Made In Mzansi

Proudly South African. The first time I heard this phrase was in a Grade 9 Economics class. Apparently buying locally manufactured goods (with a South African coloured tick) would help strengthen the economy. Simple enough right? The reality is we have an obsession with all things foreign; from food and clothes to cars and music our love for imports knows no bounds. The baggy pants embroided detail, the ghetto American accents, Beatz by Dre headphones and the hip hop blasting through them. It may be true that we have more Americans among us than we think. We could blame it on globalization, technology and our shrinking world but can we take a tad more responsibility? Imagine the excitement that would ripple through campus if Starbucks was to open at the Matrix. Pandemonium! What is the allure? Firstly, with fashion, knowing international brands and trends gives you the edge (not the Wits kind). Being aware that wearing an Arab scarf is now an irredeemable fashion faux pas and that polka dots are making a comeback is essential. Rocking those cropped trousers with brogues shows that you might not be Italian but you sure do have their swag. We want a recognizable look, and if Kanye West wore that Maison Martin Margiela jacket in his latest music video it consumes your every thought.

Proudly South African. So what does it really mean? They tell us all the time; buy local food- its healthier, take a local vacation- it’s cheaper, support local fashion designers- its original. I love initiatives like the Proudly South African campaign and Sho’t Left that encourage us to see in ourselves what the world sees in us. The booming tourism industry in our country is not an accident. South African designers are incredibly talented and their work is of the highest quality and yet most students don’t know their Abigail Betz from their Gavin Rajahs’*. While some easily recalled their favourite international shoe brands (Christian Louboutin and Manolo Blahnik mentioned) others solemnly confessed to having offered their souls in exchange for a Hermes Birkin bag so loved by the Hollywood stars. Obsessed much? Paging though an ELLE magazine it’s clear that it’s not the lack of design talent that’s created the rift between students and South African designers. Whatever the reason is, its undeniable that buying local creates bigger industries that could rival our international counterpart. As expensive as even local designer clothes are, they’re more accessible than, say, a Valentino dress or a Balmain jacket. Yes, people I’m arguing accessibility. 

So you say you’re Proudly South African? Prove it. But bear in mind that it means more than the periodic bursts of national pride seen in the Soccer World Cup Fever and Springbok jersey Fridays. Rather, it’s how we live; it’s where we choose to put our money, where our hearts and loyalties lie. So get to know our designers and, like me, lust after a Christopher Strong pleated skirt and an Abigail Betz 50s style dress mostly because they’re phenomenal but also because they’re Proudly South African. By no means do I mean revamp your whole lifestyle and wardrobe turning into some pro-South African purist. All I’m saying is look closer to home sometime and find comfort in being truly patriotic.