Sty Frsh launches inclusive Autumn/Summer collection

The Sty Frsh clothing brand renowned for its commitment to quality and personalised service is set to redefine its narrative with the launch of its Autumn/Summer 2024 collection, a continuation of the celebrated Grace Collection Autumn/Summer 2023.

Inspired by the legacy of Grace Lesejane, the mother of the brand founder Odirile Lesejane, this new range aims to break barriers and celebrate inclusivity in fashion.

Lesejane said the Grace Collection was their first step into ladies wear and showed the world that Sty Frsh is not just a men’s brand.

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“We’ve evolved from mere colour combinations to showcasing our mastery in crochet craftsmanship in this new range,” he said.

Lesejane said the standout piece in this forthcoming collection is the pit-bull high-cut denim and leather boots.

“These boots are handcrafted in Alex using recycled denim and genuine leather on the upper heel and strip section. They are unisex and designed for durability and comfort. The colourful lining represents our vision of being bold and bright, serving as a reflection of our ethos,” he said.

The collection marks an important milestone for Sty Frsh as it features the first women’s jacket design inspired by a unique pattern from Lesejane’s mother.

“This design is a tribute to her; it’s couched in nostalgia tied to memories of how she dressed growing up. With today’s seasonal colour trends, we aimed to create something that completed the look while honouring her influence on my life,” Lesejane said.

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Sty Frsh seeks to evolve and expand its understanding of fashion beyond traditional gender conventions.

“Our slogan, ‘More Than Just a Brand,’ signifies our mission to embrace inclusivity. With this rebranding, we aim to change the perceptions and narratives associated with Sty Frsh and reach untapped markets that we’ve been boxed out of.

“Secondly, we are excited to announce the introduction of children’s apparel and sportswear in the next season, responding to customer requests and expanding our offerings,” Lesejane added.

As Sty Frsh embeds itself further into the fashion landscape, Lesejane remains committed to maintaining the brand’s integrity while ensuring it remains a voice of creativity and courage.

“This collection is not just about clothing, it’s about telling a story, a story of resilience, empowerment, and the art of speaking through fashion,” he said.

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