The Holistic Approach
whether one is discussing a journey of personal growth or transforming a business, the odds are that, at some point, the word “holistic” will make an appearance. A holistic approach – the consideration of all aspects, processes, and people – has become quite the trendy option, yet in many instances, it’s clear that the intention and the reality are not quite aligned. Unless you’re talking about new fashion label, Jota-kena, that is.
This Cape Town-based brand has incorporated things of significance to the team members into the products. “our grandfather grew cotton in the Northern Cape and our dad has a background in agriculture,” says Tanith swinford, co-founder and creative director. “For this reason, it is natural for us to consider all the aspects and people involved, from the farm to the finish.” This approach is echoed by the brand’s ethos: comfortable, conscious, and intentional.
The most recent Jota-kena collection draws inspiration from the Ivy league lifestyle. The dominant colour palette is white, chartreuse, burnt orange, and tan, as well as forest green, navy, and black. while reminiscent of the 1970s, the garments feature softer lines, more flowing silhouettes, and a more comfortable fit. The fabrics range from cotton sateen to rayon twill, linen, and honeycomb Tencel that have been overdyed, treated, or crafted to make them ultra-wearable.
some of the garments, like the tailored shirt with its wide collar, embroidered with the Jotakena logo, as well as the velvet slip dress (to be worn over a polo-neck sweater and paired with ankle boots) have oodles of retro appeal.
Throughout the range, it is the attention to detail that stands out, especially in the embroidered designs. Truly remarkable multiple designs, hand-drawn by co-designer, Keziah swinford, adorn the garments. The JK Jumper, for example, sports an elaborate design featuring South African flowers – “a statement piece and not the jumper you wear to sit on the couch at home” – while the leila midi and maxi dresses and Berkley blazer have embroidery on the sleeves, back, and chest respectively.
“We are extremely particular about fit – a lot of attention goes into making each garment the perfect fit. For example, our Origami pants are made to flatter all figures,” Tanith says. Fit also equals comfort, as does the soft wash process all their shirts undergo. Because everything is hand-sewn, the styles are available in limited numbers, making them all the more exclusive.
However, the Jota-kena story is about more than just clothing. with a desire to bring their values to a traditionally cut-throat industry and create long-term employment, Tanith and her sister, Keziah, used their combined backgrounds in commerce, marketing, interior design, and graphic art to find a shared passion and create the Jota-kena brand. Their father, John swinford, is the third co-founder and supports them as general manager of the business, while Annette steenkamp assists with administration and production.
To reinforce the brand’s holistic approach to fashion, a fan palm is used as its logo, signifying praise, peace, celebration, rest, and resilience – after all, palm trees remain upright even in the midst of severe storms. Tying the logo in with the team’s ethos of considering all people and aspects, the palm tree also speaks to Jota-kena’s eco-friendly approach – they use environmentally friendly fabrics that breathe easily, made predominantly from wood pulp, making them a healthier, more comfortable choice.
“we always ensure that our garments are not produced in any way that takes unfair advantage of people or the environment,” Keziah explains. “our goal is not just to make beautiful, quality clothing, but to produce carefully made clothes, as we like to acknowledge the value of every person involved in the production process, right up to the women who buy the garments.”
To offset the fact that their fabrics are currently still imported from Europe and India, and to provide employment in the greater Cape Town community, all Jota-kena’s clothes are handmade by seamstresses in Cape Town, specifically the four hands of the business: Sonia Hoffman and Fatima Ajam, Jota-kena’s very hands-on seamstresses.
The clothes can be ordered online or purchased at Jota-kena’s Cape Town studio. “To visit our studio is to experience some of the in-house production process. You’ll get to meet our in-house seamstresses and see the machines they work on, our rails filled with patterns, the cutting table, mood-board, and core team at work. In other words, you will meet the Jota-kena family,” Tanith says. “If you’re lucky, you might even catch a glimpse of something new we’re working on for the coming season, or find a special once-off garment that is not available online.”
For more information, visit jotakena.com.