LS

Sunday Times - - ON THE COVER -

me­dia, as we feel that is our best way for peo­ple to re­late to our prod­uct.”

Their look­book is bold, with their sim­ple hats and tees jux­ta­posed against bright, flow­ery back­grounds. The tees don’t need much to stand out against such a strong set­ting: see­ing a man clad in a white T-shirt with the words No Means No writ­ten across them is a rather strik­ing thing.

“While our per­spec­tive as womxn comes from a spe­cific ex­pe­ri­ence re­gard­ing these is­sues, we hope that other peo­ple can re­late in their own way be­cause con­sent goes be­yond is­sues of gen­der,” they say.

Be­sides the re­ally-not-at-all­com­pli­cated is­sue of con­sent (which is of­ten dis­cussed on so­cial me­dia and in so­cial cir­cles as though it’s a com­plex phi­los­o­phy that re­quires sev­eral higher ed­u­ca­tion de­grees to un­der­stand), an­other sex­ist idea that C(lit) cloth­ing at­tacks is the no­tion that women dress for men. Spoiler alert: we don’t.

Not Wear­ing This For You is a slo­gan that’s on their bucket hats and T-shirts.

With gen­der-based vi­o­lence and the treat­ment of women com­ing un­der scru­tiny across South African me­dia (and hope­fully across our din­ner ta­bles, too), the la­bel founders are aware of the con­tri­bu­tion their work makes to the cur­rent gen­der dis­course.

“We ac­knowl­edge that our voices are only a small part in the nar­ra­tive go­ing on in South Africa right now in terms of so­cial is­sues. We are striv­ing to cre­ate a brand that mul­ti­ple peo­ple can re­late to on some level. As womxn, we feel it is im­por­tant to cre­ate some­thing that can be shared with oth­ers . . . We hope that some of the texts we use can cre­ate dis­cus­sions around gen­der in­equal­ity, con­sent is­sues and the pa­tri­ar­chal cul­ture that is preva­lent in our so­ci­ety at large.”

Zim­mer­mann and Reyneke say they don’t have any solid ideas about where their brand will be in a year’s time: “We’re still work­ing to­wards build­ing our brand up; we are con­stantly go­ing through pro­cesses of learn­ing.”

In the end, C(lit) is about, as one of their slo­gans states, Pussy Power. And not just the old­fash­ioned (and in­sult­ing) idea that women’s true power lies be­tween their legs, but the idea that women are pow­er­ful be­ings. And it’s about time ev­ery­one ac­knowl­edged it. *‘Womxn’ is the in­ter­sec­tional ver­sion of women, and is grow­ing in use be­yond fem­i­nist spa­ces.

• Find C(lit) cloth­ing on In­sta­gram (in­sta­gram.com/ c.lit.cloth­ing) and on Face­book (face­book.com/ lit.c.loth­ings)

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