
Native's exhibit at the Mercedes Benz Fashion Awards
Props to African Fashion International and the great work they’re doing showcasing SA design talent. Every month they profile a designer and his/ her plans for the future. This month it’s all about Mister Craig Native.

Craig Native: 'You can't separate culture and fashion'
When designing a collection, my references/point of departure is always the African lifestyle. But not all the stereotypes of Africa and all that stuff they put in tourist magazines, rather the authentic experience of people who have been born and raised here in Africa. More specifically, my own Africa and life here – I was raised in a typical working class, Afrikaans ‘coloured’ household where there is a rich and complex urban culture that is uniquely African. You can’t separate culture from fashion – one goes with the other.
My latest collection is a story about the Kaapse Klopse. Known by the authorities as the Cape Minstrels and by the locals as the Coons, they have been around for a very long time. It is a type of South African culture that I wanted to see recognised in a fashionable way as they have never been used before as a source of inspiration.
The most innovative thing about my new collection is sporty bodysuits with some ethnic details.
The next steps that I will be taking to continue my development are getting involved and working with a project group who are supporting African cotton farmers.
I understand quality in fashion to be culture and cloth. As I have said, you can’t separate culture and fashion and Native stands for true tradition mixed with humour and fashionability. Just expressed through cloth.
South African fashion design is defined by financial constraints and realities. And while this is a real issue for all of us in the industry, what I really want the Native brand to do is promote authentic South Africanism through my design, so that it is real to the people who buy it, and provides a snapshot of our culture to those who look at it.
I collaborate with Adidas on a track suit top for the supporters of the FIFA Football World Cup in 2010.
As a sports guy, I design practical yet interesting products that people actually wear. At Design Indaba I had a break dancing team perform in my clothes as the showcase.
In a tough economic climate my customers can actually afford my products.
I want to become known as the enfant terrible of the South African fashion industry but I don’t regret it. Fashion will always reflect the times. Right now, times are pretty tense and the Native brand likes to add a bit of chilli to the mix.
www.craignative.com
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