Sowearto Fashion Emporium Design Campaign

Sowearto is a South African clothing store in the heart of Jozi. It is a play on the local township of 'Soweto' and clothing, ie 'wear'. All the clothing is a combination of contemporary design with a local flavour. Afro-Chic as it were.



I decided to design the brand look around the recognisable local icon, Chappies Chewing gum. I used this as a step-&-repeat pattern to resemble that of the 'wallpaper' used in township shacks like Soweto. We had metres of fabric printed with the step-&-repeat logo pattern and had various relevant garments made for each of the corporate stationary elements. A tie for the business card, hat for the letterhead, slip dress for the compliment slip, and folder that folds up like you would fold a shirt.





The invitation to the launch party was a tin can that we had sealed with various local sweets including Chappies.




The bags were cost effective brown bags, with a simple sticker that said "Spykos" meaning township takeaways. I also did instore posters that we shot in Soweto itself.