Before, being street smart meant you could easily navigate, negotiate and
sometimes fight your way out of dodgy situations in some dodgy area around Cape Town. These days
it means being dressed to the T and when I say dressed to the T, I mean dressed.
to. the. T.
As I was going through some local street trends on the net, one guy and his
brand in particular, caught my attention. Did I mention how much I love bold and
colorful pieces, well not only did his collection exude that, but the message
Craig and his 'crew' was aiming to get across and the amount of selfless effort
they were putting in to give back to our less fortunate communities
sucker-punched me right in the gut! Here I've found a brand, still very much in the
developing phase, worth supporting - and once again, after also learning
we've now earned 3 Olympic gold medals, I was proud to be a South African.
Based in Johannesburg Craig Scheepers launched his fashion label Awe early
in 2011, starting with only 25 T-shirts. Not quite sure how the public would
receive his ideas, he set out to test the waters. As can very well be expected,
interest grew and with his aim to reach out to the less fortunate, so did AWE
and today you can get anything from caps to hoodies to sunglasses in the range
exclusively sold at Soul Candi in Jozi. Go to the
AWE website
and learn more about this successful designer and his patriotism to the
community.
“Awe is here to empower our
neighborhoods and give back to the less fortunate. By purchasing an Awe
item you donate 10% to a nominated charity. “- Craig Scheepers
More Street Style Inspired pics blow...
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Street fashion making it big all over the world
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Locals embracing the trend
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Printed Pins
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And finally...Is this baby saying "Awe"?
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