NOT GOING QUIETLY
Wynne Bredenkamp is creating a go-to brand for timeless clothing for women of all ages
Tell us about your brand Not Going Quietly (NGQ) was inspired by my mother, a single mom who owned her own business for 23 years. She’s strong, stylish and sassy. We love to shop together but she struggled to find clothing that looked modern, suited her size and covered the “lumps and bumps”.
What makes your brand distinct?
We are an anti-ageist brand that works to celebrate the wisdom, experience and beauty of women. All our garments are made to cover insecurities but enhance confidence, and the core of our brand identity lies in showing the world that older women are still sexy, still strong and still current.
What is the Not Going Quietly aesthetic? Elegantly bold with a focus on minimalist lines and a touch of Asian influence
What does ageless fashion mean to you?
To me, ageless fashion is a combination of simplicity, comfort and confidence. Some of the best designs that we rediscover each decade are beautiful in their simplicity. In fashion, this translates into identifying cut and construction above fads and “must haves”. If the cut of the garment is right I feel that gives the piece a timeless quality. If that piece is extremely comfortable as well? Then you not only will wear it time and time again but with a confidence that transcends age.
How do you design for an ageless consumer? What are some of the considerations?
The ageless consumer not only wants a modern yet timeless piece but expects them to last long enough for their daughter to steal them. Important factors for us are cut, fabric and quality construction, but, most importantly, comfort. When it comes to the cut, each line in a garment is assessed for fall, finish and beauty.
Tell us about your latest collection.
Our autumn/winter 2019 capsule collection, Edition 3, was inspired by mist-shrouded forests and the jewel tones of the undergrowth after a cool rain. In soft textures of satin, melton and chiffon in a rich palette of teal, berry, amber and olive, the collection includes warm winter coats, high-waisted pants, flowing blouses and dresses. The key pieces are our oversized wrap coat in teal, the silky kimono blouse with matching pants and berry wrap dress.
Who is the NGQ woman?
She is a leader, a matriarch. Focused and driven, she moves between her profession and family with humour and a secret smile. She travels light, prefers quality over quantity and has an understated but bold style. She has embraced ageing and loves the selfassurance and unique joy each decade brings. She defines herself.
What’s next for your brand in 2019?
Having just come out of our first year, we are looking to grow our relationship with our clients as well as the fashion community. Top of our list is to expand our national footprint. We have a presence in Cape Town and Johannesburg but have an exciting opportunity to stock a well-known South African fashion store this spring.