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SELFI is a Cape Town based ready to wear clothing brand  specialising in creating sustainable, bespoke ethical apparel and accessories. The name SELFI was taken from the word self and motivates self empowerment and self betterment. Each collection is meant to tap into a essence of the self which is natural and authentic
SELFI is housed in its lifestyle concept store in the heart of Cape Town , South Africa, selling annual collaborations with thought leaders in the South African creative sphere. The store is  also a home to a host of carefully selected South African designers such as Githan Coopoo, Lorne, Day Feels, Dyad, Deity Skin and WASS Skin Care, ranging from jewellery, essential skin care, as well as accessories which fill the space and share the aesthetic and ethical approach of the SELFI label.