“the man whose horse trots a mile in a minute does not carry the most important messages.”
Henry David Thoreau
Our digital age has blessed us with machines to ease our lifestyles, quicken our work and give us more personal time. And yet, ironically, often they tend to do exactly the opposite. When was the last time you stopped to read a book, sip on a coffee or just breathe in the wind… without following the latest tweet out of the corner of your eye? It is increasingly difficult to ‘turn off’ the world, the constant influx of messages and information, and the continuous flow of data which bombards our potentially quiet moments and invades our private lives. It is time to disconnect.
There has been a trend towards a more humanist approach to life. There is a new focus on once again engaging in lengthy activities; cultivating wine, kneading bread, making jam. There is a return to something we have abandoned and forgotten: time. There is a new appreciation of craftsmanship and authentic artisans, timelessness and invaluable items.
So where will this movement take us? How will it effect fashion? How will we as the consumer be offered something that is going back to a focus on quality and sophistication? How will we leave disposable fashion and once again seek the finer things in life? When did you last find a brand that took your breath away in its attention to detail, its beautiful fabrications, its boasting of craftsmanship?
Introducing Sergeant Pepper Clothing.
Sergeant Pepper is bespoke, crafted clothing. Its creators felt our beloved South Africa was hungry for a home-grown brand which was on trend with Europe. They saw the gap between South Africa and the rest of the world and wanted to offer something to close this.
And so Sergeant Pepper Clothing was born. This proudly South African brand offers sophisticated fashion with a focus on fit and finishes to our market and at affordable prices. The brand will not only offer clothing as they want to inspire men to embrace the brand's attitude and lifestyle entirely and to be able to appreciate the finer things in life again; good food and wine, well-made coffee and the art and skill of well composed music. The Sergeant Pepper man appreciates good threads and attention to detail, and is not afraid to push the boundaries of commercial fashion while feeling comfortable at the same time.
Sigh… where have you been all our lives Sergeant Pepper?! Long may you conquer the dull men’s fashion that overwhelms the South African market!
Sergeant Pepper Clothing aims to open its online store and be available at selected retailers from September. Go check it out at www.sgtpepperbrand.com and like them on their facebook page. If there was a "love" button available, I would have hit it!