Celeb Interviews

Fashion Designer Craig Jacobs’ Interview

Undoubtedly one of SA’s biggest Fashionistas, Craig Jacobs is a Creator and Founder for Fundudzi. He is also the Owner of STY(LIST)A. Jacobs has been invited to present a couture collection at Paris Fashion Week in July 2007 as part of SA Tourism’s C’est possible initiative convened by Gavin Rajah with Dr Precious Moloi-Motsepe at its patron. Craig is also one of 50 global Range Rover Evoque City Shapers (the others are Solange Knowles, Georgina Chapman of Marchesa and Francesca Versace). Check Out this one on one interview we had with the exceptional Craig!

craig jacobsWho is Craig Jacobs?

I think more than anything I am a communicator – someone who uses words, and clothing, to spread a message. I am thinker – but also someone who wont stop until I am happy with the manner in which the vision in my head has manifested in real life. I love life – and the little luxuries it allows, but I am flawed in so many different ways: I am easily bored, and frankly, I am not great with finances. More than anything, I am blessed. The opportunities and experiences which have come my way are really blessings that I am eternally grateful for.

Have you always wanted to be a journalist?

Yes. You know, as a kid in the 1980s, living in a Coloured area in Cape Town was quite tumultous and I remember one incident when the Caspars came through our road and started beating up the people on my street. My mother is quite a vocal person, and she was so outraged she called the local politicians (who seemed powerless to do anything) and then she called one of the Cape Town newspapers. I remember the journalist coming into our home and interviewing all our neighbours who were beaten up . The story appeared on the front page of the Cape Times the following day and I realised how powerful the media was in highlighting the plight of the downtrodden and the voiceless. That was the turning point when I realised that I wanted to be a reporter.

 

You have written for Sunday Times, Design Indaba and Elle South Africa to mention just a few. What have you learned working in a media industry?

Writing takes discipline, perseverance and allows you to look at the world around you with an inquisitive eye. It enabled me to hone my research skills (which has come in handy in terms of developing my businesses) and to have a thick skin – you cant be too precious about what happens to your story after you have filed it when you are competing for space and you have to be determined to ask the right questions, even when the interviewee would prefer to avoid answering them.

When did you fall in love with fashion?

My interest in fashion lies in my interest in what makes us tick. I actually studied sociology at university, and I believe what we chose to clothe ourselves with reflects our personality and our consciousness. My first job was working for an Australian fashion and lifestyle magazine called Cream where I found myself interviewing one of Australia’s leading designers, Akira Isagowa and he told me about his approach to design, and his concept of borderlessness between menswear and womenswear, and of transseasonal dressing as an answer to global warming. It really got me thinking about how clothes can communicate.   That stayed at the back of my head when I returned to South Africa in 1998, and I started looking at clothes in a different light.

What is Fundudzi?

Lake Fundudzi is perhaps one of our most unrecognised ecological treasures – it is the largest freshwater lake in southern Africa and is the only lake in the world created by a landslide, thousands of years ago. Intriguingly, it is a sacred site for the Venda, who believe you can hear their ancestors drumming beneath its waters at night.

The opportunity to tell the story of this amazing ecological treasure is the reason why I named my label after it.

 

What made you start Fundudzi?

I left journalism in 2003 and I started my first company, STY(LIST)A, which nurtures local creativity, produces bespoke events for luxury clients and helps brands navigate the retail and media landscape. That same year, I was asked to co-present a US travel programme with British supermodel Jodie Kidd in Cape Town and we got talking about South African design – she pointed out she was looking for something undeniably South African while she was here, and found the options mostly lacking. It was a sort of a lightbulb moment for me, and a few months later I created Fundudzi to answer that call.

craig jacobs2 Why did you choose to use environmentally friendly materials?

 

I really believe we shouldn’t be complacent when we see what is happening in the world today. There is a renewed consciousness where the individual is realising that he or she can bring change rather than expecting those in power to do that. I wanted my label to help bring about change in a small, yet palpible way and by trying to use eco fabrications, reduce waste and help preserve energy while empowering others (we support a range of different small businesses from local craft groups to manufacturers) that is the way in which I am trying to make a difference.

 

When you started Fundudzi did your peers take you seriously and supported you in regard to what you wanted to do?

