Sustainable fashion has roots dating back to the 1960s and 1970s, when the environmental movement began to gain traction. The rise of environmental consciousness during this period saw people becoming more aware of the negative impacts of industrialisation, including pollution and resource depletion. Early champions of eco-fashion were often tied to broader social movements, such as the counterculture and anti-consumerist ideologies. The hippie movement, with its focus on natural lifestyles, was also a key influence. Following this, vintage clothing, second-hand shopping, and handmade garments gained popularity.
By the 1990s, the first eco-conscious fashion brands began to emerge. The early 2000s also saw the rise of certification bodies like the Fairtrade Foundation and the Global Organic Textile Standard (GOTS), which helped regulate and promote sustainable fashion practices. Brands such as Stella McCartney, founded in 2001, made sustainability a core part of their identity, refusing to use leather or fur and promoting ethical materials.
Today, eco-fashion is a growing global movement, supported by both luxury and high-street brands and fuelled by consumers who are increasingly aware of the ethical and environmental impacts of their clothing choices. Closer to home, some fashion brands are intentional about sustainability, looking into the traceability of the garments, recycled materials, and biodegradable clothing that won’t harm the environment or add to landfills.
MORS DESIGN – HANDMADE ECO-CONSCIOUS LUXURY
The name “Mors” comes from the Afrikaans word for “waste” (vermorsing), reflecting the brand’s mission to turn discarded materials into something beautiful and practical. Mors Design, a Cape Town-based brand founded by Raihana Govender, specialises in handmade luxury goods, creating products that are not only stylish but also eco-conscious using upcycled materials and natural fibres.
“Mors Design was born out of a love for beautiful silhouettes and a passion for sustainable design,” explains Raihana. The brand, which launched in 2015, started by using recycled tyre tubes to create bags and accessories, and has since expanded to include a knitwear line called MoLuv.
MoLuv features a range of vibrant mohair jerseys with exaggerated sleeves and bold colours, all crafted from sustainably sourced mohair. “Our mohair is farmed in the Karoo, where Angora goats are hand-shorn twice a year with no harm to the animals. The process is entirely natural, from hand-combing to hand-dyeing,” says Raihana. Each piece in the MoLuv collection is handmade by skilled female artisans from local communities, meaning that every product carries a personal touch. “No two pieces are identical, and each reflects the quirky aspects of the knitter who spent hours weaving love into every stitch.”
Mors Design’s commitment to sustainability goes beyond materials. The brand tackles waste and overproduction by using upcycled tyre tubes for their bags and natural fibres for their knitwear. Even the packaging is eco-friendly, made from recycled canvas umbrellas, adding another layer to the brand’s sustainability character.
“Our clientele is predominantly international at the moment, but our products are designed for everyone,” says Raihana. Whether it’s their bold, colourful knits or eco-friendly handbags, Mors Design offers a unique blend of luxury and sustainability. She advises aspiring sustainable fashion entrepreneurs to focus on sourcing ethical materials and improving their production processes.
Discover more at morsdesign.com
POLO SOUTH AFRICA – PRODUCING 100% TRACEABLE AND BIODEGRADABLE WOOL
In an era dominated by fast fashion, POLO South Africa is charting a new course toward sustainability. Their latest venture, a collaboration with local Merino wool experts Gerber & Co., has resulted in a capsule collection of 100 percent South African Merino wool men’s knitwear. This marks the brand’s first foray into traceable, sustainable fashion as part of their ‘POLO Purpose’ initiative — a bold statement in a world increasingly aware of fashion’s environmental impact.
Alia Peer, Creative Director of POLO South Africa, reflects on the significance of this move, “We’ve always supported natural fibres, but this collection takes our commitment to a new level. By using Merino wool in a fully traceable way, we celebrate a remarkable natural resource grown right here in South Africa. What’s more, this wool is completely biodegradable. If it ever ends up in a landfill, it won’t just break down — it’ll enrich the soil.”
The collection itself is a tribute to POLO’s heritage. Drawing from the brand’s archives, the team created two timeless jersey styles: a quarter-zip and a full-zip, available in neutral shades like un-dyed wool, charcoal, and olive. Each piece carries a label indicating the vintage year of the wool’s shearing, offering an unprecedented level of transparency. The wool is certified by the Responsible Wool Standard and the Sustainable Cape Wool Standard, South Africa’s highest certification for ethical wool production.
The collection is also unique in its approach to local production. This is the first time a South African retailer has fully embraced a farm-to-closet model. Stefan Gerber of Gerber & Co. explains, “This project is about more than just beautiful clothes. It’s about creating jobs, supporting local economies, and promoting sustainability. We want consumers to feel proud of wearing a product that supports South African craftsmanship and responsible fashion.”
South Africa produces 42 million kilograms of wool each year, with 70 percent being Merino wool, mostly destined for export. Deon Saayman, CEO of Cape Wools, highlights the importance of this collaboration, saying, “South Africa is known globally for the quality of its wool, but very little of it is used locally. This collection is a step toward changing that by giving South African consumers access to our best resources.”
Discover more at polo.co.za
REFUSE CLOTHING – DISRUPTING FAST FASHION
Refuse Clothing is a South African luxury streetwear brand founded in 2016 by Malcolm Tebogo Makgope and Minenhle “Minnie” Memela. The name “Refuse” carries a powerful dual meaning. As Malcolm explains, “It represents our refusal to give up, pushing forward no matter the challenges, while also embodying our commitment to sustainability.” This ethos of resilience and responsibility is woven into every garment the brand creates.
Minnie’s focus on using 100 percent cotton and eco-friendly fabrics demonstrates their commitment to creating fashion that lasts — both in terms of durability and environmental impact. “Refuse emerged to disrupt the fast fashion industry (characterised by the rapid production of inexpensive clothing that often ends up in landfills),” Malcolm says. The brand takes pride in its local production process, sourcing materials ethically and empowering South African communities. Every piece is a celebration of African heritage, crafted with sustainability in mind.
Malcolm and Minnie, both from Durban, launched Refuse Clothing with a bold vision: to merge the rich aesthetics of African culture with modern menswear. Their designs are deeply inspired by traditional Nguni (Zulu) textures and prints, and their collections include everything from graphic-branded streetwear to bespoke, finely crafted pieces. According to Malcolm, their goal has always been to aim for both cultural impact and global recognition.
The brand’s recent collaboration with South African retail giant Mr Price marks a significant milestone. According to Malcolm, “This collaboration allows us to share our designs and story with a larger audience while staying loyal to the core values that define Refuse.” This partnership highlights the brand’s continued ascent in the fashion world.
With plans to open a store at The Watershed at the V&A Waterfront in Cape Town, Refuse Clothing’s unique blend of street culture and sustainability is transforming the fashion landscape, one collection at a time.
Discover more at refuseclothing.co.za
