One of the things I can still surprise people with these days is the fact that men's wear label Sergeant Pepper is a local brand. The surprise is due to the rugged sophistication. The less is more mentality. The attention to detail. And, when it comes down to it, how cool the clothes look. Not something you see too often here in South Africa. Today we get a sneak peek at the new SS13 campaign video, The Motorcycle Diaries, which you can watch below.
We also get to see some gorgeous images — shot by
Tink Photography and starring
Wesley Shankland and
Izaan Venter. I am not ashamed to say I think these pics could cheer me up on this cold and rainy Cape Town day.
Sergeant Pepper is a brand that has a philosophy of owning less to be more. They also attempt to walk that tricky road of combining trend and longevity into a single garment. And so far they have done an admirable job.
I am however interested in the sustainability of the brand in terms of the 'cool' factor. To trade so heavily on the hipster aesthetic is slightly concerning in a fickle world. Also, in order to trade successfully they must aim to sell lots of items to return, loyal customers, which is a bit at odds with the stated philosophy. These are details though. And when it's this pretty, I can easily forget about the cold hard facts of this business. Enjoy.
Sergeant Pepper S/S 2013 Campaign Preview from Sergeant Pepper Clothing on Vimeo.
Amazing musicby Taleswapper — Two Prayer Blues
