I’m glad you asked. I was a graphic designer living and working in Cape Town, desperate for some local, beautiful sewing projects to get my hands on. Afternoon started as a logbook of my sewing adventures, and slowly transformed into an independent sewing pattern label – I couldn't find the patterns I wanted in the shop, so I started to make them.
In the process of making my own patterns and garments, I realised that clothing has become more and more about consumption and much less about creation. The fast fashion industry hinges on our desire to consume; systematically exploiting garment workers and our environment.
But it doesn't have to be this way. Afternoon believes the world would be a much better place if we made more informed and mindful fashion choices. Sewing puts us in dialogue with our clothing and allows us to reconnect with fashion, instead of just consuming it.
Making your own clothing taps into your creativity and empowers you to take control of your wardrobe. I’m tired of seeing women trying to fit into their clothes, instead of having their clothes fit them. Our clothing should fit our bodies and unique personal sense of style. No exceptions.
It’s all about establishing a supportive community around sewing so that it’s accessible and not at all intimidating. At the end of the day, learning to sew is an exercise in slowing down, appreciating our clothing and connecting with a long line of heritage. The thing is, everyone can learn how to sew, and have fun doing it.
At the heart of it, Afternoon celebrates the beautiful culture of making. We are for taking a stand, celebrating diversity, and learning together.