Why This 23-Year-Old South African Brand Is One You Should Think About Investing In



When I was deciding what career path to take I was mostly interested in drama and art, but after much deliberation decided to go the route of clothing as it seemed like a great marriage of the two and more tangibly viable.
With the art and sketching of garment design and the theatrical creativity needed for the shows, I could simultaneously explore both and hoped to grow a sustainable business from it. I started the brand 23 years ago stocking one store based in Durban which was called DDE (Durban Designer Emporium). In 2000, I got involved in The Space concept and we opened our own stores, we now have 10 stores and an online site. Plus we sell through 15 other independent stores.

… Its style language combines deep experience of the South African lifestyle and context with aspects of Japanese sensibility…

BNS: How would you describe your label?
The brand, Amanda Laird Cherry,  is a designer womenswear and menswear label that creates apparel with soul. With a focus on telling the stories behind clothing and culture, and a dedication to authentic, responsible production, the label appeals to a range of customers. Its style language combines deep experience of the South African lifestyle and context with aspects of Japanese sensibility, and it is known for its range of considered basics, dresses, separates and statement pieces. 
BNS: What do you believe should be the foundation of every woman’s wardrobe?
A well cut black dress – it Is a classic and will always be in style. The white shirt – also a perennial and can be dressed up or down. Denim in its various forms and shapes will hopefully always be around. 
BNS: Who is the Amanda Laird Cherry woman?
The Amanda Laird Cherry woman is unique and down-to-earth, stylish and excited by the distinctive design vision of the brand. She is proud to support a local designer with local production. Through supporting our brand, she is connecting with a community of like-minded individuals, who are inspired by the story our garments and ranges have to tell.

The Amanda Laird Cherry woman is unique and down-to-earth, stylish and excited by the distinctive design vision of the brand.


BNS: Where do you get style inspiration?
Our garments are an expression of our own viewpoint and what we want to say about style and culture. That means we also consciously align ourselves with others who share our vision – whether they are ambassadors, staff or production partners.

BNS:Where can we purchase pieces from the brand?
ONLINE:

THE SPACE:
KZN:
Gateway Mall and Pavillion Mall.
WESTERN CAPE: Cavendish Square
 and Canal Walk
GAUTENG: Rosebank, Clearwater,
 Mall Of Africa, Menlyn Park Mall, Woodlands Shopping Centre and Brooklyn Mall
INDEPENDENTS:
GAUTENG: 
ADELE CATHERINE 

KZN:
ADELE CATHERINE
KZNSA 
EYE LOVE
WHITE SUMMER

WESTERN CAPE:
AKJP COLLECTIVE
ME & CO
EYE LOVE
MPUMALANGA:
PREY 
JOLA BOUTIQUE 
ONE FINE BEGINNING PTY (LTD) 
NAMIBIA:
OSCAR & OLIVE

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