Proudly South African and Edcon Celebrate Our heritage Through Fashion

On Wednesday 20 September, just a few days before South Africa celebrates Heritage Day, Edcon and Proudly South African will take the next step in their journey to create awareness about their partnership and highlight the benefits of the buy local campaign in the fashion industry. The two organizations will hold a spectacular fashion show celebrating our heritage through the medium of fashion at Shine Studios in Braamfontein from 18h30 onwards.

 Proudly South African conceived of the event as part of a series during Heritage Month, each one of which was designed to showcase a uniquely South African sector and how it has the capacity to make a significant impact on the local economy through job creation.

 As the only Proudly South African member company in the fashion retail sector, Edcon took up the project and will be using it to launch its new Spring Summer in-house collections, as well as to profile the ranges created by the Design Innovation Challenge young designers.

 Celebrated local fashion icon David Tlale will open and close the show with his new lines, commissioned by Edgars. Tlale’s fashion range will be available in select Edgars stores from November 2017. The Edcon Design Innovation Challenge interns’ collections showcased will also be available in selected Edgars stores where the merchandise including; Mall of Africa, Sandton City, Mall of the North, Gateway Mall, Century City, Menlyn,

 Said Bernie Brookes, CEO of Edcon:” Our partnership with Proudly South African is significant in helping us achieve our goal of increasing our sourcing of locally manufactured merchandise. Edcon has committed itself to playing its role in helping grow jobs in the sector. “We also have an initiative aimed at harnessing the talents of our youth through the Edcon Innovation Design Challenge”, added Brookes.

Proudly South African CEO, Eustace Mashimbye said, ‘The upcoming fashion show and launch of new ranges that will soon be available in Edcon’s Edgars and Jet stores is part of their commitment and our joint effort to create more local content for South African consumers. Already, in a short space of 3 years, Edcon has increased the number of locally manufactured lines from 18% t taking it to over 50% and including lines from their Design Innovation Challenge and introducing a high-end designer such as David Tlale is truly exciting for us. We can push the Buy Local to Create Jobs message in the knowledge that retailers such as Edcon are rising to the challenge of meeting demand for local products with Proudly South African supply.’

 The textile and clothing manufacture industries have had a shift over the past few years and from an industry in danger of extinction have re invented themselves in the face of challenges from cheap imports and the introduction into the market of international chains.  The change in Edcon’s sourcing policy is having a ripple down effect through the entire value chain from designers and manufacturers, which impacts on many other associated businesses such as transportation, creating many jobs. Consumer support for locally designed and manufactured clothing and accessories is critical in Edcon and Proudly South African’s joint quest to further resurrect what was once an ailing sector but which now is showing strong and meaningful growth.

 For more information on Proudly South African visit

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