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09 Dec '20

BEING - SS2021

Posted by SELFI

Our BEING collection explores the nature of remaining centered in times of turmoil. We looked at ways one can remain connected to self through sacred herbs and medicines used by the Khoisan people. Colours are taken from plants such as Sage & Buchu, along with the ostrich egg which was used to store water and drink from. Deep brown tones resemble the ability to remain grounded and connected to earth. Silhouettes and sleeve details are inspired by the Khoisan body throughout the collection.




24 Aug '20


Posted by SELFI

‘Biodegradable’ is a term that is often used when talking about the textile industry from an environmentally conscious angle. If you want to make environmentally conscious fabric and fashion choices, it’s worth knowing a little more about biodegradable fabrics, the impact they have and why they’re a greener choice. The term ‘biodegradable’ refers to the ability of a substance to decompose naturally via living organisms.

 So while synthetic fabrics like polyester, nylon and acrylic are technically able to biodegrade, they take too long to do so and are produced with many chemicals, causing them to emit greenhouse gases such as methane into the environment. This creates damage to our environment and is not therefore sustainable; 600 years of methane emissions is definitely not desirable!

The majority of fabrics and fibres will biodegrade, whether synthetic or not. However the time it takes along with the amount of damage dealt to our environment will vary, depending largely on what fibres a fabric is made from. 

18 Aug '20


Posted by SELFI

Synthetic materials used in clothing & textiles such as polyester, acrylic, and nylon represent about 60% of the clothing material worldwide. Out of this 60% of synthetic materials, the most used one is polyester. These man-made materials are highly popular and usually chosen by the fashion industry because of their availability, durability, resistance, and affordability.

When manufactured, washed and worn, synthetic clothes & textiles shed tiny plastic fibers that end up in the environment. Plastic that ends up in the environment does not biodegrade: it fragmentizes into smaller pieces. These tiny pieces, called microfibers, are smaller than 5 mm and usually not visible to the naked eye. 

Sea organisms like plankton can easily mistake these tiny plastics for food. In turn, many smaller animals and fish depend on plankton as their main food source. Anything that dines on the plankton will get a dose of plastic pollution – potentially passing microfibres up the food chain. Its important that we check our care label while purchasing our clothing. Make sure you look for clothing that contain at least 70% more natural fibers to help protect our oceans. 




01 Jul '19


Posted by SELFI

SELFI’s “Devine Femme” collection was showcased at SA Fashion Week in Johannesburg 4 April 2019 . The collection explores the balance between the feminine and masculine energy within the self. The Divine Feminine is beyond gender. It is the ultimate compassion, and purest of innocence. It is nurturing, soft, forgiving, non-judgmental, procreative, intuitive, sensitive. It is the birth of all that is.

Our female silhouettes embodies materials that are more decedent and softer such as silk and linen, whereas our male silhouettes we used materials that are stronger and more rigid like bull denim. All items are made from 100% natural fabrics , from raw silk to bull denim to Shepard skin and is therefore biodegradable.

Shoes by : Adidas South Africa

Accessories : Yellow Jewellery and Project Dyad

BTS Photographer : TK Mogotsi