Eco-fashion flair with a big heart
Adhering to a code of ethics, conscious brands and organisations are promoting the use of planet-friendly fabrics and local manufacturers. Nontando Mposo spoke to the label founders of Jota-kena about their AW17 look-book and ethos: comfortable, conscious
We are farm girls, originally from the Northern Cape. We come from a closeknit, supportive family.
We’re fun-loving adventure-seekers who love to create and see the wonder in creation. Although we take what we do seriously, we don’t take ourselves too seriously (often laughing at our human-ness).
Even though we were raised to believe we could do and be whatever our hearts desired, our parents instilled in us from an early age a solid sense of personal and social responsibility, setting the example in hard work and discipline.
As a family who has always been involved in community upliftment, our aim with this business is to earn a giving, not just a living.
What sparked your interest in fashion?
As a three-year-old Tanith was already taking notice of fashion, she would remember people’s outfits in detail and her family were astounded at the things she would notice and recall. factor.
We have a great love and appreciation for art, architecture, photography and different cultures, languages and people and this forms a definite thread in our inspiration (pun intended!).
And who is the Jota-kena customer? The Jota-kena customer is someone who not only has an appreciation for fashion, trends and quality, but also cares about the process and people behind a product.
Our customer is conscious of what goes into a garment, what they’re getting out, and is happy that part of what they’re spending is being given back.
Who inspires you the most in fashion?
In terms of designers, the Olsen twins (founders and designers of The Row and Elizabeth & James) really inspire us, possibly because we can relate to them in that we are