 

This was probably the most difficult thing. I never sought publicity or awareness for what I was doing, but I did notice that my peers in the media – especially in the print arena – looked at what I was doing quite cynically. I also know that some designers would criticise me, and question my credentials. What does he know about design? They would ask. I have never claimed to be a designer – I hardly know how to sew something properly. My clothing comes from my ideas, the little visions in my head, which I am able to channel into fabric. That said, starting my label was perhaps the most difficult journey to take – there have been so many struggles, heartbreaks and challenges which I have had to experience, but I am thankful for all the lessons that have proven to be opportunities for my growth.

In 2007 you were chosen to go to Paris Fashion Week as part of the SA Tourism endorsing project C’est Couture. How did that come about?

 

This was perhaps the biggest turning point in my design career – I remember been called to a meeting by Gavin Rajah and the esteemed French stylist Farouk Chekoufi where they told me I was selected and I thought I was dreaming. Gavin Rajah has long been a mentor of mine from the time when I was a young journalist, and it was an honour that he would consider me as one of those selected. And Dr Precious Moloi-Motsepe was also instrumental in enabling the project, and I am forever indepted to her for her generosity.

 

How was the experience (Paris Fashion Week)?

 

It should be clear that we really presented a range to key fashion influencers, buyers and media at the event – this was not a traditional showing. The entire project was an upliftment one, designed to help nurture young emerging talents and it was an experience which I know enabled all of us selected – David Tlale, Thula Sindi and Thabani Mavundla – in taking our businesses to a new level. There was validation that I was on the right track, in terms of my design approach and my philosophy – and that has helped spur me on to work harder.

craig jacobs6How important is it to brand yourself?

I really think branding is something which is so over-rated. There is no point driving exposure when your product is lackluster. My biggest push has been to create beautiful garments which flatter and celebrate women (and men) from the finest eco luxe fabrics. I believe that each piece we create, whether it is a couture dress or a t-shirt, should be the embodiment of that philosophy – and in that way, it becomes an oracle of what we are about.

 

Who is Fundudzi’s target market? And how do you reach that market?

 

The individual drawn to Fundudzi by Craig Jacobs is someone who is conscious of their environment, conscious of the every changing world, and confident in themselves. They don’t need clothes to transform who they are – they are looking for pieces which celebrate their individuality. That said, most of our clients are successful, whether they are creating their own enterprises or moving up the corporate ladder, they’re global in their outlook but grounded in Africa. The channels which we use to engage with our Fundudzi warriors are through Twitter (@Fundudzi), Facebook (www.facebook.com/fundudzibycraigjacobs) and through our website which relaunches soon, and while will enable you to immerse yourself into the world of Fundudzi in a range of different ways.

Does size really matter in the fashion industry?

When it comes to your body size, it shouldn’t matter at all – I tell my clients that clothes need to accentuate and celebrate who they are, regardless of what their size is.

What has been your biggest challenge?

To continually find new sources of eco materials. It is a constant struggle, hence we have taken a more holistic approach to being eco friendly, through reducing waste, upcycling, reducing energy and upliftment projects. We don’t claim that every piece from our label is purely eco-friendly, but what we do guarantee is that everything we create makes a positive difference to the planet.

Your biggest achievement yet?

The fact that we are still standing eight years later!

Who is your inspiration?

My Mother of course; she is strong willed (and quite fiesty!) and taught me that “no” is never the right answer. In the creative realm, I draw inspiration from Issey Miyake and Commes des Garcons.

Where’s your favorite place to hang out?

I’m really a homebody these days – I love lying on the couch reading a book. But I also love having brunch at cafes like Tashas or Moemas.

Name two people who would love to dress/design for?

Without a doubt Christine Lagarde, the MD of the International Monetary Fund, and Chloe Sevigny.

 

What colours should fashionistas rock this Spring?

Individuality is the key to trends going forward, so you really can pick anything and find a way of making it work. But that said, our spring summer collection features a lot of pastel shades – especially mint green and ice-cream pink.

 

David Tlale or Gert Johan Coetzee? And why?

I love both of them for creating a bit of drama – and the way their hairstyles seem to constantly evolve. They’re create ambassadors for a burgeoning Mzansi design culture.

 

Your advice to young people?

Dream big, but work hard to make it happen. I am really frustrated with young people today who think everything should be given to them on a silver platter without putting in the hard slog. I’ve cleaned toilets, mopped floors, and scrubbed ovens to make a living. Today, I’m still not scared of getting my hands dirty so don’t be surprised if you see me carrying a rail or sweeping the floor if I need to.

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