History Of Street Wear
Corporate Social Responsibility
Sandman Clothing International is an up and coming Street wear brand that is both fresh and exciting as well as familiar in terms of the old school attire, styles, textures and concepts. Sandman Clothing derives its influence from hip hop, from 80s and modern street style, tribal art and native African reference.
With its roots in modern and historic music and urban culture, Sandman Clothing will become a global brand representative of new age “cool” culture. Heavily influenced by pop culture and music, the African label brings forth a collection of t-shirts, hoodies, caps and bags all designed through various lines and collections based on a feature, shape or idea of the moment.
Bridging the gap between luxury fashion and streetwear, this label finds the middle ground between the any City’s downtown edginess and the refined finesse of uptown. It all began about three years ago when founder Charlie Ernest drew inspiration from her brother, whose nickname is Sandman, as well his teen style influences and his bashful sense of cool that still resonates in her opinion even today.
If you think simplicity equates to a forfeit of visual appeal, Sandman Clothing is here to prove you wrong. Taking an artistic approach to streetwear design, at Sandman Clothing we keep it clean and minimal without sacrificing stylistic interest. Our brand offers wide range of tees, snapbacks, swim trunks, and sweats that offer modern silhouettes in monochromatic colorways. What’s the best part? Our products aren’t ridiculously expensive, making Sandman Clothing your new favorite outlet for street-ready basics.
Not only does Sandman Clothing successfully unite casual comfort with straightforward silhouettes, but we also tend to play with textures and patterns, making for some serious stand-out piece with contrasting pieces. For us, sometimes less is more.
As with many grassroots cultural movements, streetwear has been notoriously difficult to define. While under a constant state of evolution of style and creative direction (as with many street trends), one constant of streetwear has been the types of clothing produced, commonly centering on "casual, comfortable pieces such as jeans, t-shirts, baseball caps, and sneakers".
Street fashion is fashion that is considered to have emerged not from studios, but from the grassroots. Street fashion is generally associated with youth culture, and is most often seen in major urban centers. Magazines and Newspapers commonly feature candid photographs of individuals wearing urban, stylish clothing. Japanese street fashion sustains multiple simultaneous highly diverse fashion movements at any given time. Mainstream fashion often appropriates street fashion trends as influences. Most major youth subcultures have had an associated street fashion.
The movement is generally accepted to have been born out of the Los Angeles surf culture of the late 1970s / early 1980s. Brands included Ocean Pacific, Hobie, Off Shore, Gotcha and Life's a Beach. Local surfboard designer Shawn Stussy began selling printed T-shirts featuring the same trademark signature he placed on his custom surfboards. Initially selling the items from his own car, Stussy expanded sales to boutiques once popularity increased.
Early streetwear brands took inspiration from the DIY aesthetic of punk, new wave, heavy metal and later hip hop cultures. Established sportswear and fashion brands attached themselves to the emerging early 1980s hip hop scene such as Kangol and Adidas.
Nike's capture of soon-to-be basketball superstar Michael Jordan from rival Adidas in 1984 proved to be a huge turning point, as Nike dominated the urban streetwear sneaker market in the late 80's and early 90's. Other clothing brands such as Champion, Carhartt and Timberland were very closely associated with the scene, particularly on the East coast with hip hop acts such as Wu-Tang Clan and Gang Starr sporting the look.
With the advent of "being” culture, the turn of the century saw an increase in established luxury brands beginning to make inroads into the market such as Burberry, Gucci and Fend all making appearances in hip hop videos and films. The most popular shoe of the era was undoubtedly the Nike Air Force One, immortalized by Nelly.
Brand launches by the chief execs of record companies were the next fad in the scene and have survived the trend up to now.
Being a mother of two little girls I am prone to support causes that ensure that the voice of the girl child as well as women is heard. At Sandman Clothing we support two causes, organizations that support the underprivileged girl child and organizations that support abuse against women such as shelters and assistance organizations.
At Sandman Clothing we take our corporate responsibility seriously and we are committed to continuing investment in our communities. Our charitable donations are geared towards issues of importance to us and relevance to our community. Sandman Clothing also supports initiatives of the business community to help address the socio-economic development needs of affected social groups.
Sandman Clothing will endeavour to partner with relevant organizations each year to survey domestic violence shelters to learn more about what is happening on the front lines of this important issue. The annual survey will be conducted in Zimbabwe and South Africa, it will involve an in-depth look at domestic violence through the perspective of executive directors at women’s shelters across the country.
Creative Director & Founder
Chief Financial Officer
CREATIVE DIRECTOR & FOUNDER
has her roots grounded in a profession that is far from what the brand is about. She holds a Law degree and has over 13 years’ experience as a Business Assistant in the corporate world. Always a creative at heart, she knew that working for the man was always a temporary situation. The brand is named after her brother whose life and times are the main focus of the brand, its roots and concepts as well as its street edge and persona.
CHIEF FINANCIAL OFFICER
brings with him years of experience in the retail as well as the food and beverage industry. Always a people person and inspired by creative and innovative personalities, he’s the pinnacle of the company, foreseeing the direction of the organization is as set out during strategic planning stage, ensuring that staff and leadership maintains a synonymous and tangible structure ensuring success time and again. His own personal creative input is paramount to the organization as his knowledge of the brand and its roots is personal knowledge and experience at play.
A serial entrepreneur of note who has and continues to enjoy success in the business world independent of the brand. He comes on board to ensure the operations side of the brand works well and in tandem with its goals. Victor role within the organization has become paramount to the success of the brand through his own creative involvement, as well as his attention to detail with regards to all areas of the business operations.
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