GERT-JOHAN COETZEE
NESCAFÉ RICOFFY 50TH BIRTHDAY CAMPAIGN
In celebrating their 50th birthday this year, Nescafé Ricoffy thought it would be fitting to celebrate Mzanzi’s “South Africanness” — just in time for Heritage Day. As part of the campaign, they asked South Africans to submit words and phrases that capture their South Africanness to be featured in Mzansay, a keyboard app they’re launching this Heritage Month.
To add to the celebrations, they’ve partnered with South African designer GertJohan Coetzee to design what they’re hoping will be one of this season’s most coveted fashion items. We spoke to the style guru to find out what inspired him, how he has translated the essence of South Africanness into his design and what he’s celebrating this Heritage Day.
For Heritage Day this year, you’ve partnered with Nescafé Ricoffy in celebrating their 50th birthday. What special element are you bringing to the table?
GJC: When it comes to design and fashion, I like to express myself in meaning — things that have a deeper meaning than just what meets the eye. The bucket hat we’ve designed brings that to the table. It’s a conversation piece.
What’s behind the choice of a bucket hat for this campaign?
GJC: There’s nothing as South African as a bucket hat. It’s an iconic staple in everyone’s wardrobe in SA and Africa. And also, by chance, it happens to be a global trend. So it’s such a cool opportunity to mix some couture, a bit of street style and a bit of fashion.
How have you represented “South Africanness” in your design for these hats?
GJC: This bucket hat was inspired by a print I designed for my Kraal Couture collection. I was inspired by the Nguni cows on the farm growing up and what the Nguni means. The Nguni skins were about respect in Africa. They were used to trade and as money at some point. They have a beautiful spiritual meaning in African culture.
So I created that print, created a collection and an artist impression of the Nguni cow skin. Then Ricoffy approached me and asked me to updesign the print and add beautiful words into it. It’s a cool representation of the Kraal Couture collection, a reflection of SA.
What’s your favourite word from those submitted for the Nescafé Ricoffy Mzansay keyboard that you’ve incorporated into your design for the bucket hat?
GJC: I have to say, my favourite word on the hat has to be “achuz”. I love the meaning of it — “friends” — and we’re all friends at the end of the day, it’s part of our South Africanness.
If you had to put forward your own South Africanness word and phrase to include in the Mzansay keyboard, what would it be?
GJC: I’d add “snoeks”. That is what I call my girlfriends — they’re all snoeks — which to me means my love and friendship.
What are you celebrating this Heritage Day?
GJC: I’m happy and grateful that I live in a country where you can be yourself. I’m going to add a bit of an LGBQT+ element to my Heritage Day. I think it’s important for us to keep pushing these agendas and pursuing the freedom we have in SA. Hopefully one day it will spill over into the rest of Africa. I always try to get people to understand that being part of the LGBBQT+ community is not a choice — we were born that way.