In recent years a vast amount of local brands have come into existence, promoting street culture with unique designs and quality garments. Brands such as GalaxyBoy, Head Huncho, Butan, 2Bop and many others are currently putting huge dents in the ideology of South Africans needing to rely on brands not made in this country in order to be stylish and express themselves. Ahead of this rise in local clothing brands is Hall of Fame award winning brand Embedded.
Started in September 2013 by owners, Kagiso, Kgothatso & Thato along their multitude of partners, this brand serves the most basic need for creatives, to create. “Basically, in 2013 fashion was still struggling, so we needed something that was new & out there, so I designed these studded caps called embedded caps, and it simply took off from there,” Kagiso.
Distribution is a factor that plagues many South African local brands, reaching the market whilst still being affordable is a daunting task, yet time and time again Embedded continues to provide quality and affordable products to its clients, despite challenges such as, unprofessional factories & reaching a larger audience.
Drawing stylistic influences from different brands and icons, Embedded’s catalogue is the stuff of legend, from their t-shirts (short & long sleeved), hats, bomber jackets, trench coats even fanny packs to their latest drop, invisible jackets which is currently making waves in the streets, it’s no surprised why this label’s progress is constantly escalting. These garments have styled clients such as, Emtee, Dj Slique, A-Reece, X Global, eTV’s Shiz Niz crew, AKA’s designer Don Design, Mabala Noise’s latest signee Moz Kidd & many others. “Being stylish to us simply means not looking like the regular guy, always pushing boundaries, being and thinking out the box,” Thato.
“We want to branch out nationwide, open our own store possibly. Even if we don’t have a store on every province we aim to have Embedded members that sell our stuff in every province,” Kagiso.
With future collaborations with fellow local brand ohyeslord and another with Family Tree artist Tshego coming up along with many other prosperous endeavours, summer and winter don’t really matter, every season is Embedded.