The power of creative collaboration has never been so relevant: the adage “Together, we are stronger” is often the reason why people and brands come together and is behind some of the most creative, inspiring and meaningful work we’ve seen, be it international or local. The Trenery Guild is one such example, as it sets out to celebrate South African talent, craftsmanship, quality and excellence.
Trenery head of design, Jane Grimme, is gleaming with pride at what the Australian-born brand’s collaboration with South African talent means for today’s creative climate.
‘Collaborating with these outstanding creatives provides a new perspective on our brand and adds a local South African voice. Working with these artisans is so aligned with our own values of creating beautiful-quality garments and accessories that are made to last,’ says Jane.
The collaboration will also be launched with accompanying in-store activations, starting at the V&A Waterfront store in Cape Town, where a limited edition gift with each purchase will be available for customers, with a striking installation by highly acclaimed textile artist, Pierre Fouché.
Fouché finds common ground with Trenery’s design process, noting that every garment must start with a single thread – much in the same way that his elaborate installations begin. Here Fouche works in collaboration with fellow artist, Pierre Le Riche. Together they have created a work that distills the essence of textile fabrication.
Local tea brand Yswara is also on board, bringing to life the richness of the autumn/winter prints in the Folkloric Spice collection. In time for Mother’s Day in May, artisanal perfume-maker, Marie Aoun of Saint D’Ici evokes the luxury of cashmere through a bespoke scented candle. And in time for Father’s Day, craft distillery Pienaar & Son will be revealing their collaboration which speaks to the heritage of tradition, of a handover from one generation to the next, as is the case in traditional tailoring – with a modern twist.
The Trenery Guild launched its collection in Johannesburg yesterday, where local media bigwigs and fashion personalities alike were all treated to a meal prepared by French cuisine Soweto-born chef, Wandile Mabaso, a tea-making demonstration, a gin tasting, niche scent journeys, and gallery style exhibitions.
These activations and limited edition gifts with purchase will take place at select Trenery standalone stores from February to July 2018. We certainly can’t wait to appreciate an authentic display of craftsmanship in our own wardrobes too.