What drives a designer?
WHEN it comes to clothing brands, sometimes all it takes is a clean and distinct design aesthetic that will set you apart from the saturated market. Streetwear brand Unknown Union (UU) is one of a few South African labels which have managed to stand out with its distinct tracksuits and separates like T-shirts, caps, socks and jackets
We get to know the founder of the brand, Jason Storey. Tell us a bit about yourself. I wasn’t always a designer. I actually spent my early career as an in-house corporate attorney in New York, working around the clock on deal after deal. But I always had a passion for expression outside the field of law. I grew up surrounded by the study of art (my father was an art dealer).
Tell us about starting your label.
Unknown Union was born from that passion, but it’s vision has changed significantly since its origins. My family and I have been travelling to South Africa since I was much younger and it is through that experience that I developed a deep affinity for the people, places and cultures here. UU originally was originally founded in 2010 and at that time we primarily imported brands from outside of South Africa, such as Obey, Levi’s Vintage, Pendleton, and Warriors of Radness.
We also were the first to officially introduce Top Shop to the African Market through our exclusive pop up shop. Around 2011, we began developing our in-house clothing brand, UU, which was inspired by local art and culture, and it didn’t take long before this became the primary focus of our shop. Today, you can find our range at our newest location in Cape Town CBD (44 Bloem Street), where our garments celebrate the rich cultural history of Lesotho and South Africa and several new design projects that touch Angola, Congo and Kenya.
What’s it like being in the fashion industry?
The fashion industry is fun, but challenging. From the outside the industry can easily appear to be sexy and glamorous, but people don’t always see how much work and effort goes into the creation of each garment. From design to production it takes a team working meticulously around the clock to produce something worth buying.
How would you describe your brand?
We believe that there is something that binds every person on this planet together. There is no name for that thing. There is no way to smell it, taste it, feel it, see it, etc. But we all intrinsically recognise that it exists. That’s one of the meanings behind our name, Unknown Union.
How difficult is it to remain original when streetwear brands seem to emerge daily nowadays?
If you are pinning your originality on the uniqueness of your design, then few designers can meet that standard because almost every design you could think of to drape the human body has already been thought of or created.
Is it important for the brand to have the clothing worn by celebrities?
While we are thankful many celebrities have taken an interest in our brand, our clothing is designed for everyone .
How have you seen the role of social media develop for you as a brand?
Social has media has become more of a focus for the brand over the last year. Until recently, word of mouth and print were our primary marketing vehicles.
What’s next for Unknown Union?
Our UU family can expect to see new and innovative capsule collections from upcoming collaborations with local and international artists. Everyone is invited to come through our flagship Cape Town shop for the launch of our next exhibit: Fashion Art, on July 12. For details on the exhibit or to RSVP, please contact sidisafari@ gmail.com by June 12.
Connect with Unknown Union on Instagram @unknownunion.
Unknown Union designs.