Supporting locally produced fashion just got easier thanks to young minds at Superbalist

Be a street style star this winter
Be a street style star this winter

When a contentious "Mr Pricey and Shopritey" conversation had social media streets ablaze earlier this week, another conversation about affordable South African clothing retailers stemmed from the furor. 

The question being: besides Mr Price, where else can South Africans purchase trendy, affordable clothing made exactly with us mind? 

READ MORE: Is fashion too fast for SA? 

With our European and Australian fashion friends raking in the cash of keen consumers weekend after weekend easier than our local counterparts, we have to ask ourselves why that is. 

There are a number of reasons that include - but are not limited to - the relationship between consumer perceptions and SA's retail model. But more on that another day.

For now, we're shining the light on a local retailer that is constantly moving with the times in order to ensure we keep happily filling our carts. 

Superbalist announced last week that their new namesake private label had officially launched. This label is inspired by catwalks and street-fashion around the world, and every collection is limited and once-off. 

superbalist private label

Additionally, the label is also proudly SA-focused, designed in-house by South Africans, with 80% of garments produced locally for a South African consumer. 

READ MORE: To all the French brands I've loved before... I'm shopping local now 

Head of design at Superbalist David West says their "hope is that people see the potential to express themselves through the Superbalist label. We help them to do this by releasing limited ranges in exclusive drops every week so that not everybody else is seen in the same item! It’s a collection of the newest trends and wardrobe staples done our way". 

Diversity is another focus for the brand and the plus-size offering is a key component - something a few retailers have yet to tap into. This comes through strongly in the Superbalist label, which has the goal of creating main-range items in extended sizes.  

David also adds that what will make Superbalist's new offerings even more appealing is that they "don’t wait to copy the rest of the world – we absorb the trends we like and interpret them in our own way, for a South African audience".

Behind the Superbalist label

Most of the collection was produced in Durban and Cape Town, by small business factories – some of which are dedicated to producing for Superbalist. David says they are an integral part of Superbalist and its long-term focus on sustainability.

"It’s impossible to stress how important these small businesses are to us – they’re part of the Superbalist family and we’re extremely proud to be able to support these institutions," he says.   

superbalist new label

Meet some of the young women behind this new label

Zandi Mdlulu- Assistant Buyer Mens Footwear

“I love all things fashion and I believe that when you look and feel good then everything all around you will align itself in the same way. What I love most about my job is being in the know as to which trends will possibly take-off before everyone else!”

Azara Amien - Assistant designer for plus, maternity and swim

“I am a 20-something year old with great drive and ambition, and a thirst for challenge and change. I work with a few fierce females who strive to create great products and tend to throw themselves entirely into what they do.”

Sophie le Roex – Catalogue styling manager

“I love the fast-paced environment of an e-commerce studio. Shooting new fashion daily means we are able to react to emerging trends and customer behaviour and adapt accordingly. One of the most challenging aspects of working in a multi-brand environment is cementing a house style, with the launch of the Superbalist label we are at a super exciting juncture where we can do just that.

“The way the product is styled and the looks are put together is the final step in the journey, and we work closely with the design, buying and trend teams to ensure that the message translates to the customer and that the looks are current, inspirational, but very wearable.”

superbalist private label
superbalist new label

Superbalist the label launched on 4 June 2019, and is available to shop on

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