“An African summer
life is the inspiration behind this year’s Holmes Brothers
summer range. A lifestyle filled with surfing, palm trees, bonfires, flip
flops, bunny chows and beer is the nostalgic imagery that we've embraced.“ says ace goofy foot
surfer and originator Gary Holmes. “We have you
covered," he adds with a smile.
Launched
at the famous Freak Store chain in the Japanese fashion capital of Tokyo in
late July, and virtually sold out in days, the range is a full portion of
Hawaiian print shirts, bowling shirts, board shorts and walk shorts.
Holmes
Brothers is a local-is-lekker success story that has made a splash
internationally. The brothers combine their authentic Durban roots with studies
fine art and textile design to create a fashion label that is quirky,
multi-cultural and supremely easy to wear. Although firmly rooted in SA, the
Brothers use diverse trends and influences from as far afield as Japan, New
York and London as inspiration, breathing life into a brand that resonates
across the world. The brand has participated in SA Fashion Week over numerous
years and has been featured in international publications such as Drapers Record, London, Elle-U.S edition, Nylon USA and Collezione Sport
& Street Europe. The incredible
response to being sold abroad has also translated to fantastic sales in the Holmes
Brothers stores in Durban (La Lucia Mall and Watercrest Mall), Johannesburg and
Cape Town. For the
international market the Brothers have a store in Marseille, France and are
launching an online retail platform aimed at Japanese customers.
To
keep the authenticity and integrity of the brand crystal clear, Gary feels
strongly about the origins
and the manufacture. “We have to take a stance
regarding how we put our threads together and have decide to keep our
manufacturing 100% local. With the purchase of a Holmes Brothers garment, you
can take pride in the fact that you bought something made in South Africa,
designed by people who love what they do.” The company also
takes great pride in its social responsibility to the community and the planet.
For example, all the wood for the shop interiors is reclaimed and even the
shopping bags are made from off-cuts and unused fabrics. Holmes Brothers has
also sponsored the menswear award at the Durban Institute of Technology’s fashion design
school for the last 6 years.
The
2017 summer range is available in store and in the Homes Bros on-line store now
at
Issued
By: Philippa Harvey
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