rock Local Brand Activation identified local fashion design and branding as important to the entire clothing and textile industry in South Africa. It believes that increased support for and, awareness of, local brands will help to sustain existing jobs for the youth and create new ones in the industry, which has been struggling to compete with competition from abroad. Local design and manufacture needs a showcase, so that everyone can see how much talent and excitement there is out there in the making of home-grown design that every proud South African should want to wear
